Tech Transfer eNews Blog

Digital media can make your IP come to life

By Steve Lewis
Published: September 6th, 2011

Whether in the form of a webcast, podcast, or YouTube video, digital media offers exceptional vehicles for marketing individual technologies, says Karen Hiser, a senior consultant with Fuentek, LLC. The trick, she says, is determining which approach — or combination of approaches — best suits a given invention.

“Taking advantage of digital media can help bring technology to life,” says Hiser. “As opposed to a one- or two-page data sheet with an image or two, well-done video and/or audio helps the audience understand how the technology works. It makes it more glamorous, and can really help eliminate the ‘tire kickers.’”

Your audience can receive more details, see the inventions ‘in action,’ and hear directly from the inventors, she continues, “so they self-select in terms of whether it meets their needs.”

In addition, Hiser says, digital media today is a cost-effective method of IP marketing. “A five-minute podcast or webcast with a video from the inventor can save you hours and hours on the phone with prospects, explaining the technology over and over again,” she notes.

Since IP can be depicted digitally through audio only (podcast), through video, or both (webcast), how do you decide which vehicle will work best?  “Video lends itself to things that are physical — devices or a piece of software; a canned demo or presentation can lend itself well to video,” notes Hiser.

You should only pick technologies that have the highest probability of success, she continues. “Later stage technologies, things that have been prototyped so there’s something tangible, are better,” says Hiser. “This may also be a decision point to do audio only — if something is early stage, but compelling,” she offers. “And if market experts have told you it fills a valuable need in the industry but you do not necessarily have something you can show people, then maybe you should fall back to an audio podcast.” A detailed article on digital marketing of IP appears in the September 2011 issue of Intellectual Property Marketing Advisor. For subscription information, CLICK HERE.

Posted under: Tech Transfer e-News

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