Marketing Your Inventions

All useful modes of marketing and advertising can be used to bring a product to market. Special attention will be given to inventions in niche markets where advertising and promotion are inexpensive and very effective. Products in very competitive markets, such as, electronics, computers, cleaning supplies, toys, etc. pose more of a marketing problem, but a good invention with a patent can still beat out the competition, though it may be much more expensive to do so.

Promotion:

Promotions though trade journals are relatively easy for small niche markets. These promotions would be in the form of market release reports and feature articles which would appear in the trade journals with pictures in many cases. The result is "better than advertising" results because an article in a journal has more credibility than an advertisement. This is a powerful tool in getting your invention known once it is in production. Promotion is also used with paid advertising to give a list of distributors stocking the product. A promotion can also be done again 6 months to a year later if a new angle can be made on the product, such as a human interest story instead of a product release. Product release promotions in newspapers is also effective at letting the general public know about your product. Thus, promotions can target all three sectors, Distributor, Retailer, and Consumer.

Advertising:

This cost are kept low. With free promotion to launch the product, and distributors advertising will continue sales the need for advertising is small. However, at launch, a product will need some form of advertising to both prime distributor's sales and to inform retailers where they can order the product. Promotions usually last only one month so advertising must continue to get those that missed the promotion, and also remind those that read the promotion article about the product.

Distributors:

In almost all cases we will use distributors to get our products to market. We are not in the business of retail sales. We use traditional distributors where products are sold and distributed to retail stores though out the country. We use other forms such as specialty catalogs, television shopping networks (QVC, Home Shopping Network, etc.), and Internet distributors. The type product will decide whether all or a few distributors will be used. Distributing is getting easier and easier with the contacts that can be made over the Internet.

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