My Buddy and Me

All Yours

The Antenna Buddies had a red-hot launch, but Cindy Jones will soon face competitors. Protecting her patent could cost a lot. One option she can pursue is patent insurance, which can help mitigate the cost for patent infringement suits:

Advertising specialties is another term used for promotional products, and it generally refers to products that businesses buy to give away or to sell at a low price. For instance, Wal-Mart, which uses the yellow happy face in its advertising campaigns, might decide to buy the happy face Antenna Buddy to sell to its customers. Or MTV might offer the cow skull to its viewers.

Promotional items are typically sold through advertising specialty companies that will put a company's name on a product for promotional purposes. Advertising specialty houses sell water bottles, golf balls, Frisbees and virtually any other imprintable item.

In Cindy Jones' case, the Antenna Buddies promotional product possibilities were a point of leverage when approaching manufacturers for a licensing agreement. Jones' product is an outstanding promotional item because it goes where everyone can see it: on the base of a car antenna. That makes it a great tool for any company to advertise its product or service.

Don Debelak is a new-business marketing consultant who has been introducing new products for more than 20 years. He is the author of Bringing Your Product to Market (John Wiley & Sons, $19.95, 800-225-5945).

Contact Source

Antenna Buddies Inc., (800) 964-0080,

« Previous 1 2 3 Page 4

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the September 2000 print edition of Entrepreneur with the headline: My Buddy and Me.

Loading the player ...

Do These Daily Rituals to Unleash Your Vocal Leadership Skills

Ads by Google

Share Your Thoughts

Most Shared Stories

Want Media Attention? Target Trades First
Don't Just Start a Business, Solve A Problem
The 80/20 Rule and How to Supercharge Your Sales and Marketing
6 Things Mark Cuban Says You Need to Be Great in Business
Is It That Important to Be Nice?