The two main activities necessary to create a licensing deal are finding a company interested in your IP and convincing them of the commercial value a license will give to them.

The goal of your marketing is to create licensing transactions. This is done by reaching the right licensing marketplace and creating a buzz – requests for information, email and phone dialog and licensing offers. The key is to communicate often and reach qualified licensing partners in the right forum.

Create a briefing document about your IP that is short, concise, and details a list of benefits and applications of your IP. Make sure it quickly establishes why and how your IP fits the licensees business. For example, if you’ve developed a new industrial cleaning technology, be sure to detail why its a better solution (i.e. faster, better or lower cost) for a company in that business. The right fit reduces the risk, and makes it more likely the potential partner will consider the licensing opportunity.

Trade Shows are one of the best ways to find and meet potential licensing partners. There are trade shows for just about every industry. You can attend as an exhibitor or visitor, and use the show to start promoting your licensing opportunity. Two sources for trade shows are Trade Shows News Network and Events in America.

Create a website that explains the licensing opportunity. Use social media to connect and build a network of potential licensing partners. Some of these include Entrepreneur ConnectStartup Nation, and LinkedIn. Focus your marketing activities on driving licensing partners to your website to get information about your IP.

Use B to B websites that target specific markets and industries (such as publishing, consumer products or software) to start conversations with potential partners. Check out tradeboss.com for a list of b-to-b sites. Post blog articles and other information about your IP and get their opinion. You learn about their interests and tailor information about your IP and how it can increase their profitability.

Online IP buyer and seller exchanges make it easier for IP owners and companies looking for IP to find each other. You can list your IP licensing opportunity, and receive inquires from companies interested in your IP. Some of these include idealasset.com, Yet2.com, IPEXL.com, New Idea Trade, and others.

Success in marketing your IP requires using all the different tools to connect with licensing partners. These include interactive communications with IP buyers, in person and on-line presentations, and providing the relevant information about your licensing opportunity in a variety of formats.


Mr. Brenner has over 30 years IP management and licensing experience with various industries including consumer products, food, entertainment, software,health technology, medical devices and digital media. He has led international licensing programs as both licensee and licensor, and through consulting projects focused on strategy and management, outbound / inbound licensing initiatives, and IP audits and due diligence.. He has developed and managed deals with Fortune 1000 companies including Universal Studios, Fox Interactive, Sony Pictures, Dow, Cargill, SmithKline Glaxo, Ranir, Coca Cola, Kellogg’s, Hasbro, Mattel, and others. He is a public speaker and published writer, and has taught classes at the university level. His speaking events have included UC Irvine, Tritech/SBDC, Irvine Chamber, Fast Start Studios, ICFO Investors Conference, San Diego Investment Conference, Westlaw Legal Center (NYC), National Speakers Association, and the Hong Kong FilmArt Expo. He has written several articles on licensing intellectual property which have appeared in the Licensing Journal, Intellectual Property Magazine, and License India.

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