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Marketing More than Technology: A Comprehensive Strategy for Tech Transfer Offices
Broader marketing efforts—those that demonstrate your tech transfer know-how—can elevate the profile of your technology transfer office (TTO). It can also cultivate productive relationships with your organization’s researchers, management, and potential partners/licensees. To help TTOs be successful with these efforts, this post shares the best practices that Fuentek has found to be effective time and again with our clients.
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Practical Advice for Tech Transfer Web Sites
One of the first posts we had on our blog talked about best practices for a technology commercialization Web site. I am proud to announce the release of a new paper on how to build an effective Web site for your technology transfer office (TTO), writte …
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Copyright Trolls and Infringement: Website Tips for Tech Transfer Professionals
Lydia Bailey of Online Paralegal Degree Center recently sent me an infographic to share with our blog readers. It was called “What Every Website Owner Should Know about Copyright Trolls.” It was definitely worth sharing, plus it reminded me of something that happened with a client. The infographic begins with a brief overview of what copyright is and how you can (and can’t) use someone else’s copyrighted works. Then it goes on to explain what copyright trolls do, how they do it, and how to fight them. In addition to the valuable information it provides, this infographic also touches on a pet peeve of mine — not so much the trolls, but those who infringe on copyrighted works.
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Make Your Taxonomy Less Taxing: Keywords for Tech Transfer Listings
When you’re preparing online technology listings for posting on your technology transfer office (TTO) Web site or a service such as the AUTM® Global Technology Portal or Flintbox® or any of the dozen or so others, effective keywords are… well, key to your success. An effective taxonomy will improve the accessibility of your listings in every place they are posted. Here are our recommended do’s and don’ts for including keywords in technology entries.
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In Defense of Passive Marketing in Tech Transfer: Technology Listings
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.
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Three TTO Web Sites Featured in Insightful Panel Discussion
Your Web site is the doorway through which licensees, collaborators, and innovators enter your office, so make sure it enhances the perception of your organization and aligns with your tech transfer goals. This was the message that came through loud and clear from panelists at a session of the recent Association of University Technology Managers® (AUTM®) annual meeting in Anaheim, California.
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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 …
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New White Paper Will Help Kickstart Your Digital Marketing Program
We’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,…
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Marketing Your Technologies Online
Online listings are a great way to market technologies–whether you are actively seeking licensees, or passively marketing the technology to potential partners. Fuentek has developed a proven strategy for marketing technologies online, and in a new webcast we share some great insights about how (and why) to take advantage of online tech marketing. We’ll show you what an effective technology marketing Web page looks like, with info about the must-have elements to include and a real-world example for further insight.
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Georgia Tech’s New Tech Transfer Web Site Is Up and Running!
I’m very excited to have had the opportunity to work with my Fuentek colleagues on redesigning the Web site for Georgia Tech’s trio of technology commercialization offices. The new site brings together the activities of Georgia Tech’s Office of Technology Licensing, Enterprise Innovation Institute, and Industry Contracting Office—all under one user-friendly domain that makes it easy for innovators, researchers, and potential partners to learn more about technology transfer at Georgia Tech.
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