Marketing is the red-headed stepchild of technology transfer. You may have hundreds of promising innovations disclosed, and of those scores are likely in your active files needing partners and licensees to bring them to the marketplace. Yet many TTOs don’t have a single dedicated marketing professional to help bring these innovations to light.
To make matters worse, while technology managers are well-versed in the technical details of a particular innovation, they often lack the marketing skills and know-how to tell the innovation’s story effectively. The bottom line for TTOs is that a dearth of marketing muscle and expertise means too many technologies do not gain the attention of investors or corporate developers.
The good news is that marketing skills can be taught, practiced, and perfected. And making an investment in these skill sets – so ironically neglected in the rush for commercialization results — will pay huge dividends for your TTO in its ability to tell a compelling story about your innovations and attract the licensees, investors, entrepreneurs, and partners you need.
That’s why we’re inviting you and your staff to this how-to, focused webinar workshop that will teach you to apply customer-centric marketing writing techniques and effectively convey your innovation’s true value. (Note: You will NOT learn how to describe technical capabilities, but rather how to convey VALUE to the end user and ABILITY to solve a problem or IMPROVE on existing alternatives.)
Join our seasoned technology marketing experts for this one-of-a-kind program that will bring IMMEDIATE returns to your organization:
Marketing Writing Workshop
for Tech Transfer Professionals
For many tech transfer professionals – who often come to the TTO with scientific or legal training – marketing writing just does not come naturally. This interactive, how-to workshop with three marketing professionals focuses exclusively on the marketing needs of tech transfer offices. It will give you the tools and guidance you need to make a dramatic improvement in your marketing ability – and your TTO’s ability to tell compelling stories around its technologies. Topics we’ll address include:
- Critical principles for effective marketing copy:
- Translating science into human stories
- Selling the “sizzle,” not the steak
- Identifying and addressing pain points
- Effective headlines and subject lines
- Using calls to action
- Benefits versus features
- Use of graphics and video
- Essential elements of compelling copywriting for:
- web pages
- technology listings
- press releases
- e-mail blasts
- direct mail
- Do’s and don’ts for copy and layout design of:
- Business plans
- EXAMPLES: The good, the bad, and the ugly
This interactive webinar workshop will build your marketing skills and know-how, make you a better marketing copywriter, and help gain the attention of licensees, partners, investors, and entrepreneurs.
Your Expert Presenters:
Margy Elliott, Marketing & Communications Manager for Columbia Technology Ventures, manages CTV’s branding, events, web, and social media presence.
Nicole Nair, Senior Marketing Coordinator for the University of Illinois at Urbana-Champaign Office of Technology Management.
Nadim Shohdy, PhD, Business Venture Analyst for New York University Office of Industry Liaison.