Small Business: Marketing your invention

Inventors are generally idea people, not marketers.

They spend a painstaking amount of time on the conception and development of their invention and, too often, little time thinking about how to actually get it into people's hands.

From trade shows to catalogs, there are many ways to market your new invention, say experts. Understanding how to leverage marketing opportunities will only improve your chances of success.

"Marketing is the most absolutely essential piece of the puzzle that inventors often miss," says Tamara Monosoff, founder of Walnut Creek, Calif.-based Mom Inventors Inc. and author of "Your Million Dollar Dream" (McGraw-Hill; $19.95). "They don't consider it because they are so focused on developing their product."

This is often a costly mistake.

Market strategy: First, understand the market segment that will be buying your product so you can assess the best way to reach them, says Monosoff, an inventor who has brought several products to market, including the TP (toilet paper) Saver and the Good Bites Sandwich Box.

Also, know your distribution strategy early on, says Don Debelak, author of "Bringing Your Product to Market" (Wiley; $24.95) and founder of the One Stop Invention Shop in New Brighton, Minn.

Are you targeting specialty stores or big-box retailers?

The price of your product often dictates where it can be sold. For instance, if you have a high-end product with deluxe features, you may concentrate marketing efforts on high-end retailers or specialty stores.

Keep in mind buyers generally like a product to appeal to at least 50 percent to 60 percent of their audience, says Debelak. So understanding the demographics of the various marketing mediums you target is essential, he notes.

To gain momentum and feedback on your product, Monosoff suggests hitting small independent retailers within your area first. Speak to store owners and managers and ask whether your product is something they'd sell -- and if not, why not -- and for price suggestions.

If you use their suggestions, ask if they'd be willing to carry your product, she says. That's how she first got her TP Saver into its first store.

Trade shows: Attending trade shows can be a great way to garner feedback and market your product, says Brian Fried, a Melville inventor and host of "Got Invention Radio," a Web-based weekly talk show. His products have been sold in stores and on QVC, but he had a long road to travel before getting there.

"I had to knock on many doors," says Fried, who peddled his products to at least 50 buyers and potential licensees before meeting a QVC buyer at a trade show. He's since had multiple product spotlights on QVC including his Pull Ties, used for sealing foods, and Eggstra Space, a collapsible egg tray.

There's no shortage of trade shows, says Ross Labelson, chief executive of Buckle-Down Inc., a manufacturer of belt buckles and accessories in Westbury. He's connected with numerous buyers at trade shows, enabling the company to get its patented seat belts into stores like Hot Topic.

Find shows aligned with your product, he suggests. When he was introducing his pet accessory line last year he attended such shows as Global Pet Expo in Orlando. Check out at the Trade Show News Network at tsnn .com for upcoming shows.

He's also found having a Facebook fan page, where he's incorporated pet photo contests, has been a great marketing tool and attracted buyers that have contacted the company directly.

Other ways to market your product: Catalogs (make sure they match your price point and target market); home shopping channels (these generally have a product submission area on their websites); trade journals; and manufacturer's representatives, who peddle multiple products and have relationships with buyers. Just be prepared to target multiple mediums.

"Be persistent," says Fried.

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