Markets Where

United States Patent 6,999,938

Abstract
A system for automatically preparing customized replies in response to communications from a plurality of clients. To facilitate automation and tracking, each original communication to the client (or each original response from the client) is tagged with a unique label, and replies to client responses are each correspondingly labeled. The system provides individualized replies to each of a variety of response options that a client might exercise in response to a received communication, whether an original communication or a reply to a previous response. The system is applicable to mass marketing communications, and is particularly well suited to the generation of personalized replies to each and every one of a multitude (tens of thousands and up to millions) of communications from clients. (more…)

United States Patent 7,020,625

Abstract
A method is defined to create marketing opportunities with the knowledge that an individual will be visiting a retail outlet to pick up a product.

by Wayne Friedman, Wednesday, Feb 28, 2007 3:45 PM ET
NBC’S NEW THURSDAY NIGHT MARKETING line, “Comedy Night Done Right” seems like a throwback to broader network brand campaigns of years ago — either that, or a nod to current efforts at cable networks. In the early ’90s, NBC produced its famous “Must-See TV” marketing line that took on a life of its own. Focusing on big Thursday night programs, “Cheers,” “Seinfeld,” “Mad About You,” “Friends,” and “ER,” among others, NBC’s high-powered shows sustained the truth in the slogan for years.
Since then, networks typically have eschewed such broad-based marketing themes. The logic comes from that old saying: People watch programs, not networks.

Of course this doesn’t seem to apply to cable networks. Those brands have to have a sharper focus. Thus you have Fox News’ “We Report. You Decide”; TBS’ “Very Funny”; TNT’s “We Know Drama”; and USA Network’s “Characters Welcome,” among others.

In the late ’90s, ABC — mostly on the ropes in third or fourth place — found room for a wide-ranging network brand campaign, the so-called “yellow campaign,” with the ultimate tongue-in-cheek marketing line, “TV is good.”

Once ABC began to get some good shows, the line seemingly lost some bite — or sarcasm.

Still, that kind of wide-ranging marketing theme could seemingly return if broadcast networks ever work themselves into the niche arena that some cable networks find themselves in. For example, couldn’t CBS offer a spin on all its procedural crime dramas?

Tim Brooks, executive vice president of research at Lifetime, told Television Week that broad-based nightly slogans could be tricky business. “If NBC adopts a slogan like this, they have to stay with comedies on Thursday night, and that can be tough if they decide to put in an ‘Apprentice.’”

It’s not just Thursday night. NBC is looking to regroup other programs on other nights, for example on Sunday.

With “Deal or No Deal, “The Apprentice,” and, possibly, “The Biggest Loser” on that night, NBC could offer up another line or two: “Reality Night — With Bite” or “Reality on NBC: Pact, Fat or Sacked.”

Systems, methods, and computer program products for registering wireless device users in direct marketing campaigns

United States Patent 7,162,221

Abstract
Systems, methods, and computer program products are provided that allow wireless device users to “opt-in” to a direct marketing campaign by “clicking on” a conventional advertisement displayed within a wireless device and register to receive future promotions via one or more direct marketing channels. Likewise, users can “opt-out” of future direct marketing by “clicking on” content displayed within various promotional content.

Method and apparatus for converting a geographic location to a direct marketing area for a query

United States Patent 6,970,864

Abstract
A method and system are provided for performing database queries with geographic inputs that are converted to a direct marketing area prior to performing the query. Direct marketing areas define geographic locations as discrete areas of interest that may be more useful than city limits or a specific geographic location (e.g., latitude/longitude). Direct marketing areas are more useful geographic designations for purposes of advertising and marketing. A geographic input, such as a city and state, or a latitude and longitude are converted to a direct marketing area. The direct marketing area is then substituted for the entered geographic parameter (e.g., city and state or latitude and longitude), and the requested database query is performed.

Any medium that can be used to deliver a communication to a customer can be employed in direct marketing.

Direct mail

Probably the most commonly used medium for direct marketing is direct mail, in which marketing communications are sent to customers using the postal service. In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. In the United States and United Kingdom, for example, there are bulk mail rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates. In order to qualify for these rates, marketers must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by the postal service. (more…)

Direct marketing is a discipline within marketing that is used when measurable leads, sales, or traffic (retail or web) are the objective. A direct marketing effort is undertaken to generate a specific response — which can be tracked and measured.

Direct marketing can use any medium, including: television, magazines, newspapers, mail, email, banner ads, web sites, pay-per-click ads, radio, billboard, transit ads, package inserts, door hangers, statement inserts, card packs, etc. If the ad is asking the prospect to take a specific action — call an 800 number, visit a web site, return a response card, place an order, complete a survey, etc. — it is a direct marketing effort. (more…)