Like the Boy Scout mantra, there is no substitute for being prepared. Before you reach out to marketing prospects – or even place information about a technology on your Web site – be sure you have the resources to respond quickly. (Hint: If you’re going to be traveling, don’t begin a big email push just before you depart.) If someone makes an effort to inquire about a technology, the best time to hook that prospect is… Continue reading
It’s time for another post about articles and other tidbits we’ve read that we think you should read too. Feel free to share your thoughts about these items or tell us about your favorite tech transfer stories. Post a comment below or email us via our Contact Us page. Continue reading
The mechanisms that technology transfer offices (TTOs) use to market technologies should vary depending on the technology and licensing prospects, as well as the time and resources you have allotted to the effort. Nowadays, a wealth of marketing tools is available. Fuentek typically recommends mixing and matching a combination of mechanisms to reach a target audience and market technologies successfully. For starters,… Continue reading
Although it’s hard to put down the latest summer best-seller, technology transfer professionals might consider doing so in favor of these recent items. A few of these might generate some strong reactions — I hope so, anyway! Join the discussion by adding a comment below. Continue reading
We’ve blogged often about how planning for technology marketing helps TTOs be more proactive and efficient in selecting innovations to market. If your TTO is like most, you have more active marketing projects than you have the resources to handle. Therefore, prioritizing (and reprioritizing) your projects is the key to developing a strategic and agile marketing process that will provide long-term value. In today’s Stories from the Field post, I share details of how to apply what we’ve learned through years of identifying high-priority projects. Continue reading
My colleague Danielle McCulloch and I had a great time last week presenting our Effective Technology Marketing webinar. If you were watching the #TTOmarketing hashtag, you know that we tweeted quite a bit. Of course, 140 characters isn’t much, so today I’m going to elaborate on a few of my favorite tweets from the webinar.
Prep is key in discovering Who What When Where Why How and How Much for yr #techtransfer marketing.
I think these seven questions are… Continue reading
Earlier this month, I was invited to a university tech transfer office (TTO) to discuss ways to get the word out about licensing opportunities. The invitation also was driven by recent changes in the tech transfer industry — specifically, the AUTM® Global Technology Portal (GTP), which allows free posting of tech listings by AUTM members and free searching by all. (Quick definition: A listing is a description of a technology and its possible commercial applications.) With the launch of the GTP, TTOs have another important arrow in their marketing quiver. That’s because this type of passive marketing tool is as essential to TTOs as the active efforts of making phone calls, meeting with prospects at industry conferences, and the like. Continue reading
Although we’ve been blogging a lot lately about effective technology marketing strategies (especially given our new webinar on this topic), there’s another kind of marketing that we at Fuentek believe is essential for technology transfer offices (TTOs). It might feel like bragging, but communicating the results of technology transfer is as important as executing tech transfer deals. Effective communication tools that illustrate your TTO’s positive achievements demonstrate to your internal and external stakeholders both the value of tech transfer and how successful your TTO is in supporting the mission of your institution. We recently completed a project for NASA that illustrates exactly this idea. Continue reading