You've Arrived, But Have Yet to Conquer: What Next?

Ernest has invented, patented, and manufactured a full-face goggle for motorcycle riders who don’t enjoy wearing a full helmet. He believes that there is nothing else like it on the market. He has a website and is currently marketing to motorcycle stores, but has limited funding. He asks: how do I become known and established?

There are a number of strategies Ernest can employ to publicize his innovation. I want to make something clear: many of the paths I advise can be applied at the same time, and in any order. No single way is the “right” way, in most cases. So I’d recommend that Ernest do any and all of the following.

Read the last blog I posted. Create a press release and send it out to appropriate magazines and news outlets to generate a feature about yourself and your product. Publicity is like a rolling snowball – once you get some of it, more and more opportunities are likely to accumulate. Use a feature as a springboard for another.

Attend a trade show. Meet and talk to the leaders in your industry. Hand out brochures, business cards, etc. Network! If you can’t attend one, get a mailing list of all retail motorcycle stores and send them a brochure.

Run advertisements. This can be expensive, however.

Seek a company with great distribution and a strong sales force – try to license your product to them.

Most of these strategies complement one another. Having people who already support you and your idea are likely to help land you a licensing deal; it shows the validity of your idea. Having a licensing deal will lend you credibility, and so on and so forth.

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