WO2001069349A2

WO2001069349A2 - Advertising method and system

Info

Publication number: WO2001069349A2
Application number: PCT/US2001/008397
Authority: WO
Inventors: Stephen S. Berman; Richard L. Barnett; David W. Murray
Original assignee: PROJEXX LLC
Current assignee: PROJEXX LLC
Priority date: 2000-03-16
Filing date: 2001-03-16
Publication date: 2001-09-20
Anticipated expiration: 2002-09-16
Also published as: WO2001069349A3; WO2001069349A9; AU2001247473A1

Abstract

A system for leasing, and displaying holographic advertisement images (52, 54, 56) in the space above aisles and shelves in a retail environment.

Description

ADVERTISING METHOD AND SYSTEM

FIELD OF THE INVENTION This invention relates generally to advertising, and more particularly to a method and system for projecting advertising images and graphics onto unutilized retail spaces.

BACKGROUND OF THE INVENTION Advertising has been and continues to be a competitive field. Not only do advertisers compete with one another, but also advertisements in retail stores must compete with the products themselves for floor and shelf space. Thus, there is a continuing need to develop methods and systems for attracting the attention of customers. In recent years, the greatest area of growth for advertising has been on the Internet. Nevertheless, people are not logged onto their computers all day long, and other methods of attracting the consumers' attention are still required.

SUMMARY OF THE INVENTION One aspect of the present invention is a method to use non-productive space in retail stores. According to this aspect of the invention, advertisements are projected above the retail space in retail stores, using holograms, lenticular lenses or other display medium. This service is offered by the assignee of this application, hereinafter referred to as "Projexx."

Another aspect of the invention lies in an installed system for advertising in a retail establishment having a plurality of merchandise aisles and one or more checkout aisles. The preferred system includes at least two overhead-mounted rotatable holographic imaging devices located over each of the merchandise aisles. In addition, a plurality of overhead- mounted imaging projectors are located over the checkout aisles. The imaging projectors are capable of projecting images on transparent projection screens such that the images are visible to viewers in the checkout aisles.

According to yet another aspect of the invention, an installed system for advertising in a retail establishment having a plurality of merchandise aisles and at least one checkout aisle includes one or more overhead-mounted rotatable holographic imaging devices located over each of the merchandise aisles, and one or more overhead mounted imaging projectors _ - _

capable of projecting images on a transparent projection surface visible to viewers in the checkout aisle.

Another aspect of the invention lies in a method for advertising a product including the steps of: projecting an image or graphic above a space in a retail store, the image or graphic containing an advertisement, paying the store for allowing the image or graphic to be projected, and collecting a fee from at least one entity that is sponsoring the advertisement. Additional steps may include coordinating a strategic alliance between a brand advertiser and the retail store wherein at least one representative of the brand advertiser and at least one representative of the retail store periodically meet to review sales performance of brand advertiser's products, and implementing changes in advertising the brand advertiser's products developed in response to the periodic meetings between the at least one representative of the brand advertiser and the at least one representative of the retail store.

The "invention" is a combination of creative elements. The discovery of unused space in retail environments is the first element. The system owner then contracts to rent this space with the owner/operator of that "theater" facility. The system owner is able to establish mutual benefits in forming this relationship by utilizing this new found space to display advertising and merchandising images created for key brand manufacturers who's products are sold in that retail "theater". It is contemplated that the service will be extended to offer several different kinds of advertising mediums. That list includes holograms (for example, using panels from Zebra Imaging or others), lenticular lenses (for example, from Corporate Lenticulars of America or others), video displays (for example, from Pioneer New Media Technologies and others that may include audio, olfactory or interactive characteristics) and other products that offer state of the art multi-dimensional imaging.

Within any particular "theater" (which is to say public place of commerce) branded products are offered for sale. The manufacturers of these products recognize the need to continually advertise their brand names to ensure that consumers have top-of-the-mind brand awareness - differentiating their brand from other competitive products - when making purchase decisions related to that product category.

The system owner not only offers these manufacturers space in which to merchandise their brands, but can offer exclusivity that permits multi-dimensional advertising images to be featured in a noncompetitive environment, at the point of consumer product purchase decisions and directly above stocks of their branded merchandise.

Benefits to the facility operator are delivered on three levels. One is an enormous new income stream that the system owner provides through rental payments. Second is that _ _ _

this income - in their retail niche - is exclusively theirs and is denied to competitive retailers. Thirdly, new sales gained through this in-store product advertisement will generate additional profits for the facility operator.

BRIEF DESCRIPTION OF THE DRAWINGS These and other features and advantages of the invention are more fully disclosed or rendered apparent from the following description of certain preferred embodiments of the invention, that are to be considered together with the accompanying drawings wherein like numbers refer to like parts and further wherein:

FIG. 1 is a block diagram of a business model according to the present invention; FIG. 2 is a data flow diagram showing data relationships between the parties in the exemplary method;

FIG. 3 is a diagram showing the activities of each party in the exemplary method; and FIG. 4 is a perspective view of a retail establishment showing the features of the exemplary systems.

DETAILED DESCRIPTION The inventors were frustrated that current technologies were not advanced enough to perform adequately under in-store retail conditions. Various possible uses of technology were tested to develop a product that would work within the concept they held. Since their discovery, the inventors have developed a sophisticated concept to provide leading retail chain stores with a significant new income stream and consumer product manufacturers with an innovative new way to drive brand awareness and sales. That technology will be offered by the system owner and will be coupled with a complete support system. The invention generates new sales and profits for large retailers and 20-70 important brand manufacturers - whose products are sold within the stores - by combining unused space and breakthrough imaging technology. The system owner's role is to contract for all such advertising space and work with their retail clients to promote brand merchandise.

Preferably, this is an exclusive product and service offered to only one chain in each retail niche, who in turn offer the product and service to their premier suppliers. This produces an enormous new income stream for leading retail chains and unique opportunities for branded merchandise producers to develop new sales and vital consumer awareness. _^ .. „ „

A sophisticated concept has developed to provide leading retail chains with an enormous new income stream. Consumer product manufacturers now have an innovative new way to drive brand awareness and sales. A strategic partnership is created between the system owner, the chain retailer and the brand manufacturer based on the mutual benefits of exclusivity. The system owner is the originator and facilitator of this new partnership. And the system owner manages all aspects of these workings. The system can market to all public venues spanning retail stores, restaurants, government agencies, stadiums and airports. The inventors currently have a number of technologies available, as described herein, including some which will preferably be offered on exclusive contracts. The Concept: Referring to the business model, generally shown as 20 in FIG. 1, the concept transforms retail stores, that may be chain retailer stores 26, into theaters where product merchandising is created above the stocked shelves using state of the art multidimensional imaging. The system owner 24 contracts for the space from large chain retailers 26 and generates income by sub-leasing space to brand manufacturers 22 of products sold within the store.

The system owner's 24 goal is to play a role in creating new profit opportunities for chain retailers 26 and consumer brand manufacturers by combining unused space and leading edge imaging technology. The concept transforms retail stores 26 into theaters where branded product merchandising creates fresh impressions using state of the art multi- dimensional imaging.

Retail and entertainment are combined into "entertailing". The inventors have developed a product called ASDEM.™ ASDEM (At Stock Decision-Making) is a signage system for retail stores. This system places compelling brand messages above their shelf stock. The initial target market includes niche leaders of retail chains. Preferably, the ASDEM program is intended to exclusively reward one chain in each major retail category. Within that chain, one or two manufacturers will be selected to exclusively merchandise their brands within each major product category at locations directly above their product shelf stock.

ASDEM offers opportunity benefits for both the retailer and product manufacturers by offering category exclusivity during the contract period. The system owner, in effect, rents unused space within the building, often above the store aisles and stock to display messages and merchandising images having significant impact. Referring now to FIG. 4, a first exemplary technology includes specially manufactured signs 52, 54, 56 made up of panels that are encoded with computer generated holographic designs. An example of a suitable panel is a 2'x2' panel manufactured by Zebra Imaging of Austin, Texas. The encoding can be set for viewing at specific heights and angles and is enacted by a single specific light source. Depending on the environment, one or more T x 2" panels are suspended 5 to 20 feet off of the floor. This allows shoppers to view these full color images within a 110 degree field of vision and as far away as 100 feet (warehouse applications would use a combination of 2 foot panels). Visual elements of these panels project 2 to 6 feet off the surface toward the viewer. The installation permits sign faces on either side of frames suspended over shopping aisles and over shelf stocks to use a designated light source under typical commercial retail lighting conditions.

According to one embodiment, a four-sided rotatable box 52 is provided for suspension over store aisles. Each side of the box consists of a 2' x 2' holographic panel mounted under its own lamp. Exemplary panels suitable for creating holograms in a system and method according to the invention are manufactured by Zebra Imaging of Austin, Texas. The box preferably rotates at 2 RPM, about a vertically oriented axis, in a direction indicated by arrow 53.

The Retailer: Referring now to FIGS. 1-3, the retailer 26 contracts with the system owner 24 to rent the overhead space for the ASDEM system in return for a substantial monthly rental income. The retailer 26 receives the monthly rental income from the system owner 24 billing of brand manufacturers 22. Preferably, the use of the ASDEM system is offered to only one leading retail chain in each industry segment (for example, segments include home improvement, supermarkets, discount stores etc.). With Projexx's step by step system guide, the retailer 26 becomes the sponsor of the concept, soliciting brand manufacturers 22 within its system as strategic partners. The system owner 24 supports the retailer 26 by providing programs designed to boost the sales of participating brand manufacturers 22 in each assigned product category.

The strategic partnering is created with the formation of a program team, which consists of the retailer's top management and their designated exclusive brand manufacturers 22. The team meets three times a year to discuss program ideas. In addition, the retailer 26 devises four major events each year for awarding premium end-cap locations for participating brand manufacturers' 22 products.

The Brand Manufacturers: develop a strategic alliance with the retailer 26 by accepting the special invitations from the retail chain operator to rent merchandising space _^ . .

through The system owner 24, who then shares the revenue with the retailer 26. This provides dominant in-store advertising visibility fifty-two (52) weeks a year in an advertising environment uncluttered with competing messages. This position develops category leadership, helps increase sales and becomes the lead in-store merchandising vehicle. The ASDEM system is offered to brand manufacturers 22 on a category exclusive basis. Sign copy can be changed as often as every 6 weeks. Preferably, the brand manufacturer 22 rents the panel surfaces for a specific time period with a minimum contract period (which may be, for example, eight weeks) and a maximum contract period (which may be, for example, one year). Brand manufacturer clients 22 are given first option to renew their lease for a like period of time. The space allows the use of logos, photographs, computer designed images and script.

Preferably, one leading retailer 26 from each of the large retail chain niches (Home Improvement, Discount, Drug Stores, Grocers, Office Supply etc.) is selected. That one retail chain 26 is the only retailer in its business category to be offered a contract, which will generate a rental income stream for the retail chain 26. The size of this new income stream depends on the chain's 26 size and sales volume.

Preferably, exclusive brand manufacturers 22 are then selected by the retailers 26 participating in this program to represent them in each product category. In a grocery chain, those categories would number forty (40) or more and include soda, snacks, beer, condiments, candy, soup, cookies, cereal and pet foods. We anticipate that brand manufacturers 22 selected to merchandise their products in an exclusive environment will see substantial sales gains.

Although reference is made herein to brand manufacturers, the invention may be used by sub-leasing the display space to importers and distributors as well.

The System Owner: manages the entire pattern of activity, installing the necessary fixtures, providing graphic services and holographic design options, completing face changes and providing in-store maintenance on a regular basis. The system owner ensures that the brand manufacturer's merchandising message has impact and is effective while safeguarding the retailers' standards and guidelines.

Partner's Program^SM: A unique strategic alliance is formed by the system owner 24 on behalf of the retail chain 26 with designated brand manufacturers 22. This alliance is known as the Partners Program^SM. In a preferred embodiment, the Partners Program provides for periodic meetings between top executives of the brand manufacturer 22 and the retailer's top executives. In these meetings, participants review the sales performance of the _ _ _

participating brand manufacturer 22. If sales goals are not being realized, corrective steps are jointly developed and then implemented by the retailer 26 in an effort to improve sales performance. Examples of corrective measure would include new product locations, larger buys, price changes and new inventory controls.

SECOND EMBODIMENT

Each of the major segment leaders is a retail chain with distinctive goals, attributes, standards and cultures.

Once these elements have been colored in clear tones and taken to the employee and consumer fabric, that retailer has gained a position of differentiation; setting it apart from all competitors, and making it a distinctive employer.

Retailing history shows us that each successful company engaged in a responsive effort to provide convenience, product variety, certain quality, price, services, priorities and atmosphere meant to satisfy their own particular customer base, attracted new consumers with similar needs and values. Today that effort continues in ways that broaden or deepen the retailer's customer base as new products and services are added to aggressive new store development. But the success of those plans has never been more dependent on retaining talented employees and attracting quality new hires.

With the population essentially fully employed, new store expansion and new program implementation require successful employee retention programs. Once loyalty is instilled by a sensitive company deliberately finding ways to repeat those personally meaningful experiences employees seek, retailers can then - and only then - look to add employees to their secure staff base. Addressing potential new hires is more than simply a matter of spending money on advertising. And it must be something more than advertising, because few retailers can afford to commercially advertise until turnover is replaced and new stores fully staffed.

This situation exists today and is acknowledged by all major chains in expansion mode.

What is less clear to them is what to do about it. Needing results and delivering results are far apart. To continue thriving, each chain will eventually seek methods of developing loyalty, methods of finding potential new employees and methods of motivating qualified individuals to apply for positions. . _. , . „ _

Personnel executives understand that the company's best employees often hold interests similar to those of some of their best customers. That is to say that employees who are effective because of their expert product knowledge, enthusiasm and desire to help customers select the most suitable merchandise, very often serve customers who fully understand the nuances of products they buy and shop with determination born of experience and confidence in using such products.

Because these dynamics occur within the store, the inventors have developed products and delivery systems for growing retail chains that inspire employee loyalty, consumer appreciation and an interest in joining the organization. In no circumstance are these three elements separated, sacrificed or obscured. "Selfcell"™: Because the product is delivered from a single cell of projectors and because it deals with the subject of self-promotion, the name "Selfcell" carries with it special meaning. Referring now to FIG. 4, the Selfcell™ system consists of a series of projectors 58 that are ceiling-mounted above the checkout aisle 59 corresponding to the checkout counter 60. The equipment is essentially out of sight as the shelf 62 upon which they are attached blends with the ceiling, is mounted at a height 64 of about fifteen (15) feet off the floor and boxed from view from behind and beside.

The equipment projects images onto a screen 66 stretched behind the checkout counter 60. Preferably, the screen 66 is mounted approximately 12 feet off the floor and is invisible to the casual observer. In the embodiment shown, the screen 66, is made of transparent film, is five feet wide and is as long as the main line of cashier stations (usually 60 to 80 feet).

The equipment projects images upon the transparent film screen 66 in a manner that a new image gradually comes into focus over the previous image. The graduation is designed to impart a feeling that no image is being discarded. Rather one image gradually overtakes another, creating a cumulative impression, rather than a disjointed series of single images, each rejected and substituted for another.

Along the 60 foot screen 66 will be projected four different images. Each image is in full color. Each image is a still photograph. The images can be designed so that pictures continue to change behind a scripted theme. For example: "Don't forget that the sale of our merchandise comes with free advice on uses." Or, "We stand behind the quality of all our products and the quality of all our people." Or "Our employee family is expanding...consider a future with us." _^ .. „ „

The typical projected "show", so to speak, takes 20 minutes before automatically repeating. This means that it is unlikely that any customer will find the material familiar or boring. Even regular customers routinely shopping on the busiest days will find fresh material because the "shows" are replaced every 8 weeks.

Each "show" consists of between 220 and 325 individual images. Each image is specifically taken from the most applicable and dramatic environments. Often this involves in-store exchanges with customers, between employees, at customer sites and among family and friends.

Show themes may include (but are not limited to): Employee Loyalty & Retention New Employee Opportunities

The system includes these elements: Equipment

Installation & Maintenance .. Script Development in conjunction with client's Human Resources

Department

Photographs, Editing, Duplication & Shipping 1 Year Contracts with 6 unique shows monthly rental + the cost of electricity

Equipment:

4 projectors and a computer controller will be purchased for each of the stores.

Experienced subcontractors will be awarded installation contracts based on their reputation and capacity. Mounting shelves and valance screens will be preassembled and installed between 8PM and Midnight.

Shipping: Each new "show" will, for example, be shipped to an installing firm on a substitute schedule every 8 weeks.

Tape Replacement, Maintenance & Demonstration: . .. _ _

Video subcontractors will receive the new tapes and install them over a 10-day period. The replacement is timed to require 20 minutes per home center store. While installing the new tape, the subcontractor will change all bulbs, examine the equipment and all electrical connections, vacuum the mounting shelf and projector surfaces and apply dustguard to the film screen. Damaged screens are replaced between the 4^th and 5^th new tape installation.

OTHER TECHNOLOGIES

The system owner will offer a lenticular product to retailers and manufacturers on a non-exclusive basis. This product line offers images with between one and eight dimensions (e.g., 3-D), and will feature the customer's message either over aisle or above display. Lenticular technology is described in U.S. Patents 5146703, 5539487, 5600402, 5697006, 5724758, 5828495, 5812152, 5852512, 5905593, 5924870, 5949933, all of which are expressly incorporated by reference herein.

Preferably, this product is not rented but sold. To market this line, the system owner will contact retailers and manufacturers. As with the product line, the system owner will handle all sign production. In store installation can be handled by either the system owner or the customer.

VARIATIONS ON POSITIONING

1. Over Shelves Referring again to FIG. 4, the inventors have developed another signage product 68 that may be used in retail stores called MOSDEM™ ( Decision-Making). This product 68 may be provided in a variety of shapes and sizes, but 15" high and 24"long is a preferable size. Given this size, a rectangular sign 68 with one or two faces may be used. The sign 68 may be made from holographic materials or from lenticular lenses. It may be a screen upon which images appear and move. It may contain a speaker for full audio capability.

That "sign" 68 may be mounted on a platform that itself moves back and forth - as a turntable would with stops that function for some portion of 90 degree turns on either side of a "front" position. An actuator having a reciprocating piston, or other conventional mechanical means, may provide the movement.

The platform, upon which the sign is mounted, is itself mounted to the rear of the topmost stock shelf frame 69 (of a grocery store, for example). Attached to the rear of the top shelf frame member 69 are brackets that hold the sign platform, electrical wire for . .. _ _

illumination, sound, scent or steam dispensing mechanisms and any electric motors used to add dimensions to the display.

Embodiments of the Mosdem™ device include: (1) a single sided graphic panel 68 with a single light 70, all of which is stationary, (2) a single sided graphic panel and lamp that moves back and forth 71 in an arc of 180 degrees or less, (3) a triangular shape of joined graphic panels 72 that moves in a circular fashion on a turn-table along with one to three light fixtures, and (4) a circular panel band 74 of multi-imaged graphics that moves in a continuous circular motion along with one or more lights.

2. Wall Mounted There are many applications that do not involve signs that are viewable from two directions. In these instances, single sided signs are mounted to a surface. An example is a contract with the United States Post Office. Here, four signs would be mounted to the wall surface above the service counters of Post Offices. Three of these signs (which may measure about 2'x2', or other convenient size) might feature the latest stamps being sold, while the fourth might advertise one or more high margin products that the Post Office wants emphasized - for example "Priority Mail".

Another example can be found in fast-food restaurants. There, menu boards are displayed on a wall behind the order counter. These menu boards usually include photographs of featured food products. This merchandising device often includes images of the current promotion - be it a new sandwich, a combination of products or a toy. These displays may be included in the program.

These two examples (the Post Office and the fast-food restaurant) are both in retail venues, but vary from grocery stores because they: a) may employ single-sided (instead of double sided) signs; b) may display signs from surface mounts; c) may display images from reduced heights;

Preferably, the system owner sells the signs (installed) to the user - on some plan that changes faces throughout the year - since the chain owner is featuring only his own products.

THE MARKET The retail environment is extremely competitive. Retailers are seeking new ways to reduce costs and increase revenues. Cost reduction is coming from such efforts as _^ .. „ „

demanding greater supplier concessions, and major new efforts such as supply chain analysis and more efficient check out systems. Traditional revenue enhancers are constantly managed by changing products, promotions and suppliers.

Merchandising ideas of driving sales have consisted of voice shelf talkers, coupon shelf machines, videotapes etc. There has been a constant emphasis on improving use of the cube footage of the store, however there has been little innovation. Concepts such as suspended banners and signage have been used with mediocre success. Retailers are desperately searching for new revenue streams without adding costs. The dynamic of retailer consolidation and category killers has increased the frenzy. Retail chains desire exclusive concepts to help differentiate themselves from their competition. Manufacturers are also facing increased competition. ^' There is a powerful need to differentiate their products from those of their competitors without further eroding margin. An ongoing search for innovation in advertising and merchandising has produced only minor advances.

Both manufacturers and retailers are interested in forming mutually beneficial strategic alliances to build profitable businesses. An example would be a home center's Olympic Family concept where selected manufacturers are able to participate as Olympic family members under the home center's master sponsorship, and benefit from increase store positioning, special buys and a close working relationship and exposure to the home center's top management. FIG. 4 is an organization chart showing the various types of customers that may be involved in the exemplary method.

APPROACH TO DEVELOPMENT AND DEPLOYMENT

An initial sample of the hologram was created and tested using a 2-foot panel. The sample successfully achieved the desired visual results when tested in a retail store. .

Preferably, a targeted approach is employed to approach the retail market. Initial contact will be with chain retailer niche leaders. The approach would be based on the retailer adopting the concept, which involves their key brand manufacturers. Upon their stated interest in pursuing the concept, the system owner would work with them to develop manufacturer targets allocated on an exclusive basis for each product grouping. The plan would be implemented as follows:

1. Work with chain retailer to identify rental concept - ... _ „ _^

2. Develop manufacturer attraction concept

3. Develop exclusive product categories

4. Develop manufacturer targets and plan for each

5. Retailer CEO writes letter of invitation to manufacturer targets to invite them to strategic meeting 6. The theme of the program is unveiled and the manufacturers are told their exclusive product areas.

7. Manufactures are offered a role in a strategic partnership with the retailer's top management down to the VP merchandising level.

8. Package includes rental periods, cost, in-store location, description of merchandising copy and in-store servicing.

9. Manufacturers are offered four special buys a year (normally once a quarter for non- - seasonal merchandise) featuring end-cap location and flyer advertising.

10. Manufacturers will be given first right of refusal for one renewal for their product category and contracted rental period. 11. Upon the end of the rental period, the product category will be opened up to competing manufacturers

Manufacturer Targets

The participating retailer will strictly drive manufacturer targets. The system owner's staff will not directly solicit manufacturers without first contracting with a sponsoring retail chain. The following (non-exclusive) list provides examples of some types of business in which the invention may be practiced.

Home Improvement Discount Stores

Office Supply

Drug Stores

Super Markets

Electronics Wholesale Clubs

FUTURE GROWTH AND DEVELOPMENT - GROWTH TREE

As mentioned, the initial target market is retail stores. However the concept of renting space for advertising and merchandising has additional market opportunities. These include the following: Secondary Retail Opportunities

- convenience stores, mini-marts department stores

- franchise chains - nursery, florists, lawn and garden

- auto parts

Restaurant Chains

- fast food - mall food courts

Malls

- retail stores

Movie Theaters - customer entry areas

- in theater (pre movie)

Airports

- gate waiting areas - baggage claim

- auto rental

Offices food service areas

Truck Rental side of truck advertising

There are also non-rental markets could also be pursued for direct sale and maintenance agreements, which may include, but are not limited to, the following:

Malls

- traffic areas Manufacturers . . -

- use in store displays

- counter area for food products

- show displays Airports ticketing areas Sports Stadiums Banks

- lobby areas Offices

- entry areas Post Office

- customer retail store counter areas

Consumer Product

- teenagers room

Although the invention has been described in terms of exemplary embodiments it is not limited thereto. Rather the appended claims should be construed broadly to include variations and other embodiments that may be implemented by those skilled in the art without departing from the scope and range of equivalents of the invention.

Claims

. _ ..What is claimed is:

1. A method for advertising a product, comprising: projecting an image or graphic above a space in a retail store, the image or graphic containing an advertisement; paying the retail store for allowing the image or graphic to be projected; and collecting a fee from at least one entity that is sponsoring the advertisement.

2. The method of claim 1 , further comprising: establishing an exclusive relationship with a single retail store or single chain of retail stores within a given category of stores, so that the image or graphic is projected in that retail store or chain of retail stores, but not in retail other stores competing within the same category.

3. The method of claim 1, further comprising: establishing an exclusive relationship with a single entity within a given category of products or services, so that other entities cannot coincidentally sponsor the advertisement.

4. The method of claim 1, wherein the image or graphic is projected as a hologram.

5. The method of claim 1 wherein the entity is one of a merchandiser and a service organization.

6. The method of claim 4, wherein the hologram is projected between about two and three meters above a floor of the store.

7. The method of claim 4 wherein the hologram is projected above an aisle in the store.

8. The method of claim 4 wherein the hologram is projected above shelf stock in the store.

9. The method of claim 7, wherein the hologram is projected between about three meters and about six meters above the floor.

10. The method of claim 1, wherein the image is animated.

. ..

11. The method of claim 1 , wherein the image is projected using a lenticular image apparatus.

12. A method for advertising a product, comprising: leasing air rights from a retail store; sub-leasing the air rights to a brand advertiser; and projecting an image or graphic containing an advertisement in the retail store, the advertisement being sponsored by the brand advertiser.

13. The method of claim 12, wherein the air rights cover space above stocked shelves in the store.

14. The method of claim 12, wherein the air rights cover space above an end of an aisle in the store.

15. The method of claim 12, wherein the leasing is performed on an exclusive basis.

16. The method of claim 12, wherein the sub-leasing is performed on an exclusive basis.

17. A method for advertising a product comprising the steps of : projecting an image or graphic above a space in a retail store, the image or graphic containing an advertisement; and receiving payment from at least one entity that is sponsoring the advertisement.

18. The method of claim 17, wherein the image or graphic is projected as a hologram.

19. The method of claim 18, wherein the hologram is projected at least about two meters above a floor of the store.

20. The method of claim 18, wherein the hologram is projected between about three meters and about six meters above the floor.

21. The method of claim 17, wherein the image is animated.

22. The method of claim 17, wherein the image is projected using a lenticular image apparatus.

23. A system for advertising in previously unused overhead spaces in retail stores comprising a plurality of image generators including at least one of the group consisting of lenticular imaging apparatuses, holographic imaging apparatuses and video imaging apparatuses.

24. The system of claim 20 wherein at least one of the image generators comprises a holographic imaging apparatus defined by a rotatable four-sided box, each side including a holographic panel.

25. An installed system for advertising comprising: a plurality of overhead-mounted rotatable holographic imaging devices; and a plurality of overhead-mounted projectors and corresponding projection screens.

26. The installed system of claim 25 further comprising a plurality of shelf-mounted devices, each of the plurality of shelf-mounted devices including at least one graphic panel and at least one corresponding lamp, mounted on a top-most shelf of branded inventory.

27. The installed system of claim 26a wherein the at least one graphic panel is a single, stationary, graphic panel and the at least one corresponding lamp is a single lamp.

28. The installed system of claim 27 wherein the graphic panel and the single lamp are rotatable.

29. The installed system of claim 25 wherein the at least one graphic panel is three graphic panels joined together in a triangular shape, the three graphic panels being rotatable as a unit.

30. The installed system of claim 25 wherein the at least one graphic panel is a rotatable circular panel. _ _ _ _ _ _

31. The system of claim 25 wherein the system is installed in a public gathering place.

32. The system of claim 31 wherein the public gathering place is a retail establishment.

33. The system of claim 31 wherein the public gathering place is one of a grocery store, a mall, a stadium, a post office and a trade show.

34. The system of claim 31 wherein the retail establishment includes a plurality of aisles and the system includes at least one overhead-mounted rotatable holographic imaging devices located over each of the aisles.

35. The system of claim 31 wherein the retail establishment includes at least one checkout counter having a corresponding checkout aisle and the system includes a plurality of overhead-mounted imaging projectors located over the at least one checkout aisle wherein the projectors are capable of projecting images on a projection surface visible to viewers in the checkout aisle.

36. The system of claim 33 wherein the projection surface is an overhead-mounted projection screen located over the checkout counter.

37. The system of claim 33 wherein the projection screen is transparent.

38. An installed system for advertising in a retail establishment having a plurality of merchandise aisles and at least one checkout aisle comprising: at least two overhead-mounted rotatable holographic imaging devices located over each of the merchandise aisles; and a plurality of overhead-mounted imaging projectors located over the at least one checkout aisle wherein the projectors are capable of projecting images on a transparent projection surface visible to viewers in the at least one checkout aisle.

32. The method of claim 1 further comprising the steps of: coordinating a strategic alliance between a brand advertiser and the retail store wherein at least one representative of the brand advertiser and at least one representative of the retail store periodically meet to review sales performance of brand advertiser's products; and implementing changes in advertising the brand advertiser's products developed in response to the periodic meetings between the at least one representative of the brand advertiser and the at least one representative of the retail store.

33. The method of claim 12 further comprising the steps of: coordinating a strategic alliance between a brand advertiser and the retail store wherein at least one representative of the brand advertiser and at least one representative of the retail store periodically meet to review sales performance of brand advertiser's products; and implementing changes in advertising the brand advertiser's products developed in response to the periodic meetings between the at least one representative of the brand advertiser and the at least one representative of the retail store.

34. The method of claims 17, further comprising the steps of: coordinating a strategic alliance between a brand advertiser and the retail store wherein at least one representative of the brand advertiser and at least one representative of the retail store periodically meet to review sales performance of brand advertiser's products; and implementing changes in advertising the brand advertiser's products developed in response to the periodic meetings between the at least one representative of the brand advertiser and the at least one representative of the retail store.