Karen Hiser and I had the pleasure of presenting Tech Transfer Marketing Concepts and Marketing Social Media Strategies at the AUTM Eastern Region Meeting in Atlanta on June 8. Both of our sessions were well attended and were extremely interactive, with the participants posing pertinent questions and sharing their personal experiences and challenges.
None of the technology managers that we met with debated the value of digital and social media tools for marketing intellectual property. But unanimously they faced that age-old problem of too little time and resources. We would counter that, in the long run, leveraging digital and social media will save you time and money—by creating a “pull” marketing effect that brings well-qualified prospects to your licensing and technology commercialization opportunities, rather than you having to find them.
In my last posts, I discussed the value of social media tools such as blogs, with some extra discussion of microblogging, as an effective means of communication for Technology Transfer Offices (TTOs). Now I offer the following guidelines to position your organization...
In recent posts on marketing intellectual property (IP), I have conveyed the merits of implementing an iterative marketing process. This process includes validating your decision to invest resources in commercialization, developing your marketing plan, executing that...
In recent posts on Marketing Intellectual Property, I have described the merits of implementing an iterative marketing process; validating your decision to invest your resources in commercializing a technology; developing your marketing plan; and executing your plan....
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