US20060243632A1

US20060243632A1 - Method and apparatus for incorporating advertising into trays

Info

Publication number: US20060243632A1
Application number: US11/115,557
Authority: US
Inventors: Mark Trahan
Original assignee: Individual
Current assignee: Individual
Priority date: 2005-04-26
Filing date: 2005-04-26
Publication date: 2006-11-02

Abstract

A tray for displaying advertising material on a surface thereof includes a tray that defines at least one generally exposed surface and a transparent or translucent cover releasably coupled to the tray with at least a portion of the cover extending over at least a portion of the exposed surface. The advertising material is coupled to the exposed surface of the tray or printed directly on the tray. A method for providing advertising trays to a facility includes providing a plurality of trays, each defining at least one generally exposed surface and having a cover releasably coupled thereto. The specific advertising material to be used with the plurality of trays is determined and the advertising material is positioned between the exposed surface of each of the trays and the cover. The trays having the advertising material positioned therein are delivered to a facility for use therein.

Description

FIELD OF THE INVENTION

This invention generally relates to advertising and, more particularly, to the incorporation of advertising into, and the supply of advertising for use with, trays of the type found in cafeteria-style restaurants, or at airport security check points.

BACKGROUND OF THE INVENTION

Advertising has grown over the last few decades into a multi-billion dollar industry. In the past, advertising has traditionally been limited to billboards, television, and publications such as newspapers and magazines. Recently, however, new venues for advertising have been exploited. The advertising industry has recognized the potential for displaying advertising materials in nontraditional places where there is a captive audience, such as where groups of people must wait, often in lines, for extended periods of time. For example, television-type monitors displaying targeted ads have been incorporated into elevators and even into self-serve gasoline pumps. Because television-type monitors are employed, the advertising displayed thereon is easily changed often remotely.
Other opportunities for advertising exist where the use of monitors is not practical or possible and where changing the advertising materials can prove to be problematic. For example, at airports thousands of trays for temporarily retaining a person's belongings as they are passed through an X-ray or like machine are used at security checkpoints. While these security trays could provide an effective medium upon which to display advertising, changing the ads, targeting the ads to specific markets, dealing with airports and security issues, as well as selling the advertising could prove difficult and to date, has not been done.
Based on the foregoing, it is the general object of the present invention to provide a method and apparatus for incorporating advertising into security trays that overcomes the problems and drawbacks set forth herein above.

SUMMARY OF THE INVENTION

The present invention resides in one aspect in a tray for displaying advertising material on a surface thereof. The tray defines at least one generally exposed surface. A cover is releasably coupled to the tray with at least a portion of the cover extending over at least a portion of the exposed surface. The cover is one of at least partially transparent and at least partially translucent to allow desired portions of advertising material positioned between the exposed surface and the cover to be viewed by a person looking at the tray.
Preferably the trays are of the type found at airport security checkpoints or in cafeteria-style restaurants. It is also preferable that the generally exposed surface be the bottom of the tray. However, the present invention is not limited in this regard as the sidewalls of a tray can also be employed.
The advertising material may be coupled to the exposed surface of the tray using mechanical fasteners, adhesives, magnets, or hook and loop fasteners. However, the present invention is not limited in this regard as the advertising material may also be sandwiched between the cover and the exposed surface, fastened directly to the tray, or slid into a pocket coupled to the tray. If fastened directly to the tray, the advertising material may be attached using snaps, channels, or the like, or it may be held underneath covers that are snapped, held in channels, or held in place using similar means. The advertising material may alternatively be printed directly on the trays, which may be disposable. In order to make more efficient use of advertising space, the advertising material may be printed on two sides of one sheet, and the one sheet may be reversed after a period of time to expose the opposing side thereof.
The present invention also resides in the modification of conventional non-advertising trays to accept advertising material. For example, existing trays may be fitted with anchors or other female couplers that can receive male connectors. The male connectors may be connected to transparent or translucent covers and fitted to the female couplers to retain advertising materials on the trays in a press-fit configuration, or they may be connected to or through the advertising material directly to mount the material on the trays.
The present invention resides in another aspect in a method for providing trays to a facility each tray having advertising material displayed thereon. The method includes providing a plurality of trays, each defining at least one generally exposed surface and having a cover releasably coupled thereto. At least a portion of the cover extends over at least a portion of the exposed surface and is one of at least partially transparent and at least partially translucent to allow desired portions of advertising material when such is positioned between the exposed surface and the cover to be viewed by a person looking at the tray. The specific advertising material to be used with the plurality of trays is determined and the advertising material is positioned between the exposed surface of each of the trays and the cover. At least a portion of the trays having the advertising material positioned therein, is delivered to a particular facility for use therein. Periodically the advertising is changed in the trays by either replacing the advertising in the trays or providing a supply of different trays having new advertising material positioned therein.
Preferably, the above-described method includes providing targeted advertising to particular groups. For example, where the trays are security trays supplied to an airport for use at security checkpoints, the advertising provided in the trays may contain content unique to the area the airport is located in. Conversely, the advertising content may be directed to goods or services that are available at a particular destination that corresponds to particular security checkpoints. Moreover, the advertising may be different depending on whether or not the particular checkpoint caters to first class or economy class travelers.
The method described herein may also include providing a centralized facility where depending on the final destination, different advertising material is mounted to different trays with the trays being shipped to their final destination from the central facility. Such a method may also require that personnel be located at the particular facility to place the trays at the appropriate locations. In lieu of a centralized facility, a facility can be located on site with the advertising being supplied to the facility or printed at the facility as needed. The trays can also be supplied to or recycled at the on site facility. Of course this would only be practical where large numbers of trays are used, such as at an airport.
One particular advantage of the present invention resides in the fact that unused space can be used to enlighten a traveler regarding a particular product or service. The space in the bottom of a tray used at an airport security checkpoint is fertile ground for conveying a message (most desirably a message touting the benefits of a particular product or service). By tapping this resource, product/service providers are able to introduce their products and services to a larger group of potential purchasers or users.
Another advantage of the present invention is that the advertising services described herein can provide a source of revenue for the facility utilizing such services. For example, because of increased security protocols in airline screening processes, many travelers are looking at alternate modes of travel in order to avoid the hassles associated with airports. Thus, airports are finding it increasingly difficult to maintain service facilities such as carrier service as well as food and retail services. By providing the airport with an income stream from the leasing of unused space for advertising materials, many airports can offset their financial losses.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a perspective view of a tray of the present invention having advertising material incorporated into a bottom surface thereof.
FIG. 2 is an exploded cross sectional view of the tray of FIG. 1.
FIG. 3 is a perspective view of one embodiment of the engagement of an advertising material cover with a tray of the present invention.
FIG. 4 is a perspective exploded view of a tray of the present invention having advertising materials and a cover retained therein using a channel.
FIG. 5 is a perspective exploded view of a tray of the present invention having advertising materials and a cover retained therein using snaps.
FIG. 6 is a perspective view of a tray of the present invention having advertising materials incorporated into walls thereof.
FIG. 7 is a perspective view of a tray of the present invention having advertising materials printed directly thereon.
FIG. 8 is a perspective exploded view of a tray of the present invention having advertising material printed directly on a cover, the cover being snapped into the tray.
FIG. 9 is a perspective view of a cover of the present invention in which advertising material is printed on both sides thereof.
FIG. 10 is an exploded cross sectional view in which a conventional non-advertising tray is modified to incorporate advertising material.
FIG. 11 is a schematic representation of a method of providing an advertising service of the present invention.
FIG. 12 is a schematic representation of a step of removing advertising material from a tray.
FIG. 13 is a schematic representation of a collection of revenue from the method of providing an advertising service.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

As shown in FIG. 1, a tray having advertising material incorporated therein is generally referred to by the reference number 10. Tray 10 comprises a substantially planar bottom surface 12 and four upstanding walls 14. Advertising material 20 is positioned on the bottom surface 12 such that a person looking at the tray can easily view the advertising material while placing articles in or removing articles from the tray 10. Preferably, the advertising material 20 is printed on paper or other sheet-type material, however the present invention is not limited in this regard.
One manner in which the advertising material 20 may be mounted to the tray 10 is shown with reference to FIG. 2. The advertising material 20 is mounted to the planar member 12 using a frame 24. The advertising material 20 may be held in place solely by the frame 24, or it may be snappingly held in place, held in place magnetically, with an adhesive, or with hook-and-loop material. The frame 24 is bolted, screwed, or otherwise fastened to the tray bottom 12. In the alternative, the advertising material 20 may be adhesively positioned over previously positioned advertising materials without the use of a frame or fasteners. When advertising materials are positioned in such a manner, the trays 10 are periodically removed from the facility and taken to another facility for removal of the accumulated advertising materials by a suitable process, such as steam cleaning or the like.
A cover 26 is fastened over the advertising material 20 between the frame 24 and the advertising material to protect the advertising material from being ripped, scuffed, or marred by the deposit of articles into the tray 10. In order for a person looking at the bottom surface 12 of the tray 10 to view the advertisement positioned thereon, at least a portion of the cover must be transparent or sufficiently translucent so that the desired advertisement can be viewed.
The cover 26 may be held in place using any one or a combination of means. Referring now to FIG. 3, tabs 28 formed on the edges of the cover 26 engage slots 30 in either the walls 14 or the planar member 12 and are frictionally retained therein to hold the advertising material 20 onto the tray 10. As is shown in FIG. 4, the cover 26 may be held in place on a tray 10 by being mounted in a channel 31 that is retained in the tray in a slot 33 on the tray using mechanical fasteners. The channel 31 extends along at least a portion of the periphery of the bottom surface 12. The advertisement 20 may be positioned under the cover 26 and also held in the channel 31. Referring to FIG. 5, snaps having first portions 35 and second portions 37, the first and second portions being snappingly engageable with each other, may also be incorporated into the cover 26 and the bottom surface 12 to facilitate the mounting of the cover 26 to the tray 10. As above, the advertisement 20 may be held under the cover 26 in a press-fit, or it may also be held with the snaps. In any embodiment, the cover 26 may be any flexible material in sheet form that has sufficient optical properties. Exemplary materials include, but are not limited to, methyl methacrylates, polycarbonates, cellulose acetate butyrates, glycol-modified polyethylene terphthalates, and the like.
Referring now to FIG. 6, the advertising material 20 may be mounted to a wall 14 of the tray 10. As shown, advertising materials 20 may be mounted in a frame 24 on an outer surface of the wall 14, an inner surface of the wall, any combination of inner and outer surfaces of the walls, or any number of walls. When the advertising materials 20 are mounted to the walls 14 of the tray 10, they may be mounted using frames 24 and covered with see-through covers 26, into pockets (as shown at 25) attached to the trays, or mounted directly to the surfaces of the tray with adhesives or with hook-and-loop material.
Referring now to FIG. 7, a tray having an advertising material incorporated therein is shown generally at 110. Tray 110 is manufactured from a material that is folded or can be assembled to have a substantially planar bottom surface 112 and at least one upstanding wall 114. The shape of the tray 110 is sufficient for retaining articles at security checkpoints. At least one advertising material 120 is printed directly on either or both the bottom surface 112 or the wall 114. Alternately, or additionally, the advertising material 120 may be adhesively mounted on either or both the bottom surface 112 or the wall 114. Preferably the material from which the tray 110 is manufactured is easily disposable, recyclable, and inexpensive so that when the useful life of the tray 110 is expended the tray can be easily replaced. Preferably, the material from which the tray 110 is manufactured is cardboard.
In FIGS. 8 and 9, advertising material 220 may be printed directly on a cover 226 made from any suitable material and attached to a tray 210 using mechanical means such as snaps 235 or other mechanical fasteners or by using frictional fit means such as channels, slots and tabs, or the like. In any embodiment, as is shown in FIG. 9, the advertising material may be printed on both sides of the cover 226 such that a first advertisement 220 can be displayed for a selected period of time and the cover can be turned over to display a second advertisement 221 for a selected period of time.
Referring to FIG. 10, existing non-advertising trays 310 may be modified to have advertising materials 320 attached thereto adhesively or by, for example, mounting an anchor 311 into a bottom surface 312 of the tray and attaching a corresponding connector 313 thereto such that when attached, the anchor and connector retain a cover 326 on the bottom surface. The advertising material 320 may be mounted under the cover 326 adhesively, in a press-fit, or by being mounted to the bottom surface 312 using the same anchor 311 and connector 313, as is shown.
A method of providing an advertising service is shown generally at 40 with reference to FIG. 11. In the method, advertising material is determined, trays having the advertising material incorporated therein are provided and supplied to a facility, and the advertising material is periodically replaced (either at the facility or after collecting the trays from the facility). The method 40 generally comprises the steps of collecting advertising materials in a collecting step 42, distributing the collected advertising materials in a distribution step 44, and displaying the distributed advertising materials in the airport security checkpoint trays in a display step 46. The method further comprises making a decision regarding whether to remove the displayed advertising material in a decision step 48 and either proceeding with collecting another advertising material in the collecting step 42 or removing the displayed advertising materials in a removal step 50 before proceeding with collecting another advertising material. In determining the advertising material, the collecting step 42 may comprise physically receiving the advertising materials from the product/service provider, or it may comprise receiving authorization from the provider to have the advertising materials reproduced by a third party. The distribution step 44 may comprise the printing of the advertising material at the airport using a computer or other device having a desktop publishing function.
Advertising materials are provided from product/service providers in advertising material providing step 52. In the material providing step 52, potential product/service providers are contacted in a contact step 51. Agreements pertaining to the particulars of the tray advertising process are negotiated in a negotiation step 53, and an agreement is desirably reached in an agreement step 55. The agreement reached may define parameters such as which party supplies the concepts for the advertising material, the responsibilities of the product/service provider, the responsibilities of the respective advertisement supplier(s) and distributor(s) as well as tray management services, and the relevant associated financial and accounting processes.
Although only one advertising material providing step 52 is shown, it should be understood that any number of product/service providers may provide advertising materials. Product/service providers can be selected such that the advertising can be targeted to consumer groups endemic to a particular destination or the area surrounding the airport. In addition, if separate screening processes are instituted for travelers flying in different classes on the same airplane, the advertising materials can be targeted to the travelers of each particular class. For example, first class travelers may have one advertising material shown in the trays used in the screening process and business class or economy class travelers may have a different advertising material shown in the trays. Furthermore, advertising materials can be seasonally or popularly directed to travelers. Alternately, public service messages and warnings can be directed to travelers.
In the decision step 48, a query is made regarding whether the advertising material being displayed is to be removed prior to the display of a subsequently posted advertising material. In particular, in embodiments of the tray in which advertising materials are pasted over previously posted advertising materials and the response to the query is “yes,” the removal step 50 is executed. Referring now to FIG. 12, the removal step 50 comprises removing the trays from the airport in a tray removal step 54, transporting the removed trays to a cleaning facility in a transport step 56, and cleaning the trays in a cleaning step 58. As stated above, the cleaning step 58 may comprise cleaning the trays with steam to remove the accumulated advertising materials. Other methods of cleaning the trays may also be used, such as soaking the trays in water, scraping the accumulated advertising materials, using ultrasound techniques to loosen the adhesive, or combinations of the foregoing. The trays are ultimately returned to the airport.
Referring now to FIG. 13, the collection of revenue from the operation of the method of providing the advertising service 40 is shown at 60. The collection of revenue 60 comprises receiving income streams from product/service providers and making payouts to airports as compensation for advertising space leased. Although any number of income streams may be received from product/service providers, only two income streams are shown at x₁and x₂. Although any number of payouts may be made to airports, only one payout stream is shown at y. Preferably, the total value of the income streams exceeds the total value of the payout streams.
Although this invention has been shown and described with respect to the detailed embodiments thereof, it will be understood by those of skill in the art that various changes may be made and equivalents may be substituted for elements thereof without departing from the scope of the invention. In addition, modifications may be made to adapt a particular situation or material to the teachings of the invention without departing from the essential scope thereof. Therefore, it is intended that the invention not be limited to the particular embodiments disclosed in the above detailed description, but that the invention will include all embodiments falling within the scope of the appended claims.

Claims

1. A tray for displaying advertising material on a surface thereof, comprising:

a tray defining at least one generally exposed surface;

a cover releasably coupled to said tray, at least a portion of said cover extending over at least a portion of said exposed surface; and wherein

said cover is one of at least partially transparent and at least partially translucent to allow desired portions of advertising material positioned between said exposed surface and said cover to be viewed by a person looking at said tray.

2. The tray of claim 1, further comprising a frame that attaches said advertising material and said cover to said tray.

3. The tray of claim 1, wherein said generally exposed surface is a bottom inner surface of said tray.

4. The tray of claim 1, wherein said generally exposed surface is a wall that extends substantially perpendicularly from a bottom surface of said tray.

5. The tray of claim 1, wherein said advertising material is mounted on said generally exposed surface using a mechanical fastener, a magnet, an adhesive, hook-and-loop material, or a combination thereof.

6. The tray of claim 1, wherein said cover is mounted via the engagement of tabs projecting from the edges of said cover with slots in said tray.

7. The tray of claim 1, wherein said cover is mounted via the engagement of a channel attached to said tray.

8. The tray of claim 1, wherein said advertising material is inserted in a pocket mounted on said generally exposed surface.

9. The tray of claim 8, wherein said cover forms a front wall of said pocket.

10. An advertising material device for article holders at security checkpoints, comprising:

a tray having at least one substantially planar surface; and

advertising material adhesively mounted on a generally exposed surface of said substantially planar surface.

11. The advertising material device of claim 10, wherein said generally exposed surface of said substantially planar surface is a bottom inner surface of said tray.

12. The advertising material device of claim 10, wherein said generally exposed surface of said substantially planar surface is a wall that extends substantially perpendicularly from a bottom surface of said tray.

13. An advertising material device for a disposable article holder at a security checkpoint, comprising:

a tray having at least one substantially planar surface; and

advertising material attached to a generally exposed surface of said substantially planar surface.

14. The advertising material device of claim 13, wherein said advertising material is printed on said substantially planar surface.

15. The advertising material device of claim 13, wherein said advertising material is adhesively attached to said substantially planar surface.

16. A tray for displaying advertising material, comprising:

a tray defining at least one generally exposed surface; and

a cover couplable to said generally exposed surface, said cover having advertising material printed on a surface thereof such that said advertising material can be viewed by a person looking at said tray.

17. The tray of claim 16, wherein said cover is couplable to said generally exposed surface using snaps.

18. The tray of claim 16, wherein said cover is couplable to said generally exposed surface by said cover being mounted in a channel attached to said generally exposed surface.

19. The tray of claim 16, wherein said advertising material is printed on opposing sides of said cover.

20. The tray of claim 16, wherein said cover is couplable to said generally exposed surface via the engagement of a connector on said cover with an anchor mounted on said tray.

21. The tray of claim 20, wherein said tray on which said anchor is mounted is a conventional non-advertising tray.

22. A method for providing trays to a facility, said trays having advertising material displayed thereon, said method comprising the steps of:

providing a plurality of trays, each defining at least one generally exposed surface, each tray having a cover releasably coupled thereto, at least a portion of said cover extending over at least a portion of said exposed surface, wherein said cover is one of at least partially transparent and at least partially translucent to allow desired portions of advertising material, when such is positioned between said exposed surface and said cover, to be viewed by a person looking at said tray;

determining advertising material to be used with said plurality of trays and positioning said advertising material between said exposed surface of each of said trays and a corresponding cover;

supplying at least a portion of said plurality of trays having said advertising material positioned therein to a particular facility for use therein; and

periodically performing one of replacing said advertising in said plurality of trays and collecting said plurality of trays from said facility and replacing them with a plurality of different trays having different advertising mounted thereto.

23. The method of claim 22, wherein said step of determining advertising material to be used comprises physically receiving said advertising material from a product/service provider.

24. The method of claim 22, wherein said step of determining advertising material to be used comprises receiving authorization from a product/service provider to reproduce said advertising material.

25. The method of claim 22, wherein said step of replacing said advertising material comprises,

removing said trays from said facility,

transporting said removed trays to a location where said advertising material can be replaced with different advertising material,

replacing said advertising material, and

returning said trays to said facility.

26. The method of claim 22, further comprising targeting said advertising material to a specific consumer group.