Segmented Marketing Piece with Liner Pocket for Targeted Distribution
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Solution Overview
Problem
Conventional marketing pieces, such as labels and mass mailings, incur high costs and ecological impacts due to wasteful distribution and handling, often being discarded without being read, and lack flexibility and targeting capabilities.
Innovation Solution
A marketing piece designed to be applied to a substrate as a pocket, featuring a top ply with printed indicia and a liner ply with silicone release coating and pressure-sensitive adhesive, allowing for easy access and removal of contents, reducing shipping costs and waste by being 'piggy-backed' onto existing substrates and enabling targeted demographic association.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If conventional mass mailings are used for advertising, then marketing coverage is achieved, but handling and transport costs increase significantly
Solution Approach 1:
The marketing piece is merged with a substrate (envelope, container, or package) that is already being shipped to the recipient. The marketing material travels attached to the necessary substrate, eliminating separate shipping costs and reducing energy consumption while maintaining marketing coverage.
Solution Approach 2:
The substrate serves dual purposes: it functions as the necessary packaging or envelope for the recipient's needs, and simultaneously serves as the carrier for the marketing message. This multi-functionality eliminates the need for separate marketing material distribution.
2Productivity
If conventional mass mailings are used for advertising, then marketing messages are distributed, but landfill tonnage increases due to high discard rates
Solution Approach 1:
By combining the marketing message with a substrate that has inherent value and utility to the recipient, the marketing material is less likely to be discarded. The recipient retains the substrate for its practical purpose, thereby reducing landfill tonnage while maintaining message distribution effectiveness.
Solution Approach 2:
The potential harm of waste generation is converted into benefit by ensuring the substrate serves a useful purpose beyond marketing. The marketing message becomes the 'blessing' attached to a useful substrate, transforming what would be waste into a valuable combination.
3Productivity
If conventional mass mailings are used for advertising, then broad coverage is achieved, but targeting capability decreases
Solution Approach 1:
Different marketing pieces can be selectively applied to different substrates based on the demographic or characteristics of the intended recipient. The substrate itself carries information about its contents or destination, enabling targeted marketing without requiring broad unspecific distribution.
4Ease of manufacture
If conventional labels are used on substrates, then attachment is achieved, but flexibility and security are limited
Solution Approach 1:
The marketing piece is divided into multiple plies or layers that can be selectively separated. This segmentation provides flexibility in how the marketing material is accessed and removed, while maintaining secure attachment to the substrate through the layered construction with adhesive and release coating.
Solution Approach 2:
The marketing piece transitions from a static attached label to a dynamic structure with multiple plies that can be selectively separated. The top ply can be removed to reveal underlying marketing content, providing dynamic access control and enhanced security while maintaining ease of manufacture through standard labeling techniques.
Applied Scientific Principles
This section explains which scientific principles are used to turn an abstract innovation direction into a practical engineering solution.
Function Achieved in This Case
The solution reduces handling and transport costs, decreases landfill tonnage, and increases the likelihood of recipients reviewing marketing messages by providing a flexible and targeted marketing approach without additional postage or shipping costs.
Implementation Method 1
the liner ply has a back surface and an intermediate surface which is juxtaposed to and opposite the another side of the top ply. A layer of silicone release coating is applied to parts of the intermediate surface.
Implementation Method 2
those labels typically use a wettable or pressure sensitive adhesive to attach the label to the substrate
Data Source
AI summary
A distribution marketing piece is designed to be adhered to and carried by a substrate and includes a top ply selectively adhered to a liner ply. A transverse line of separation divides the top ply into first and second sections, each section having side strips and the first section having *a central portion and the second section having a center section. Removal of the liner before application of the top ply to the substrate results in removal of the side strips along the second section which are carried with the liner ply; a portion of the liner ply remains adhered **to the first and second sections to connecting them. By folding the liner ply and the connected part of the first and second sections, the first section adheres to the substrate surrounding the center section and the central portion to define a pocket free of adhesive connection to the substrate.