WO2001031534A2

WO2001031534A2 - Interactive multimedia methods for marketing of goods and services

Info

Publication number: WO2001031534A2
Application number: PCT/US2000/029096
Authority: WO
Inventors: Zachary E. Gerut
Original assignee: Triscan, Inc.
Priority date: 1999-10-22
Filing date: 2000-10-20
Publication date: 2001-05-03
Also published as: AU1098701A; WO2001031534A8

Abstract

Methods of marketing a seller's goods and services are provided which incorporate interactive multimedia presentations. An interactive multimedia presentation may be prepared which includes still and/or moving images and audio. The presentation may also include computer programs such as calculation tools, graphical data processing tools, data storage tools, and network connectivity tools to accept and process customer input data. This data may then be processed to reflect the nature of the goods and services offered. Potential customers, once identified, may receive the multimedia presentation electronically by receiving access to the presentation on an Internet website, a television set-top box, electronic mail, or servers with downloadable software. The multimedia presentation may also be distributed by sending potential customers storage media on which the presentation is stored.

Description

INTERACTIVE MULTIMEDIA METHODS FOR MARKETING OF GOODS AND SERVICES

This application claims the benefit of U.S. provisional application Serial No. 60/160,905, filed October 22, 1999, which is hereby incorporated by reference herein in its entirety.

Background of the Invention

This invention relates to methods for the marketing of goods and services. More particularly, this invention relates to methods of marketing goods and services incorporating interactive multimedia presentations .

Various techniques for marketing goods and services are often used to relate merits of a seller's products and services to potential customers. Some factors that may be considered by a customer when determining whether to purchase a seller' s products or services include cost, suitability to customer needs, quality of services and retrofitting, etc. Due to recent technological innovation, many interactive multimedia presentations are available which use video images and sound through a variety of electronic means. User input may be accepted to navigate through different aspects of these presentations .

It is desirable to provide new methods of marketing of goods and services which incorporate interactive multimedia presentations in order to take advantage of this technological innovation.

Summary of the Invention

It is, therefore, an object of the present invention to provide methods of marketing goods and services that incorporate interactive multimedia presentations .

Methods in accordance with the present invention may begin with a step involving preparing an introductory portion of the multimedia presentation that introduces a potential customer to a seller and the offered goods and services. A main interactive portion of the multimedia presentation may then be prepared. This interactive portion may be any suitable interactive presentation that enables the potential customer to interactively learn more about the seller and the seller's goods and services. Both the introductory and main interactive portion of the multimedia presentation may include still and/or moving images and audio. The main interactive portion of the multimedia presentation may also include computer programs such as calculation tools, graphical data processing tools, data storage tools, and network connectivity tools to accept and process customer input data.

The identity of- a potential customer may then be determined by demographic studies, focus groups, marketing surveys, random selection, or customer lists. The multimedia presentation may be distributed electronically by providing potential customers access to the presentation with an Internet website, a television set-top box, electronic mail, or servers with downloadable software. The multimedia presentation may be distributed by sending potential customers media, such as optical or magnetic media, on which the multimedia presentation is stored.

Brief Description of the Drawings

The above and other objects and advantages of the present invention will be apparent upon consideration of the following detailed description, taken in conjunction with accompanying drawings, in which like reference characters refer to like parts throughout, and in which:

FIG. 1 is a flow diagram of an overall process of preparing an interactive multimedia presentation in accordance with one embodiment of the present invention; and

FIGS. 2-8, 9A-9C, and 10-14 are illustrations of screen displays that may be presented in accordance with one embodiment of the present invention.

Detailed Description of the Invention The present invention is a method of marketing goods and services by providing interactive multimedia presentations to potential customers. Sellers of goods and services utilizing this marketing method may include retailers, cosmetic surgeons, dentist, construction companies, automobile repairers, and any other suitable person or entity.

Methods in accordance with the present invention may begin with a step involving preparing an introduction to a seller's products or services for a potential customer. This introduction may provide information about the name of the seller, the seller' s location, the seller' s reputation, and the goods and services offered by the seller. The introduction may be presented with the use of still and moving images and audio. The images may be text, video clips, animated graphics, computer generated graphics, digitized images, or any other suitable images. The audio may include speech, music, or other appropriate sound effects that complement the introduction.

The introduction may further include more information on different products or services offered by the seller. The information may be offered automatically, or the presentation may offer the customer with the choice to access more information about a particular product or service, or range of products and services.

The introduction may also allow the customer to slow or to quicken the pace of the introduction, or to skip or to repeat portions of the introduction. The introduction may further allow the customer to vary graphical aspects of the introduction by changing sizes, colors, or speed of change of images. The introduction may also allow the customer to change the volume and pitch of the audio. In one embodiment of the invention wherein the seller is a cosmetic surgeon, the introduction may include a greeting by the cosmetic surgeon. The greeting may be presented in the form of a video clip and be followed by an index of images representing different types of surgery that are available. The customer may select an image corresponding to a type of surgery, for example, rhinoplasty, to access further information on that type of surgery. Once prepared, the introduction may be incorporated into the beginning of the interactive multimedia presentation. The remainder of the interactive multimedia presentation may be designed such that the customer can revisit the introduction at any time. Alternatively, the introduction portion of the interactive multimedia presentation may be omitted.

The interactive multimedia presentation may start with a main interactive portion. The main portion of the presentation may include images and audio. The images may be any combination of text, video clips, animated graphics, computer generated graphics, or digitized images. The audio may include speech, music, or other appropriate sound effects. In addition, the presentation may include computer programs to accept and process customer input. Such computer programs may include calculation tools, graphical data processing tools, data storage tools, network connectivity tools, and other data processing tools. The computer programs may accept customer input. Customer input may be in the form of data provided by input devices such as computer mouses, digital cameras, scanners, storage devices, touch- sensitive display terminals, keyboard or keypad entry, light-sensitive display terminals, or voice-recognition devices, or any other suitable device. Storage devices may further include flash memory, floppy drives, tape drives, microdrives, CDROM drives, DVD drives, etc.

The computer programs may be used to provide more detail on some aspect of the seller' s products or services. For example, the customer may select some product or service in a specific configuration, and select a calculation tool which will calculate the costs of that configuration. Alternatively, the calculation tool will be automatically started by the presentation.

Graphical data processing tools may be included in the interactive multimedia presentation. The graphical data processing tools may use different technologies in processing data. Such technology may include morphing technology, paintbrush technology, ray-tracing technology, three-dimensional technology, or any technology suited to the nature of the graphical data. The tools may be selected by the customer or automatically selected by the presentation.

In one embodiment of the invention, the interactive multimedia presentation is used to market the services of a cosmetic surgeon. Using this embodiment, a potential customer may input an image file that shows the potential customer's face. Such a file may be acquired using a digital camera, or by scanning an ordinary photograph. A graphical data processing tool, which may use morphing technology to transform graphical data, may be included in the presentation. The graphical data processing tool may then be used to morph the image file according to the desires of the customer, and plastic surgery techniques that may be performed by the cosmetic surgeon. The graphical data processing tool may then produce a final version of the customer' s input image file to reflect what the customer would look like if the customer had the desired surgery performed.

A calculation tool, which may also be included in the interactive multimedia presentation, may calculate costs of the cosmetic surgeon's services represented by the morphing of the customer' s input data. The calculation tool may also provide a running tally of the costs at each stage of morphing.

The interactive multimedia presentation may also include network connectivity tools which enable the customer to connect electronically with the seller or an agent of the seller. An electronic connection may be in the form of an Internet chat session, electronic mail, telephone session, or live video session or other application of network connectivity. The network connectivity tools may be used by the customer to ask questions, to place an order, to download data, to upload data, to make an appointment, or for any other purposes for which electronic connectivity is used.

In one embodiment of the invention, the interactive multimedia presentation may be used to market services provided by a cosmetic surgeon to a potential customer. The customer may use a network connectivity tool such as modem software to upload results from the customer's use of graphical processing tools on the customer's data to the cosmetic surgeon. The surgeon may then use these results to further advise the customer.

The interactive multimedia presentation can be prepared with or without an introduction portion, and with a main portion. Once the presentation has been prepared, the presentation can be distributed electronically or non-electronically. Electronic means of distribution include using an Internet website, a television set-top box, electronic mail, or servers with downloadable software.

If the interactive multimedia presentation is to be distributed non-electronically, it can be stored on a variety of media. Such media may include optical media (for example, CD-ROMs and DVDs), or magnetic media (for example, floppy disks and video-cassettes) . Distribution of the interactive multimedia presentation may be performed in conjunction with, or after, determination of identities of potential customers. Potential customers may be identified with demographic studies, focus groups, marketing surveys, random selection, or customer lists. Identities of potential customers may influence the nature of distribution of the interactive multimedia presentation. For example, if a group of potential customers is identified which also has a high level of home computer ownership, distribution of the presentation may be through floppy disks or CD-ROMs.

In one embodiment of the invention, a cosmetic surgeon that wishes to market services with an interactive multimedia presentation may identify potential customers with the use of demographic studies. The cosmetic surgeon, or an agent, may analyze demographic profiles of existing customers and identify a subset of the general population having similar demographic profiles. Once prepared, an interactive multimedia presentation may be sent to the identified potential customers.

The method of distribution of the interactive multimedia presentation may vary from customer to customer. One customer may receive an interactive multimedia presentation by accessing an Internet website, while another may receive a CD-ROM by mail.

If customers are sent interactive multimedia presentations with different methods of distribution, the presentations may vary in format and style. For example, interactive multimedia presentations accessed through an Internet website might contain data processing tools which work on a variety of computing platforms that customers may use to access the website. Interactive multimedia presentations that are stored on physical media and then sent to customers may be in only one format that allows for easy installation on a widely-used computing platform or may be in a variety of formats. The interactive multimedia presentation may be changed by the seller, or an agent to reflect changing lines of products or services. A flow diagram of a process 100 in accordance with the present invention is illustrated in FIG. 1. As shown, once process 100 has begun at step 102, the seller, or its agent, may prepare an introductory portion of the presentation at step 104. As stated above, this portion could include text, image, video, and/or audio files. Because the presentation could be prepared without including an introductory portion, step 104 of process 100 could be omitted. Next, at step 106, the interactive portion of the presentation may be prepared. As stated above, this portion could include multimedia utilities, video clip presenters, calculators, or any other suitable interactive software that will enable a potential customer to understand the goods or services that are being offered and how those goods or services would apply to the potential customer in particular. The ordering of steps 104 and 106 could alternatively be reversed or steps 104 and 106 could be performed in parallel.

Once the presentation has been prepared, process 100 then determines at step 108 whether the presentation is to be distributed electronically. If the presentation is not to be distributed electronically, the presentation is stored on a medium, such as a CD-ROM or DVD, at step 110. After the presentation has been stored on a medium, or if it is determined at step 108 that the presentation is to be distributed electronically, process 100 then determines the identity of a potential customer of the service at step 112. This determination could be made by accessing a database containing a list of names of potential customers, by receiving requests from potential customers via e-mail, telephone, or Internet web site, by randomly selecting particular potential customers, by treating every person as a potential customer, or by any other suitable method. Once a potential customer has been identified, process 100 distributes the presentation to the potential customer at step 114. As stated above, this distribution could be accomplished by mailing a CD-ROM (or DVD) , by transmitting e-mail, by downloading a file, or by presenting the presentation through an Internet web site. Lastly, at step 116, process 100 determines if there are more potential customers. If there are more potential customers, process 100 returns to step 112. Otherwise, process 100 terminates at step 118.

Although steps 108 and 110 are performed before step 112, as illustrated in FIG. 1 and explained above in connection with process 100, steps 108 and 110 could alternatively be performed after step 112 so that whether the presentation is transmitted electronically or not can be determined on a customer-by-customer basis .

FIG. 2 shows an initial screen display 200 of an introductory portion of an interactive multimedia presentation prepared according to one embodiment of the invention. A cosmetic surgeon's services may be marketed with the interactive multimedia presentation illustrated in FIGS. 2-14. The interactive multimedia presentation may be installed on a personal computer with a CD-ROM drive, by a potential customer, with a CD-ROM provided by the surgeon, or an agent of the surgeon. A screen display 200 may appear on an electronic display such as a computer monitor, or a fixed display terminal, or a palm-top device, or a television, or any suitable equipment. The customer may interact with the presentation with user input devices such as a touch-sensitive screen, computer mouse, keyboard, or light pen. A title 220 may appear at the top of screen display 200. A video clip 202 may appear as part of the introductory portion. Video clip 202 may be a narration of the surgeon's services. Video clip 202 may be paused by selecting icon 206, and restarted by selecting icon 206. Video clip 202 may be rewound by selecting icon 204, or forwarded by selecting icon 208. A graphical icon 218 may appear, which the potential customer may select by clicking a computer mouse. Graphical icon 218 may allow a potential customer using the interactive multimedia presentation to switch back and forth between surgical procedures for women and for men.

Graphical icon 216 may also appear on screen display 200. Graphical icon 216 shows a female profile, if graphical icon 218 has been selected to display surgical procedures for women. Graphical icon 216 shows a male profile, if graphical icon 218 has been selected to show surgical procedures for men. At any time, help may be obtained by selecting label 210, and presentation may be exited by selecting label 212. When video clip 202 has finished, graphical icon 216 may be selected to show further information on surgical procedures. When graphical icon 216 in FIG. 2 is selected, a list of surgical procedures may appear in a screen display 300 as a menu 302, as shown in FIG. 3. Each item in menu 302 may be selected with a user input device to display more information on the item. Graphical icon 316 and graphical icon 318 have the same functionality as icons 216 and 218 in FIG. 2. The presentation may be paused, restarted, forwarded and rewound with icons 304, 306, and 308. Help may be obtained by selecting label 310 and the presentation may be exited by selecting label 312. From menu 302 in FIG. 3, a demonstration of a lip collagen procedure may be chosen. FIG. 4 shows a lip collage procedure demonstration 402 in screen display 400. Demonstration 402 may be rewound by selection of icon 404, paused or restarted with icon 406, or rewound with icon 408. Help may be obtained by selecting label 410 and the presentation may be exited by selecting label 412. Graphical icons 416 and 418, have the same functionality as icons 216 and 218, respectively, in FIG. 2.

FIG. 5 shows a screen display 500 which may be presented independently of the introductory portion. Screen display 500 may include a title 506, a version number 508 and a link or name to a website 510. In order to continue the presentation, a potential customer may follow instructions 504 to click anywhere in screen display 500 to start.

If instructions 504 are followed, a screen display 600 may then be invoked, as shown in FIG. 6. Within screen display 600, there may be a text box 604, along with animated graphics 602, to explain the nature of the interactive presentation. Animated graphics 602 may be accompanied by audio effects such as speech that follows the contents of text box 604. This introduction may be skipped if label 606 is chosen, or repeated if label 608 is chosen. The presentation may be exited at any time if label 610 is chosen.

The presentation may continue in a screen display 700 as shown in FIG. 7 to explain the nature of the data required by the interactive multimedia presentation from a potential customer. There may be a text box 704 to explain that a digital picture is required from a potential customer. This part of the presentation may be skipped if label 706 is chosen, or repeated if label 708 is chosen. The presentation may be exited if label 710 is chosen. FIG. 8 shows the continuation of the interactive multimedia presentation in screen display 800. There may be a text box 804 and animated graphics 802 asking a potential customer if he or she has a digital picture available which shows the features that the customer would like to change with the services of the cosmetic surgeon. Labels 806 and 808 may enable the customer to answer yes or no to whether he or she has the digital picture available. This part of the presentation may be skipped if label 810 is chosen, or repeated if label 812 is chosen. The presentation may be exited if label 814 is chosen.

FIGS. 9A-9C show screen display 900, screen display 912, and screen display 934 which show choices a potential customer can make in order to submit a digital picture to the interactive multimedia presentation if the customer does not have a digital picture. Text box 904 and animated graphics 904 in FIG. 9A explain that the customer can take a digital picture with a digital camera. Text box 914 and animated graphics 916 in FIG. 9B explain that a photograph of the customer may be scanned with a scanner or the photograph may be taken to a photographic laboratory in a store to be scanned. Text box 924 and animated graphics 926 further explain that the photographic laboratory will give the customer a digital picture on a CD-ROM. This portion of the presentation may be skipped by selecting label 906 in FIG. 9A, label 918 in FIG. 9B, or label 928 in FIG. 9C. This portion of the presentation may be repeated by selecting label 908 in FIG. 9A, label 920 in FIG. 9B, or label 930 in FIG. 9C. The presentation may be exited by selecting label 910 in FIG. 9A, label 922 in FIG. 9B, or label 932 in FIG. 9C .

FIG. 10 shows the choices a potential customer has in loading a digital picture if the customer has a digital picture. Picture frame 1006 may appear in screen display 1000. Picture frame 1006 may then be selected with a user input device such as a computer mouse, in order for the presentation to start looking for digital pictures on the hard disk. Text box 1002 and animated graphics 1004 explain that the customer must "click on the picture frame on the left" in order for the interactive multimedia presentation to look for digital pictures on a hard disk or CD-ROM. The presentation may be exited by selecting label 1008. FIG. 11 shows a screen display 1100 which displays digital pictures that the interactive multimedia presentation can find on a potential customer's hard disk or CD-ROM. Picture frame 1106 has an interface window 1114 that the customer can use to browse the hard disk or CD-ROM. Digital pictures that are found by the presentation are displayed in thumbnail format by the presentation in window 1116. Window 1116 can be scrolled up and down by selecting either label 1108 or label 1110. The presentation may be exited by selecting label 1112.

FIG. 12 shows a screen display 1200 of the interactive multimedia presentation after a digital picture has been loaded in picture frame 1202 by a potential customer. Interactive menu 1204 shows a list of services that the cosmetic surgeon offers. Individual services in menu 1204 can be selected by the customer. Text box 1206 and animated graphics 1208 explain to the customer that a specific service may be selected by selecting one of the labels in menu 1204. FIG. 13 shows a screen display 1300 of the interactive multimedia presentation after rhinoplasty has been chosen. Further explanation of the procedure may appear in text box 1310 and animated graphics 1312. Picture frame 1302 may contain a digital picture which a potential customer has loaded. The digital picture can be changed at any time by clicking on text 1320. The presentation includes graphical processing tools, which alter the appearance of the digital picture, according to customer preference. Instructions on how to use the tools may appear in window 1306, along with illustration in window 1304. The tools may be started by selecting button 1314.

Another surgical procedure may be selected by selecting button 1316. The presentation may be exited at any time by selecting label 1318.

FIG. 14 shows a screen display 1400 which shows the options a potential customer has after graphical processing tools have been started. Menu 1402 shows choices that the customer may select to change their appearance. Button 1404 may be chosen to start the process. Slide 1410 may be changed to reflect the degree of change desired by the customer. Another surgical procedure may be selected by the customer by selecting button 1406 or button 1424, while the difference between pre- and post-changes may be viewed by selecting button 1408. Text box 1412, and animated graphics 1414 may show some helpful information about the procedure. The presentation may be repeated by selecting button 1420.

Thus, it is seen that methods of marketing goods and services incorporating interactive multimedia presentations are provided according to the principles of the present invention. Persons skilled in the art will appreciate that the present invention can be practiced by other than the described embodiments, which are presented for purposes of illustration rather than of limitation, and the present invention is limited only by the claims which follow.

Claims

What is claimed is:

1. A method for marketing goods and services offered by a seller that incorporates a multimedia presentation to potential customers, comprising: preparing the multimedia presentation; determining the identities of the potential customers of the goods and services; and distributing the multimedia presentation to the potential customers.

2. The method of claim 1 further comprising preparing an introductory portion which provides more information about the seller and the goods and services wherein the introductory portion includes images and audio .

3. The method of claim 1 further comprising preparing a main interactive introductory portion which comprises an interactive computer program that accepts and processes customer data.

4. The method of claim 3 further comprising including as part of the interactive computer program at least one of a calculation tool, a graphical data processing tool, a data storage tool, and a network connectivity tool.

5. The method of claim 4 further comprising processing customer data using the interactive computer program according to a desire of a potential customer.

6. The method of claim 1 further comprising storing the multimedia presentation on storage media.

7. The method of claim 1 further comprising distributing the multimedia presentation through at least one of an Internet website, a television set-top box, and electronic mail.

8. The method of claim 1 further comprising determining an identity of a potential customer of the goods and services using at least one of demographic studies, focus groups, marketing surveys, random selection, and customer lists.