AND INTERNET

Field of the invention

[0001] This invention relates to a new and surprising method and system of selling merchant gift cards where added value is created for customers, participating merchants and for broadcasters through mass marketing via television and webcasting.

Summary of the Invention

[0002] According the present invention value is created for customers, merchants and broadcasters by the method and system which comprises carrying out the following steps:

• An agreement between a merchant and a broadcaster is entered into whereby the merchant permits a broadcaster to offer for sale and collect payments from customers for merchant gift cards in return for broadcasting via television or webcast interactive branded segments which feature the merchant and brands of the merchant.

• Interactive branded segments are then broadcast that include an offer to sell and deliver a participating merchant gift card accompanied by a bonus in return for customer payment to the broadcaster of the dollar face value. Alternatively the broadcaster can offer to sell and deliver a merchant gift card in return for customer payment of less than the dollar face value of the merchant gift card.

• An interactive voice and data recording system is enabled and maintained in conjunction with the broadcasting of the interactive branded segment. The Interactive system manages incoming and outgoing calls to and from customers for the sale and purchase of merchant cards according to payment and delivery terms as described in the broadcast segment.

• Finally, gift card and bonuses are delivered to the customer and payments are collected by the broadcaster. Brief Description of the Invention

[0003] According to the method of the present invention, customers are provided the opportunity to buy gift cards of participating merchants, preferably, for the face value of the gift card less the value of a bonus payment or at a discount price. Value is created for participating merchants as a result of the broadcasting to television or web-cast audiences of shows or interactive branded segments that feature the merchant's brands. Broadcasters create value by designing and airing interactive branded segments or shows featuring the participating merchant's brands in return for the right to collect payment from customers for gift cards that are sold to broadcast customers.

[0004] According to an initial step of the present invention, a broadcaster enters into an agreement with a participating merchant to broadcast over the broadcaster's television or web cast facilities an interactive branded segment devoted in whole or in part to the merchant's goods or services in return for the right to offer and collect payment from broadcast customers for an agreed on money value of gift cards. In a preferred embodiment, the broadcaster designs the branded segment for the participating merchant, however, merchants may elect to design their own branded segments in accordance with parameters and specifications agreed on with the broadcaster,

[0005] Once the content of a branded segment designed to promote the participating merchant and the money value of the gift cards has been agreed on, the broadcaster airs the agreed on interactive branded segment via television or web cast facilities.

[0006] An integral part of the broadcast of any interactive branded segment includes a real time offer to sell to the viewing audience of potential customer's gift cards for face value coupled with a bonus payment by the broadcaster or, alternatively, an offer of a discount. Bonus payments are usually preferred. Preferably, the real time offer comprises a limited number of gift cards for a limited period of time. More preferably, the spread or difference between the value to be received by the customer and the amount to be paid is widened as the duration of the segment being aired progresses thereby creating further incentive for customers to purchase the remaining cards before the conclusion of the branded segment. Bonus awards or rebates to customers may be paid by check, cash, or in the form of add on gift cards. A bonus can be honored together with or separately from the gift card that is purchased; or the bonus can be donated to charity where the systems are programmed to do so. As is apparent, the purchase of gift cards for use as gifts to others or, alternatively, for the leveraging of personal buying power can be achieved through the present invention.

[0007] It is important that the branded segment that incorporates an offer to purchase gift cards is broadcast in real time or live in order to permit customer interaction and response by customers that wish to purchase gift cards according to the offer being currently broadcast. In a preferred embodiment, a live or real time branded segment may be broadcast together with background, for example, to create the illusion that the branded segment is being broadcast from a live studio setting. A real time host person can be employed in conjunction with the branded segment if desired. Systems and methods for creating and synchronizing such effects are known in the art and are readily adapted for use in the present invention.

[0008] Numerous games and forms of auctions are employed in conjunction with the practice of the present invention in order to make the experience of participating in the purchase and sale of the gift card interesting and exciting. A preferred method to be employed in offering gift cards in conjunction with the present invention, may be likened to a Dutch-auction where the price to be paid is decreased over the period during which an item is offered for sale. That is true whether a progressively higher discount is offered for the sale of a gift card of stated value or a progressively higher bonus award is offered. The net result is that the customer who waits until the near the end of the auction effectively may pay less than a customer who purchases at the beginning of the auction. The risk of waiting, however, is that the limited quantity of gift cards being offered may be sold to others. Hence the customer must balance the risk of waiting against paying a little more early in the auction. In another modification, the game rules of an interactive branded segment can specify that all participants who order gift cards receive the same final bonus. This encourages early participation and ordering especially if further bonus incentives are awarded on a random basis. Such auction and sale games are known in the art and are readily adapted for use in the present invention.

[0009] An important element of the method of the present invention comprises the interactive features of branded segments such that the viewing audience of potential customers is enabled to respond to real time offers as currently broadcast. Television or web cast viewers may respond by use of a telephone call to a number shown on the broadcast, by use of a conventional television remote appliance, by use of the keyboard or mouse of a computer connected to the internet and by like devices.

[00010] In the practice of the method of the present invention, customer responses by telephone, the interactive feature of a television remote appliance, or from a computer terminal are received and processed through an interactive voice and data recording system hereafter referred to as an IVDR system. The functions of the IVDR system include answering calls from the viewing audience in response to a live or real time offer being broadcast; and logging information including date, time and phone number or other identifiers of incoming calls or responses. Preferably, the IVDR system is further employed to contact customers who are logged into the system for the puipose of instructing them in the method of completing the gift card purchase transaction, notifying customers of bonus rebate information applicable to a transaction, and notifying selected customers of winning additional bonus rebates according to predetermined rules set forth prior to or during an on-air segment.

In another embodiment, a system for creating value for customers, merchants and broadcasters by selling gifts cards comprises in combination:

• A computerized gift card management system wherein information is maintained to record and access information pertinent to agreements made between a merchant and a broadcaster whereby the merchant authorizes a broadcaster to offer for sale and collect payments from customers for merchant gift cards in return for television or web-cast broadcast of interactive branded segments of said merchant.

• A system for broadcasting via television or web-cast interactive branded segments that include an offer to sell and deliver a merchant gift card accompanied by a bonus in return for customer payment of the dollar face value or an offer to sell and deliver a merchant gift card in return for customer payment of less than the dollar face value of the merchant gift card, wherein said merchant gift card is selected from an entry in said computerized gift card management system.

• A computerized interactive voice and data recording system maintained in conjunction with said broadcasting system for managing incoming and outgoing calls to and from customers for the sale and purchase of merchant gift cards according to payment and delivery terms of said broadcast.

• A system for collecting payment and delivering a gift card and optional bonus to a customer. The system also includes broadcasting an interactive branded segment in which an offer to sell gift cards where the monetary value of the bonus offer is increased during the period of the interactive branded segment.

DETAILED DESCRIPTION OF THE INVENTION

Definition of terms and phrases

[00011] The term "gift card" as employed herein means a document or record of a right purchased by a customer to be honored by a merchant for the sale of a defined monetary amount of goods or services. The right to purchase may be general to the holder or possessor of a document or, alternatively, may be made personal to a named person or organization according to the agreed on terms and conditions. Any purchase right conferred on a customer to be honored by a merchant is included within the meaning of "gift card".

[00012] The term "bonus" as employed herein means consideration paid to a customer in connection with a customer's purchase of a gift card and includes rebates or awards by check, cash, supplemental gift cards, merchandise, or services, A bonus also includes prizes or gifts awarded in relation to the sale of gift cards.

[00013] The term "interactive" as employed in the phrase "interactive branded segment" includes the interaction and participation of a viewer of a television or webcast where the viewer responds to a live or real time presentation of information being broadcast where the response is by telephone, remote button, computer terminal, or the like that signals participation of the viewer to the current information being presented including but not limited to the acceptance of an offer to sell a gift card. Also included within the meaning of "interactive" is a response to participation of the viewer or viewers including the recording and logging in of call in data and information, call out responses such as contacting call in participants with information and instructions, and, optionally, employing the call in information including frequency or numbers of calls to adjust gift card offers by raising, lowering or maintaining bonus or discount amounts in response thereto.

[00014] The term "IVDR" as employed herein refers to computerized interactive voice and data recording systems such as are known in the art and are readily adapted to manage call in, call out, data recording and other functions in connection with the method of the present invention. Such systems are also known in the art as IVR systems.

[00015] The word "branded" as employed in the phrase "interactive branded segment" includes the products or services of an entire organization as well as to a specific product or service of an organization. A "branded" item may be a company, product or service which is covered, for example, by registered trademarks or service marks, pending trademarks or service marks, or simply known in the trade or public circles as referring to a specific organization, product or service, In many circumstances, "branded" includes the entire product and service line of a specific company while in others "branded" refers to specific businesses, products or services. For example, one may refer to the P&G brand, which is a shorthand reference to products and services of the Proctor and Gamble Company. Eukanuba [R] pet food is a specific product brand of Proctor and Gamble. The word "branded" is broad enough in this context to include the promotion of a generic line of goods or services, for example, where an organization chooses to promote a generic line of drugs intended to combat a specific disease for the public good. Such drugs or products may be offered by more than one company.

[00016] The word "segment" as employed in the phrase "interactive branded segment" means a period of time such as a specified number of minutes of air time that is devoted to promoting a specified merchant or brand. A segment includes reference to a specific show for broadcasting. [00017] The term "merchant" as employed herein includes organizations or individuals that offer for sale or sell, broker, barter or exchange any type of goods and services. For purposes of the present invention, any individual or organization that offers for sale gift cards is a merchant.

[00018] The term "broadcaster" as employed herein includes persons and organizations that transmit information including entertainment, commercial information, sports, and like shows via television and the internet or world- wide-web in a format such that the signals can be received by commercial and residential locations. The transmissions are accomplished by satellites, cable, and other known means. Potential customers are viewers or those in communication with viewers who receive the input on television sets, computers, and mobile devices including cell phones and like devices. The term "broadcaster" also includes agents, affiliates, employees or others that perform business functions in connection with a person or organization that operates the designing, scheduling or transmitting functions. Such business functions include marketing, negotiating agreements, and the like.

[00019] The practice of the present method includes the interaction and synchronization of several related steps and systems as follows:

1. Merchant identification and participation

2. Gift card management system

3. Design of interactive branded segments

4. TV and web-cast show scheduling and management system

5. IVDR system including call in and call out management

6. Gift Card shopping system

7. Gift card order and delivery system

[00020] Computerized systems employed in connection with the practice of the present invention include methods and means known in the art. Based on the description of the present invention, the adaptation of such known systems to enable practice of the present invention related to marketing gift cards is within the skill of the art.

Merchant identification and participation

[00021] Merchant identification and participation is required as an initial step. Those skilled in the marketing arts will recognize the need to identify stable merchants for participation in the method of the present invention that include retail establishments, banks and financial institutions, manufacturing and marketing organizations, non-profit and charitable organizations and others that offer for sale gift cards which may be redeemed by gift card holders according to specified terms and conditions.

[00022] Retail establishments preferably include those with numerous store locations for the sale of furniture, clothing, jewelry, electronics, food items, building materials, home appliances, maintenance and construction equipment, gasoline and energy supplies, and the like. Many such retail establishments offer gift cards for sale to customers. Examples of such retail establishments include, Macy's, Circuit City, Best Buy, and Lowe's.

[00023] Banks and financial institutions include organizations such as American Express, and banks participating in issuing Master Card and Visa gift cards.

[00024] In order to participate, merchants agree to permit the broadcasting of an offer for sale of an agreed on monetary amount or quantity of gift cards by a broadcaster. The broadcaster prepares, schedules, and airs an interactive branded segment. The segment or show identifies and promotes the participating merchant and offers gift cards of the merchant for sale together with an incentive preferably in the form of a bonus or rebate although a discount is within the scope of the invention. As consideration for its broadcast services a broadcaster receives a portion or all of the payment by customers who purchase the gift cards. A merchant essentially purchases air time and advertising of his brand or brands and stimulates sales of goods and services via broadcasting of interactive branded segments in return for the broadcaster's collection of payments for gift cards purchased by customers. [00025] Preferably, a participating merchant and a broadcaster enter a written agreement which specifies the rights and obligation of each party including the total amount of gift cards or rights to be sold, quantities, gift cards design, images, use of trademarks and logos, security features, and other terms and conditions. In addition, such agreement covers the obligations of the broadcaster such as preparation and design of interactive branded segments, number and duration of airing of such segments, and rights to payments. In addition, such agreement may provide for the broadcaster's rights and obligations in maintaining the gift cards and rights of sale following the on-air segments.

Gift card management system

[00026] Once a merchant agrees to participate, relevant gift card information is entered into a gift card management system. Information includes the merchant's name, value and number of gift cards to be issued, logos and images to be employed in issuing and validating individual gift cards to specific customers. Additionally, depending on an agreement with a merchant, restrictions or limitations on the amount of bonus compensation or discount to be granted in total or in specific instances can be included in this system.

Design of interactive branded segments

[00027] In order to practice the method of the present invention, a show or broadcast segment must be designed and tailored to identify and promote a merchant and brands associated with a merchant. Promotion of a brand is accompanied by presentation of an offer to sell gift cards or cards, preferably in limited numbers depending on the length of the branded segment. Preferably in an interactive branded segment an offer to sell a gift card is accomplished in the context of a game or auction format designed to capture and maintain interest of the viewing audience. For example, a five-minute duration branded segment can be designed to offer for sale twenty one-hundred dollar face value gift cards with initial bonus compensation of $10 cash payment. The rules of the game could also provide for a $10 bonus payment for the third caller or other caller to be logged into the system or to be selected at random. The segment can be pre-programmed to adjust the bonus compensation at progressive intervals, for example, raising the bonus award to $15 if one-half of the gift cards being offered are not sold within the first three minutes of the segment and further raising the bonus at a later interval. Additional prizes can be designed into the segment as desired to spark interest and response of the viewing audience. Additionally or alternatively, a segment can be designed to adjust the level of bonus or prizes in response to information logged into the IVDR system such as the number or frequency of responses logged into the system within a specified duration.

[00028] A wide range of games and auction methods can be employed in the method of the present invention including the example set forth above. Other examples of games that can be employed are described in US patent application 20060282368 entitled Adaptive Stochastic Transaction System which is hereby incorporated by reference.

[00029] In addition to the live or real time segments described above, the branded segment can be designed to include non-interactive background information of a general nature such as the appearance of a studio setting including stationary objects or moving personnel and objects or designs. The accompanying background information can include promotional information pertaining to other products or services including various brands of the participating merchant.

[00030] The segment can be designed for broadcasting in the presence of a host or hostess who participates or comments as the auction or game proceeds. If the host or hostess is presented live during a broadcast, phone calls or e-mails can be taken from the audience to further spark interest and purchasing by the viewers.

TV and web-cast show scheduling and management system

[00031] New shows and interactive branded segments are scheduled for on-air broadcasting via television and internet. Preferably, scheduling is coordinated with other shows by entry of the pertinent information into a show scheduling and management system. Such systems comprise computer and software systems that are known to those skilled in the art. The information fed into the system includes the time duration of a show, information specific to the interactive branded segment to be aired, the desired time slots and number of broadcasts, and other information that may be required to assure that a specific branded segment is made available for broadcasting according to parameters agreed between the broadcaster and the participating merchant. The scheduling and management system preferably establishes and displays the schedule so that advance announcements or schedules can be made for the benefit of upcoming viewers and then the system prompts and makes available shows for airing at the scheduled times.

IVDR system including call in and call out management

[00032] When a specific interactive branded segment or show is initiated according to the schedule, an IVDR system is enabled to accept and manage customer interaction including call-in and call-out functions. Such IVDR or IVR computer and software systems are known to those skilled in the ait for performing a wide range of tasks associated with the automatic recording and logging of customer call in information and broadcaster call out tasks. Included in the call out tasks are customer notifications and instructions according to pre-programmed directions. Customer call-in includes any form of customer interaction whether by telephone, an interactive button of a television remote, or from a computer terminal via mouse or keyboard.

[00033] More specifically in the practice of the present invention, for example, a customer that views an on screen offer to purchase a merchant credit card for a customer payment of $100 in return for issuance to the customer of a $100 credit card plus a bonus payment or card of $10 can call into a number being broadcast as part of the on air show and indicate willingness to accept the offer. The date, time and call in numbers are recorded and logged into the IVDR system. If desired, according to a preferred embodiment, the customer can select an option in the system and be transferred to a sales representative to complete the sale or conduct further shopping.

[00034] Where the customer does not request transfer to a sales representative, the IVDR system can call back to the customer on completion of the show or branded segment and provide information as to final bonus awards and winning of special prizes or additional bonuses, if any. Further the system provides instructions to the customer as to completion of the gift card sales, payment, delivery and card validation.

Gift Card shopping system [00035] In a preferred embodiment, a customer desirous of purchasing a gift card in response to and interacting with an on the air branded segment can select an option and be transferred to a sales representative. The representative is part of a preferred gift card shopping system which can contain an array of gift cards of participating merchants. The contents of the gift card shopping system are preferably based on information derived from the gift card management system referenced above. The contents of the gift card shopping system or portions thereof can be described to call in customers by a sales representative. The contents of the gift card shopping system can be displayed at a designated web site address to facilitate additional gift card shopping. Alternatively, the customer and sales representative can simply complete an on air offer.

[00036] The contents of the gift card shopping system can contain an array of offers including gift cards of participating merchants for sale at face value, discounts, or together with bonus awards or rebates. A customer can be motivated to call the gift card shopping system at any time at a telephone number or web-site address specified, for example, during the airing of branded segments.

[00037] Computerized systems for the entry, display, maintenance, interaction and management of displays are known to those skilled in the art and can be modified to provide the gift card shopping system described herein.

Gift Card order and delivery system

[00038] Customers place orders for gift cards as a result of receiving instructions from an IVDR system employed in conjunction with the airing of an interactive branded segment or as a result of interaction with the gift shopping system. Customer orders are recorded and logged into a gift card order system where customer payment and shipping or delivery instructions and tracking data are stored and managed. Computerized systems for the management of orders and delivery of goods are known to those skilled in the art and can be modified for gift card orders and delivery as described herein.

[00039] Many modifications and alterations of the method of the present invention will become apparent to those skilled in the art without departing from the scope of the present invention.