AU2011201377A1 - A motor vehicle advertising medium arrangement and method and/or scheme for establishing a wider than expected advertisement media base and viewing audience - Google Patents

Abstract

An incentive scheme for establishing an advertising medium upon motor vehicles wherein advertisement signage made available by an advertising provider who has a commercial relationship with at least one third party member 5 who provides discount goods and/or services to the user of the motor vehicle such that the discounted rate offered by the third is reimbursable by the advertising provider. 0) 0o 4-0o 0)00 (U=0 * 4 1 _ coo T Tmt1 "TAT 1 f t1 t1

Description

[001] A MOTOR VEHICLE ADVERTISING MEDIUM ARRANGEMENT AND METHOD AND/OR SCHEME FOR ESTABLISHING A WIDER THAN EXPECTED ADVERTISEMENT MEDIA BASE AND VIEWING AUDIENCE [002] FIELD OF TECHNOLOGY 5 [003] This invention relates to a motor vehicle advertising medium arrangement and method and/or scheme for establishing a wider than expected advertisement media base and viewing audience. [004] BACKGROUND PRIOR ART DISCUSSION [005] At present there is a wide variety of available electronic and printed 10 advertising mediums available for which advertisers and advertising agencies can try and get their messages out to the general public. [006] For example on a busy roadway where many motor vehicles pass a particular point or intersection, signage can be placed upon the roadside or at other viewable vantage points in the locality to which the passing drivers can 15 make a visual reference during the journey. [007] Such a relationship between the advertising agency, the roadside signage and the audience is a fairly expected and calculated inter-relationship whereby if the advertiser wants to make his or her message available to those drivers passing that particular point on the roadway he or she will need to pay a 20 certain sum for their signage to become available for that particular point. [008] As is to be expected these kinds of roadside signage are very expensive and the costs are not incidental for the advertiser wishing to present his or her goods and services thereupon. [009] Still further by the nature of the signage it is only fixed in representation 25 and therefore will be restricted to viewing only by vehicles passing that 1 particular point and finally the costs will be substantial to the advertiser in being able to rent that particular location for the signage to be revealed to members of the purchasing public because revenue generated from that particular location is only made available by the payment of the advertiser to the entity who has 5 the rights to present the signage at that particular location upon the roadway and so forth. [010] Other more conventional ways in which people have tried to get their ideas, products, services and so forth out into the domain of the public is to advertise on motor vehicles directly. 10 [011] It is not uncommon for a company to employ the services of a sign-writer so as to present the company's logo, perhaps product information and contact details, upon the vehicle so as the vehicle drives around town or into regional areas, the vehicle acts as a moving signage media for the company to interact with the passing traffic. 15 [012] Again this is all a very conventional commercial inter-relationship between an expected state of affairs. A company has a vehicle, they have a business, they have signage which they normally promote their organisation. Accordingly they then utilise this to present such signage as a form of an advertising medium upon a motor vehicle to which individuals of the company 20 and so forth would then drive around town providing an opportunity for members of the purchasing public to view company products and/or details. [013] Various advertising agencies have taken advantage of using a conventional motor vehicle as a form of advertising media. Whether the advertising signage appears on the motor vehicle or is towed as trailer signage 25 the same benefits as introduced above are once again achievable, in that as the vehicle drives around town or the signage is towed around town the advertising medium provides an opportunity for exchange between members of the purchasing public and the relevant goods and services that are on offer through this advertising medium. 2 [014] Again however we are left with an expected state of affairs whereby if the advertising agency wants to get its message more extensively out there it will need to increase its quantity of motor vehicles carrying the relevant signage. [015] As is to be expected the kinds of costs involved in bringing more and 5 more vehicles in to be purely designed to function as an advertising medium is anything but inexpensive. [016] The advertising agency needs to not only purchase or hire the motor vehicle, have the vehicle signage placed thereon and finally have purposeful drivers or riders who then take the motor vehicle out onto the roadways for the 10 message to get out to the general members of the purchasing public. [017] As there are literally hundreds of thousands upon hundreds of thousands of motor vehicles currently on the roadway it would be advantageous to use such vehicles rather than having advertisement purposely provided for motor vehicles with specialised drivers appointed by the advertising agency wishing to 15 have their signage presented out about town. [018] While at present a taxi or other similar fleet type vehicle arrangements may include signage for advertising on their vehicle, again this is an expected state of affairs. The advertising company makes a sign and then pays to place the signage on the taxi. There is no incentive or artificial state of affairs created. 20 The sum of this business arrangement is simply the parts that make up it. [019] Nonetheless there needs to be a means, method or scheme which would make it advantageous to the general members of the purchasing public to have their own motor vehicle become part of a motor vehicle advertising media. Hence there needs to be a way of creating almost artificially. a greater base of 25 such a motor vehicle advertising media than one would expect using conventional methods or arrangements as introduced above. 3 [020] If such a scheme can be forthcoming which as introduced hereafter will be an objective of this invention, such an arrangement or scheme will not only establish a greater base of the motor vehicle medium per se and it would include advertising signage upon a higher quantity of motor vehicles travelling 5 on the roadways in order to get an advertiser's message out, but at the same time by having a greater volume of motor vehicles out there in the marketplace this means then that there will be a far greater viewing audience able to receive the required messages from the advertiser. [021] SUMMARY OF THE INVENTION 10 [022] Accordingly in one form of the invention there is provided an incentive scheme for establishing an advertising medium upon motor vehicles, wherein the said incentive scheme increases and/or encourages a greater degree of participation of motor vehicles whereby widening the base of the motor vehicle advertisement media base leading to an offering of an increased viewing 15 audience, said incentive scheme including; [023] advertisement signage made available by an advertising provider, wherein said signage is adapted to be placed on a motor vehicle of a user; [024] said advertising provider having means for a commercial relationship with at least one third party member of the scheme, whereby the third party 20 member provides discount goods and/or services to the user of the motor vehicle who has had signage installed thereupon by said advertising provider; [025] wherein the advertising provider establishes with the user an incentive scheme such that the motor vehicle user to which advertising signage has been installed comes to a commercial agreement with the advertising provider 25 wherein they are able then to buy, purchase and/or trade goods and/or services on offer by the third party member at a discounted rate; 4 [026] such that the discounted rate offered by the third party member of the incentive scheme is reimbursable and/or reciprocated in kind, whether in finance, trade or otherwise by the advertising provider; [027] resulting in the creation of an artificially established commercial activity 5 between the advertising provider, the user of the motor vehicle to which advertising signage has been placed thereupon by the advertising provider and the third party member offering a discounted rate on goods and/or services. [028] An advantage of such an arrangement is that by establishing the commercial link between the advertising provider and the owners of the motor 10 vehicle to which advertising signage would be placed thereupon, means that rather than having purposely purchased motor vehicles which become the property or the responsibility of the advertising provider or similar such entity responsible for presenting such signage to members of the purchasing public, it is the members of the purchasing public themselves that can become part of 15 this advertising medium of having signage placed upon their motor vehicle. [029] Members of the purchasing public are encouraged to become part of the scheme by the fact that they enter into a commercial relationship with the advertising provider which means that providing they allow the signage to be placed upon their motor vehicle that by doing so they are then able to obtain 20 goods and/or services at a discount rate from an independent third party member. [030] Advantageously for the third party member that is part of this incentive scheme not only will they have potentially a greater pool of customers or clients as they are directed to this particular third party member by virtue of the motor 25 vehicle user being in a commercial relationship with the advertising provider directing them that way to the third party member, at the same time that discounted rate that they are offering to the user of the motor vehicle to which signage has been placed thereupon, this is then being reimbursed and/or 5 reciprocated in some kind, whether by finance and/or trade by the advertising provider. [031] Hence as the third party member they have the best of both worlds, not only are they in fact being provided with an opportunity of presenting their 5 goods and services to members of the purchasing public who perhaps in the past would not have held interest in buying goods and services from them as no discount applies, but at the same time the third party member is not being financially penalised in any way, if such penalty exists as the opportunity within this scheme offers the ability for the third party member to be involved 10 commercially with the advertising provider to either be compensated or reciprocated in kind some way because of this overall artificial inter-relationship between the user of the motor vehicle to which advertising signage has been placed thereupon, the advertising provider and the third party member of the incentive scheme. 15 [032] The advantage of the relationship between the user of the motor vehicle and the advertising provider itself becomes quite obvious in that now the advertising provider need not have to purchase control of motor vehicles in order to get signage out there more comprehensively for members of the purchasing public to be informed. 20 [033] By creating this artificial state of affairs the advertising provider has been able to create a greater advertising medium by simply getting members of the purchasing public to become involved in the idea to which they have been able to achieve this by offering the incentive scheme to which if the user of the motor vehicle places advertising signage upon their motor vehicle they are then able 25 to access discounted goods and services from a third party member that is part of the scheme-on offer. [034] Advantageously the benefits to the user is the ability to buy discounted goods and services. The user of the motor vehicle is still using their motor vehicle as they would in day-to-day journeys from point A to point B and so 6 forth. The only point of difference is that in this instance by becoming part of this incentive scheme they place the advertising signage upon their vehicle thereby establishing a greater base or coverage to which the advertising provider can get their message out to members of the general public. 5 [035] In preference the third party member is a retail service outlet that offers fuel and related goods and services. [036] In preference the goods offered at a discount rate from the retail outlet providing fuel and related goods and services is fuel. [037] An advantage of such an arrangement is that the more the user of the 10 motor vehicle to which signage has been placed upon for advertising purposes is out on the road, the more fuel he or she will use, which means the more discounted product he will receive from the third party member made up of the scheme. [038] Advantageously however the more that the motor vehicle is out on the 15 road, whereby using up more fuel, the more the signage with the advertising message thereupon, is also being exposed to members of the purchasing public. [039] Advantageously to the third party member which in this preferred embodiment is the retail outlet provider of fuel, the more revenue the 20 organisation will earn as the users of the motor vehicle re-fuel as they are out on the road for a greater length of time. [040] Hence in a sense this incentive scheme has an advantageous snow balling effect whereby the user of the motor vehicle, the advertising provider and the third party member all derive benefits the greater the scheme is 25 embraced by the user of the motor vehicle through increased mileage. [041] As introduced above the increased mileage of the user of the motor vehicle to which advertising signage has been placed thereupon benefits the 7 driver by way of discounted fuel, benefits the retail provider by greater revenue generation through a higher volume of sale of fuel to which is in any event reimbursed to a certain extent of any discounts offered and finally a benefit to the advertising provider as the advertising medium per se is increased at its 5 base because the vehicle is out there more often and therefore the actual amount of people viewing the signage to which a message is being presented results. [042] In preference the signage is a sheet which is placed on the rear window of the motor vehicle which offers legal level of transparency through which the 10 driver can view his or her requirements despite the fact that the signage has been placed across the rear window. [043] In some preferred embodiments the signage would include electronic screening which is adapted to be projected or displayed upon the rear windows of the vehicle. 15 [044] In preference these electronic projections can be in wireless communication with a main server to have their data information updated or altered from time to time as required. [045] In preference with more traditional signage sheets that are placed upon the motor vehicle there will be tamperproof means available to make sure that 20 the signage remains upon the motor vehicle for the duration of the participation of the user of the motor vehicle with the advertising provider. [046] In preference the user of the motor vehicle to which signage that includes the advertisement from the advertising provider would be issued with a transaction card, electronic ID number or similar such arrangement such that 25 when purchasing fuel from the retail outlet the user would utilise this transaction card, ID number and so forth so that the discount rate can then be provided by the retail outlet. 8 [047] In preference this transaction card commercial interaction with the retail provider provides a communication between the retail provider and the advertising provider so that the discounted amount of goods being provided by the retail provider can be acknowledged by the advertising provider so that 5 recompense or acknowledgement can then be provided. [048] In order to understand the invention now in greater detail a preferred embodiment will be presented with the assistance of the following illustrations and accompanying text. [049] BRIEF DESCRIPTION OF THE DRAWINGS 10 [050] Figure 1 is a schematic representation showing the general parties making up this incentive scheme and their inter-related commercial relationships. [051] Figure 2 is a schematic representation showing that the increase in participation rates of motor vehicles to which the advertising signage is 15 appearing thereon increases the base of the advertising medium provided for by this incentive scheme. [052] Figure 3 simply shows schematically that the benefits of this incentive scheme have an increasing spin off effect whereby the greater use of the scheme by a user results in greater benefits to the other parties of the scheme 20 including the advertising provider and the third party member providing the discounted goods and/or services. [053] Referring to Figure 1 wherein the incentive scheme is shown generally as (10). [054] In the preferred embodiment there is advertising agencies (12) which are 25 in communication with advertisers (14). 9 [055] Through a commercial relationship between the advertising provider which can be made up of both and/or the advertising agencies (12) and the advertiser (14), the motor vehicle user (30) can place signage on the rear window (28) of their motor vehicle which presents a message to which the 5 advertising agencies and advertisers wish to get across to members of the purchasing public. [056] In this preferred embodiment the signage is in communication with the main commercial database or server (20) receiving instructions as to the sign production, installation and removal upon the end user's motor vehicle. 10 [057] In this particular embodiment instructions are being sent for the establishment (22) of sheets (24) that will be placed upon (26) the rear window (28) of the motor vehicle (30). [058] At the same time the user of the scheme will be issued with a transaction card (36) which as introduced above could also be simply an ID number or 15 code. [059] The motor vehicle user is also and can be in communication with the main electronic server or database (20) which is in direct communication also with the advertising agencies and advertiser wherein mileage data (18) and so forth can be derived from the motor vehicle (30) and also related media sales 20 and so forth. [060] As shown by way of arrows (34) the user of the motor vehicle is then able to obtain discounted petrol obtained by card presentation and the user would provide mileage data at the point of sale and all this can be then verified in real time through the interaction of the retail provider (38) and the main server 25 or database shown generally as (20) which once again is always in continuous communication with the advertising provider entity which may include either or the advertising agency (12) and the advertiser (14). 10 [061] Hence by way of arrows (40) and (42) the fuel retail provider (38) is able to present the transaction details of the end user which can include mileage data and so forth and then receive information as to the eligibility and the required discount payments this particular end user, that being the driver of the 5 motor vehicle will be entitled to. [062] The purpose of Figure 1 is to show a very restrictive relationship between the relevant parties but as introduced above the incentive scheme itself is quite general and applicable in scope to a much wider interpretation wherein that in essence all that is needed is an entity who wishes to create a wider advertising 1o media upon motor vehicles and it does this by offering the owners of a motor vehicle the opportunity of being able to purchase, buy or trade discounted goods and services offered by a third party member. [063] The incentive for the third party member who is offering the discounted goods to become part of this scheme is that this third party member is 15 reimbursed by the advertising provider whether in finance, kind or trade and at the same time by being a member of the incentive scheme the provider of discounted goods and services exposes itself to a larger pool of potential customer and clients. [064] For simplicity of commercial inter-relationship between the respective 20 parties to which most modern day businesses now operate there can be a central server or database to which all the relevant information can be placed thereupon to be communicated to the respective entities and members that are part of this scheme and that is the purpose of showing that inter-relationship as represented in Figure 1. 25 [065] Figure 2 shown generally at (44) provides a visual way of looking at the scheme where say for example a motor vehicle (46) stops at a traffic light (45) and while stationary is able to view the rear window of vehicles within the same traffic flow. 11 [066] Hence in days gone past vehicle (46) would not have been viewing such signage and therefore the message which an advertiser wanted to get across would not have been done so in such a scenario. [067] Advantageously however under this invention vehicles (48) and (50) 5 become involved in the scheme as they were able to access discounted goods and services and by doing so they then presented the relevant signage upon their vehicle to which it could then be viewed by the occupants of vehicle (46). [068] Hence vehicles (48) and (50) show that the advertising medium can be expanded upon and at the same time the expansion of the advertising medium 10 wherein signage is placed upon motor vehicles by the advertising provider means that the overall viewing audience for a particular message becomes much larger. [069] Figure 3 represents schematically the concept that the benefits of the incentive scheme almost become snow-balling in effect in that if the motor 15 vehicle user increases their mileage this means that there is a greater requirement to purchase fuel which means that in dollar terms more petrol is sold by the petrol station (58) and more discounts are achieved by the driver of the vehicle (60), in that the more petrol they use the more they save by being part of this scheme. 20 [070] Nonetheless as depicted by (56) the fact that the vehicle (60) is out and about town more often increasing its mileage means that it is exposing the message upon the advertising signage appearing on the vehicle thereby increasing audience viewing of the idea to which the advertisers are trying to get out there into the general public. 25 [071] Hence by being part of this incentive scheme there are advantages to be recouped by all not only the driver who has had his or her car fitted with the advertising signage being able to buy discounted products, but as introduced above numerous times before the benefits are also passed on to the petrol 12 provider by greater revenue of sales and also exposure to new customer base and to the advertising provider a means to get their message out there in a greater quantity thereby offering the potential for a wider based viewing audience for their relevant message to be received. 5 13

Claims (11)

1. An incentive scheme for establishing an advertising medium upon motor vehicles, wherein the said incentive scheme increases and/or encourages a greater degree of participation of motor vehicles whereby widening the base of 5 a motor vehicle advertisement media base leading to an offering of an increased viewing audience, said incentive scheme including: advertisement signage made available by an advertising provider, wherein said advertisement signage is adapted to be placed on a motor vehicle of a user; 10 said advertising provider having means for a commercial relationship with at least one third party member of the incentive scheme, whereby the third party member provides discount goods and/or services to the user of the motor vehicle who has had advertisement signage installed thereupon by said advertising provider; 15 wherein the advertising provider establishes with the user an incentive scheme such that the motor vehicle user to which advertising signage has been installed comes to a commercial agreement with the advertising provider wherein they are able then to buy, purchase and/or trade goods and/or services on offer by the third party member at a discounted rate; 20 such that the discounted rate offered by the third party member of the incentive scheme is reimbursable and/or reciprocated in kind, whether in finance and/or trade bartering by the advertising provider; resulting in the creation of an artificially established commercial activity between the advertising provider, the user of the motor vehicle to which 25 advertising signage has been placed thereupon by the advertising provider and the third party member offering a discounted rate on goods and/or services. 14

2. The incentive scheme of claim 1 wherein the third party member is a retail service outlet that offers fuel, grocery items and/or hardware goods.

3. The incentive scheme of claim 2 wherein the goods offered at a discount rate from the retail outlet providing fuel, grocery items and/or hardware is fuel. 5

4. The incentive scheme of claim 1,2 or 3 wherein the advertisement signage is a sheet which is placed on a window of the motor vehicle which offers legal level of transparency through which the driver can view his or her requirements for safe driving despite the fact that the advertisement signage has been placed across the window. 10

5. The incentive scheme of claim 4 wherein the window with the advertisement signage is a rear window of the vehicle.

6. The incentive scheme of claim 1, 2 or 3 wherein the advertisement signage would include electronic screening adapted to be projected or displayed upon a window of the vehicle. 15

7. The incentive scheme of claim 6 wherein the window with the advertisement signage is a rear window of the vehicle.

8. The incentive scheme of claim 6 or 7 electronic screen includes a wireless communication with a main server to have the advertisement signage updated or altered from time to time. 20

9. The incentive scheme of claim 4 or 5 wherein the advertisement signage sheet placed upon the motor vehicle window will include tamperproof means to make sure that the signage remains upon the motor vehicle for the duration of the participation of the user of the motor vehicle with the advertising provider.

10. The incentive. scheme of any one of the preceding claims wherein the 25 user of the motor vehicle to which the advertisement signage from the advertising provider would be issued with a transaction card or an electronic ID 15 number or identification code such that when purchasing fuel from the retail outlet the user would utilise said transaction card, ID number or identification code so that the discount rate can then be provided by the retail outlet.

11. The incentive scheme of claim 10 wherein the transaction card or an 5 electronic ID number or identification code commercial interaction with the retail provider provides a communication between the retail provider and the advertising provider so that the discounted amount of goods being provided by the retail provider can be acknowledged by the advertising provider so that recompense or acknowledgement can then be provided. 10 16