Category Archives: Marketing Intellectual Property

Less Is More: Commercialization Factors for Technology Evaluation

In working on technology assessments, it’s important to consider the most critical factors in order to efficiently determine the commercialization potential of your technology. After you’ve done all of your market-based assessment research, you should have a pretty good gut feeling about the commercialization potential of the technology. So to verify that your gut is right, we find that it’s often sufficient to evaluate just a few key factors in your final analysis rather than get mired down in a lengthy list. Continue reading

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Tips for Using Videos to Save Time, Money in Tech Transfer Marketing

Depending on the technology, incorporating videos into Web sites, blogs, and e-mail marketing campaigns can be a cost-effective method of promoting tech transfer opportunities. In particular, videos can be a wonderful way to present information on and demonstrate the capabilities … Continue reading

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Managing Innovator-Prospect Interactions: Stories from the Field

Innovators can often be a huge asset when you are in discussions with a potential licensee. After all, they bring more knowledge and expertise about the invention to the table than anyone else. They also often are a good source of information about potential applications and target markets. But as we at Fuentek have learned over many years of experience, one should never underestimate the strength of the connection between the innovator and his or her invention–and how that can help or hinder the commercialization process. Let’s take a look at a specific example. Continue reading

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Conversations with DoD & the White House on Federal Tech Transfer Initiatives

Last week I gave a presentation at a tech transfer workshop for the U.S. Department of Defense (DoD). This workshop was well timed, given President Obama’s recent memorandum announcing a new directive requiring all federal research labs to bolster and streamline technology transfer efforts to increase the likelihood and efficiency of getting research results to market. Attendees at the DoD meeting discussed the memo as well as possible solutions, as each agency has been tasked with presenting a plan back to the President on how they will achieve his goals. Possible solutions have been at the top of my mind recently as well…. Continue reading

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Look before You Leap into Tech Marketing

Dead End Ahead traffic signAs we have been getting ready for the “Stop Reacting, Start Proacting” webinar, we’ve been recalling some of our experiences over the years conducting market-based technology assessments. These experiences have taught us the importance of carefully considering the market’s view of a technology before launching into marketing. For example, Fuentek’s rapid screening of a polishing technique for optics showed potential for use in mirrors, lenses, and molds for optical components. Based on the screening, we ranked the technology’s commercialization potential as medium-high, and the client agreed it was worth moving on to the next step: a market-based technology assessment. Continue reading

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New White Paper Will Help Kickstart Your Digital Marketing Program

Digital Media Guidelines for Tech Transfer OfficesWe’ve blogged often about the importance of digital channels in your communications strategy. Most recently, we’ve offered free webcasts with tips on marketing your technologies online and choosing the right mix of marketing mechanisms. Now, we have released an exciting new white paper that offers all of our best practices in one read. I wrote “Digital Media Guidelines for Tech Transfer Offices” with Fuentek founder and president Laura Schoppe as an all-inclusive primer about planning and executing a comprehensive digital media program for TTOs. Packed with practical tips,… Continue reading

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Choosing the Right Marketing Mechanisms

There is so much preparation that goes into technology transfer marketing, and one of the most important steps is choosing the right mechanisms for the message you’ve crafted for your technology. Fuentek typically chooses among a range of mechanisms, depending on our client’s technology, the target prospects, and the expected return on investment (the O in AMMO). In our new webcast, we lay out some tips and guidance about choosing mechanisms for your technology marketing efforts. Continue reading

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To Go or Not to Go… to a Trade Show: Poll Results

Results from Poll on Trade Show MarketingWe’re seeing some interesting results for our poll regarding how frequently tech transfer offices (TTOs) attend industry conferences and events to market their technologies or partnership opportunities. As you can see in the chart, nearly three-quarters of all respondents use trade shows minimally or not at all. These responses are not surprising. Attending industry conferences and trade shows is an expensive way to do tech transfer marketing, regardless of whether you have a booth in the exhibit hall. Even if they are local events,… Continue reading

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Webinar: Stop Reacting, Start Proacting: Planning for Strategic Tech Marketing

If you read the Fuentek blog regularly, you’re probably familiar with the technology screening webinar we launched earlier this year. Well, today we announced a new webinar that provides training on what comes next for technologies that show potential for commercialization success. The “Stop Reacting, Start Proacting: Planning for Strategic Technology Marketing” webinar helps you not only be more proactive and efficient in selecting the technologies you market but also develop the right marketing plan for each one. Planning for technology marketing is important. Once you’ve figured out whether an innovation has what it takes to make further investment in commercializing it worthwhile, then you need to… Continue reading

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Conferences: On Presence and Presentation

Five-part NASA booth Fuentek developed for 2008 MODSIMWe have found that industry conferences and trade shows can be a great way to connect with potential partners and licensees. Not only are they a captive audience, but often they’ve chosen to come to the event because they are interested in talking about collaboration. Having a booth or other display is one way to create opportunities for those conversations. If you choose to go that route, then the type of display or booth you bring should match your goals and the type of event. For example,… Continue reading

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