The success of an invention starts with marketing activities prior to filing the patent application. With in-advance IP marketing techniques, you can validate realistic demand for the device, without risking public disclosure. You can then use the post-filing to patent-granted timeframe to actually grow that anticipated demand into a viable sales funnel.

1. Intellectual Property Marketing
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J.R. Naidish
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The success of an invention starts with marketing activities prior to filing the patent application. With
in-advance IP marketing techniques, you can validate realistic demand for the device, without risking
public disclosure. You can then use the post-filing to patent-granted timeframe to actually grow that
anticipated demand into a viable sales funnel.
Case Studies
IP marketing can result in positive corporate outcomes, the most obvious one being licensing fees.
Licensees are rarely interested in bearing the marketing costs associated with building a customer
base for the technology or eventual product. The expectation is that the licensor will have already
validated market demand and acceptance. The situation is one of a circular argument for, without a
product, creating measurable demand is difficult. Without verifiable demand, no one is willing to
commit to investing in product development. That’s where marketing IP can put both the licensor and
licensee in a more suitable negotiating position.
Case Study: The above-described situation was exactly that of Lifestyle Technologies when it
ventured into the licensee arena with its 14 patents and a basic product prototype. The IP
holdings were topical as solutions to mobile device battery safety. Naidish’s approach included
citing the Consumer Products Safety Commission recall reports, replete with messages of
battery explosions, fires, and the like, so that marketing the FUD (Fear, Uncertainty, and Doubt)
factors were leverageable in licensing negotiations.
She had convinced Lifestyle’s leadership to invest in a PR campaign that publicized the solution
primarily in commercial aviation publications (the commercial airline industry was particularly
sensitive to information about the possibility of a passenger laptop fire or explosion at 30,000
feet). The Wall Street Journal even gave the company a praiseworthy shout. Joan also formed
an alliance team that included Microsoft, Intel and Mitsubishi, which directed its efforts toward
campaigning Lifestyle’s safety solution to be included in the commercial airline industry specs
and standards.
With all of this marketing momentum provided by Naidish, the client was able to validate the
proffered IP’s industrywide acceptance and obvious demand to prospective licensees.
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Joan R. Naidish
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(818) 883-9895 B2B High-Tech Specialist jnaidishfreelancer@att.net
(818) 883-9895 B2B High-Tech Specialist jnaidishfreelancer@att.net
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