www.ipaustralia.gov.au

Presented byPeter Willimott and Alison SentiMarketing & Communciations

IP Australia

Regional Workshop on Enhancing Awareness of Intellectual Property

Workshop for FICs

2 - 4 September 2003

DAY 2

Day 2 OverviewDay 20800 Topic 4 - Identifying Audience Needs and

Program Development Quiz on Day 1 Topics 0900 Topic 5 - Developing Key Messages for

Target Groups1000 Break1015 Topic 6 - Developing and Implementing Public

Awareness Activities1115 Topic 7 - Organisation and Conduct of IP

Awareness Seminars 1215 Lunch1400 Topic 8 - Building Strategic Relationships and

Networks1500 Break1515 Topic 9 - Advanced IP Awareness Activities

and Resources: 1615 Topic 9 - Evaluation of IP Awareness Activities

and Final Wrap Up

1715 Closing Ceremony

Day 1 Topics Quiz1. Name one participant of this workshop and the animal they would most like to be.

2. Give one reason why it is important to raise awarenessof the benefits of protecting IP.

3. What is the difference between PUSH and PULLinformation distribution?

4. What is the difference between an objective andan outcome?

Day 1 Topics Quiz

6. What is the difference between qualitative and quantitative market research?

7. Name one market research activity and when you would use it.

9. “Patents can provide protection for 20 years” Is this a benefit or a feature?

10. What did you think the most important thing you learned yesterday was?

5. What is meant by the term segmentation?

8. What colour shirt was Peter wearing yesterday?

TOPIC 4:Identifying Audience Needs and Program Development

(Market Research)

Market Research What is market research and why is it important?

- Identify trends, business needs/expectations - determine success of your programs and organisation’s performance

Qualitative –respondents provide descriptive information about their thoughts and feelings

Quantitative – uses techniques involving relatively large numbers of respondents to obtain a large sample

Market Research IP Australia Trade Marks market research - Up front

Service delivery

Qualitative- Face to face interviews with trade mark attorneys- Interviewers used discussion guides to promote a conversation about the relevant issues - See findings

Quantitative- Online structured survey- See findings

Market Research The development of a market research project:

- Set objectives for research

- Select and brief market research company

- Select methodology and timeframe

- Construct research instrument

- Recruit participants

- Conduct research

- Construct research report

- Evaluate research project

Market Research Group activity

Assume you are responsible for marketing Coca-Cola.

You need to find out about your target audience - Me!

What can you tell by looking at me about what I like to do, my habits and my likes/dislikes?

TOPIC 5:Developing Key Messages

for Target Groups

Key Messages

Clear and consistent message for each identified target segment

Key messages >> overall objectives

Reflected in communication pieces/activities

‘Feature’ versus ‘Benefit’ statements

Key Messages

Feature Statement:

“Registered trade marks provide legal protection for your brand”

Benefit statement

“Registered trade marks provide your business with the right to market your products or services under that name, and can give you an edge over your competitors”

Key MessagesGroup Activity:

Work in pairs to come up with one (1) IP feature and benefit statement and one (1) non-IP feature and benefit statement.

Here are some ideas for topics your non-IP statements:

Coffee Break

TOPIC 6:Developing Targeted

Awareness Publications and Material

PublicationsPrinted material

Allows for detail

Use of design elements

Relatively low cost

Can have limited lifespan

On-costs

Publications

Before You Start - Key Questions:

Why use print?

What info will be included?

What role will the publication have?

PublicationsBefore You Start - Key Questions (con’td):

Audience?

PublicationsBefore You Start - Key Questions

(con’td):

Distribution?

Lifespan?

Cost effectiveness?

Advantages and disadvantages for different types of publications

PublicationsBriefing Graphic Designers - Handy Tips

DO give them a ball park budget to work (pitching fee?)

DO give them a summary of intended audience and use

DO clearly state what you want back from them in their proposal

DO provide them with your Corporate Image Standards (if available)

PublicationsBriefing Graphic Designers - Handy Tips (con’td)

DO ask for your artwork files back

DO make sure you own your IP!!

>> All of these will save you time (and money!)

Publications

Group Activity

Publication Comparison on whiteboard

Advantages and Disadvantages of:

• Newsletters• Brochures• Publications

TOPIC 7:Organisation and Conduct of IP Awareness Seminars

Seminars

The most cost effective way of disseminating detailed information to a large sample of your target audience.

Provides a two-way learning opportunity for customers

Generally easy to organise (low effort)

Seminars

Time- Best time for your audience?

- Allocate speaking times for speakers

- Stay away from weekends/holidays when scheduling dates

Seminars Speakers- Speakers from within the industry have a

higher profile and more credibility

- build and maintain relationships with key industry players

- Presentations should be in simple language

- Applying IP in a business context (case studies)

Seminars Promotion- Seminar flyer - Design and

Distribution

- Newspaper ads

- Promotion to media

Typical seminar structure

- Speakers

- Content

Seminars Evaluation- effectiveness of speakers;

- audience’s satisfaction;

- content; and

- successful promotion methods

Seminars Presenting at a seminar- Structure. Engaging introduction, clearly state

main points, offer context

- Content. Attention peaks at the beginning and end of your presentation, Link topics.

- Relevance. Examples and anecdotes.

- Audience attention. Visual aids, interaction, timing.

Seminars Group ActivityYou have been asked to run a seminar for small business as an introduction to IP.

The Department for Industry has kindly offered to assist you prepare and run the seminar - they are keen to deliver information of interest to the target audience at this seminar.

Have a think about the target audience and then answer the following questions provided

Lunch

TOPIC 8:Building Strategic

Relationships and Networks

Relationships and Networks Use existing channels of information to reach

your target audience

Credible, respected

Example - SME’sBusiness advisory centresChambers of CommerceRetailers Association:Other Government departments

Relationships and Networks Benefits: Develop relationships with orgs in the target

market

Save money/share costs and resources

New contacts

Widen distribution area

Broader range of information in context

Relationships and NetworksExamples: IP info in newsletters (both paid and unpaid,

see examples)

Website links

Co-hosting events

Sponsorship/contribution to other events

Materials at conferences

Expert speakers

Relationships and Networks Group Activity:

Lets name some organisations in your country that could be approached for a strategic relationship...

Coffee Break

TOPIC 4:Advanced IP Awareness

Activities and Resources (Internet)

Internet

Research tool

Immediacy (both access and control)

Deal with large amounts of information

Primary source for customers/clients?

Two way communication tool

InternetMaximising ‘Traffic’

Existing Users functionality ‘hooks’

New Users promote site navigation, sequence of accessing info

Internet Evaluation website statistics tracking specific areas/activities

Target Audience Specific Sites entire sites and additional pages

Feedback functions

Example - improvements to the IP Australia website (www.ipaustralia.gov.au)

TOPIC 10:Evaluation of IP Public Awareness Activities

Evaluation One of the most important parts of your

PE&A strategy

Used to- refine and further develop your activities;- provide data/information to assist you in developing further business cases; and- obtain support from management.

One of the most important parts of your PE&A strategy

Evaluation Make available the option of giving feedback

wherever possible:

Some examples of how IP Australia obtains feedback

- Internet- Events- Publications

Wrap Up Introduction Objectives Segmentation Market Research Key Messages Publications Seminars Relationships and Networks Internet Evaluation

Questions?

Thank You!Alison SentiAssistant Director - MarketingIP AustraliaPh: +612 6283 2062Email: alison.senti@ipaustralia.gov.au

Peter WillimottAssistant Director - MarketingIP AustraliaPh: +612 6283 2282Email: pwillimott@ipaustralia.gov.au