If You’re Not Getting the Word Out, How Will You Find Licensing Partners?

September 6, 20170 Comments

A big part of finding licensees is getting the word out about your intellectual property. One of the fastest ways to get the word out is through on-line PR distribution sites. It’s an easy no and low-cost strategy you can start using now.

Keep in mind, it’s not always the best IP that gets the most licensees…it’s the best promoted. You have to reach out if you want to connect with licensing partners.

Let me share an example from the entertainment industry of what PR can do for your IP. When I was at the studio licensing one of the most popular kids TV shows, there was a competitive kids show that was launching. It was weak, but they continuously released “news” about the show – when it was launching, what it was about, new licensees signed…basically anything that was happening with that property.

It was picked up in trade and licensing magazines and they created a licensing buzz. Because manufacturers were constantly hearing about the property, they got a lot of interest and the PR helped them get dozens of new licensing deals.

You can do the same thing. There are many free and low-cost PR services you can use to distribute your IP news releases. A couple of the best free sites are PR.com and PRurgent.com.

Most of the sites offer templates to create your PR release. Just follow the template and plug-in your information. Create a series of updates and announcements about your IP, and distribute them weekly or monthly. Be sure to include a link to your website, and include photos, descriptions and video presentations about your IP.

Remember, the trick is to communicate continuously with your potential licensing partners. You’re creating a dialog. Dole out your licensing information in small intriguing bits and pieces. Give potential partners a reason to contact you. The more you keep the PR dialog going, the more likely it is you’ll find a licensing partner.

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About the Author ()

Rand is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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