The following is a list of the articles that appear in the November 2008 of Intellectual Property Marketing Advisor monthly newsletter. If you are already a current subscriber click here to log in and access your issue. Not a subscriber already? Subscribe now and get access to this issue as well as all of our back issues online! Plus you will receive a free subscription to IP Marketing eNews, the weekly online companion to Intellectual Property Marketing Advisor, and a free two-week posting on the popular Job Listings section of our website.

Intellectual Property Marketing Advisor,
Vol. 1, No. 3 (pp 33-48) November 2008

• Full-time TTO marketing director: Nice to have, or need to have? Many TTOs say they can’t afford a full-time marketing director, but given the licensing dollars such a position could help generate, you might want to revisit that assumption ……… p. 33
• Master the ‘art’ of media interviews to realize marketing benefits. To some TTO executives, sitting down with a reporter can be an unnerving prospect; for others, it may seem as natural as having a cup of coffee with a friend. But however you approach an interview, there is an art to obtaining the outcome you are looking for ……… p. 33
• Translate’ your marketing into the language of business. The languages spoken by inventors and business people are so different that IP marketing messages often get “lost in translation” ……… p. 34
• Reaching the next level: first come the people, then comes the marketing push. While Rice University has developed a well-earned reputation for research excellence, the administration recently decided it was time for the university’s 10-year-old Office of Technology Transfer to “move to the next level.” That move has begun with the hiring of a new tech transfer executive team, which in turn is now hiring licensing officers and implementing a marketing plan to spread the word about Rice ……… p. 36
• Alliance aggressively courts VCs. As the Office of Technology Transfer at Rice University looks to accelerate its IP marketing efforts, the Rice Alliance for Technology and Entrepreneurship is proving to be an invaluable partner ……… p. 36
• When hiring a marketing director, focus on skills. If you’re looking to hire a marketing director for your TTO, you’d ideally like to find someone who not only has marketing experience, but has some scientific knowledge in areas of technology where your university specializes. But if it’s a choice between marketing skills and technology expertise, say the experts, it’s really no contest — go for the marketing pro ……… p. 38
• The anatomy of a media training session. Exactly what goes on inside a media training session? ……… p. 40
• Marketing Tip of the Month: Get more out of your trade show booth investment using an interactive technology matrix ……… p. 43
• Aggressive marketing effort puts ‘Shoe Power’ invention front and center. From a catchy name (“Shoe Power”) to an in-depth evaluation and all-out awareness campaign, Louisiana Tech University is pulling out all the stops to find a path to market for a technology it believes has a bright future ……… p. 44
• Australian tech transfer firm succeeds with internal, external marketing one person at a time. It’s hard enough to market to external audiences, but how would you like to first have to compete against other firms for the right to even represent your university’s inventors? ……… p. 46

Posted November 5th, 2008 under Current Issue