1. Marketing for IP Practitioners
miltons ip

2. miltons ip What IP Does “Wrong” Fundamentals Tactics before strategy
Ignoring the rules of marketing
Fundamentals
Niches
Trust
Referrals
Conversions
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3. Possible Tactics miltons ip Content marketing Online presence
Conferences
Social media
Newsletters & push marketing
Advertising
Receptions/events
House calls
Tools and systems (CRM, EMS)
Awards (sponsored and not)
Training
Networking
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4. Rule breaking: Rare things in IP marketing
Frequent contact
Segmentation & qualification
Good follow up to networking
Making “the ask”
Marketing by professionals
Purchasing by professionals
Training of practitioners about marketing
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5. Milton’s Maxims miltons ip
IP is not sui generis: follow the fundamentals
Be humble: marketing is hard
Get training, advice, and help
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6. Skill + money + ideas + effort. Repeat. Repeat again …
miltons ip

7. Marketing 101: Fundamental Principles
What we sell: trust.
“Trust me, I will solve it for you”
The core question of IP marketing
“Why should I choose you?”
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8. IP Marketing Reality
In IP, most clients are not looking most of the time.
Choices made without fanfare, or warning
What IP marketing does:
Create awareness by the prospective client during their window of choice
Improve your chances at their moment of selection

9. Who is the target client? Speak to them!
Segment the market
Speak to each segment separately in their language
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10. How we segment for rights registrationTM
Domestic applicant
Foreign applicant
Patent
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11. The keys to success: niches & trust
Niches – focus the way the clients define focus
Area of law
Industry
Trust: provide content folks find useful.
Generate awareness & prove expertise.
Tips
‘Russian dolls’: small samples and deeper dives.
Fairly frequent. Re-cycle, re-purpose, re-use.
Sustained. “one and done” does not work.
Informative & entertaining. It is not legal advice, it is marketing. Does not have to be “new” – can be about the fundamentals

12. Improving Referrals & Conversions
Referral sources:
Reciprocity: what have you done for them lately?
Does your content help your referral sources?
With their business?
To refer people to you?
Conversions
Social proof: testimonials v. references
Who are your clients? What have you done for them?
Stories not facts:
someone like me.

13. miltons ip