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Whether in the form of a webcast, podcast, or YouTube video, digital media offers great vehicles for marketing your intellectual property licensing opportunity. The key is figuring out which form or combination of forms best suits your IP.

Digital media helps bring the intellectual property to life as opposed to a one or two page data sheet with an image or two. A well-done video and/or audio makes it a dynamic presentation and helps the audience understand how the IP works.

Potential licensees can get more details, see the IP ‘in action,’ and hear directly from the IP owner, allowing them to quickly determine if the IP fits their needs. In addition, digital media is a cost-effective method of IP marketing. A short five-minute video can save you hours on the phone with potential licensees explaining the IP.

Figuring out whether to present your intellectual property through audio (podcast), video, or both (webcast) depends on the IP. For example, video is great for IP that requires physical demonstrations, such as a new product or software.

The IP must be in a prototype stage and have something tangible to show. If the IP is in its early development stage, and there is nothing tangible to show, then audio (podcast) would be a better format. This format let’s you present the IP and how it fills a valuable need or offers a solution for an industry or market.

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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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