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.
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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, www.itsrealstuff.com.
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