The following is a list of the articles that appear in the January 2010 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. 3, No. 1 (pp 112) January 2010

• Business exec turned TTO leader brings bottom-line orientation — and gets results. Jay Schrankler, executive director of the Office for Technology Commercialization at the University of Minnesota, came to UMinn from a Fortune 500 company — and it shows.
• “Pipeline overviews” help market IP to investors, potential licensees. One of the most effective marketing vehicles being used by the TTO at the University of Colorado is a collateral piece they call their “pipeline overview.” The overview gives potential investors and partners a status update on current technologies.
• WARF updates technology summaries to reach wider audiences. You’d think that a TTO recognized as a leader in the field might not feel the need to revamp an entire segment of its marketing strategy, but that’s exactly what the Wisconsin Alumni Research Foundation (WARF) did recently when it revamped its technology summaries.
• TTO exec says widely used rankings can be deceiving. TTOs with high rankings from AUTM or other organizations will rightfully use those high marks as part of their overall marketing strategy. However, such numbers can be deceiving.
• Marketing tactics help generate stimulus funds. At last year’s AUTM meeting, several attendees predicted that government stimulus funds would create a windfall for universities seeking to finance research projects, and for a number of institutions that prediction has come true.
• Four common mistakes cited as impeding successful marketing of IP. “The value of your IP is not ultimately determined by the brilliance of your science; the value of your IP is determined by what the market will pay for it — and the more leveraged value you can create from your core IP, the more the market will pay,” asserts serial entrepreneur Michael R. Drapp.
• While technology advances, characterization of IP remains key. Even the technological whizzes that devise and market newer and better ways to support TTO marketing efforts recognize that some things never change when it comes to effective IP marketing.

Posted January 25th, 2010 under Current Issue