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OUTREACH PROGRAM BOIP. Christel Heremans Head Information & Promotion cheremans@boip.int. Table of contents. Benelux issues Reputation survey 2007 Activities. Typical Benelux Issues. 3 countries Different official languages Different cultures and attitudes. Reputation survey 2007.

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OUTREACH PROGRAM BOIP


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    outreach program boip

    OUTREACH PROGRAM BOIP

    Christel Heremans

    Head Information & Promotion

    cheremans@boip.int

    table of contents
    Table of contents
    • Benelux issues
    • Reputation survey 2007
    • Activities
    typical benelux issues
    Typical Benelux Issues
    • 3 countries
    • Different official languages
    • Different cultures and attitudes
    reputation survey 2007
    Reputation survey 2007

    Objectives of the survey:

    • Changes regarding the survey in 2001
    • Image of target group:
      • Attitude of sme’s towards registration
      • Ideas and needs about protection
      • Expectations towards our activities
    • Change of name in 2006  BOIP
    slide5
    33 % know BOIP and/or BTO
    • 16 % know BOIP
    • All in all not a bad score
    other offices are less known
    Other offices are less known
    • 67 % know no office to register a trademark or a design
    • OHIM scored 1 %
    • Highest score for a trademark agent was Bureau Gevers in Belgium with

    5 %

    few interests and little knowledge of the subject
    Few interests and little knowledge of the subject
    • Different reasons for not registering:
      • Not necessary  32 %
      • Not important
      • Never heard of
      • Too expensive  11 %
      • Complicated procedures
    what is important for sme s
    What is important for Sme’s?

    important aspects per country

    accessible

    100

    90

    My language

    quickness

    80

    70

    60

    50

    40

    Via internet

    Advise

    30

    International

    personal

    Netherlands

    Belgium

    Legal reliable

    Luxembourg

    effects of the survey on our strategy
    Effects of the survey on our strategy
    • Focus on creating awareness:
      • Takes a long time, but it is effective.
      • We don’t sell registrations!
    • Behaviour change by applying examples relevant for sme’s:
      • More logo’s in our promotion material  66% of the sme’s have a logo, 20 % have a word mark
      • Relatively low costs of trademark registration
      • Online filing is simple
    effects of the survey on our strategy1
    Effects of the survey on our strategy
    • Main target groups were confirmed by survey
      • Starters:
        • 19 % know BOIP
        • 29% recognise importance of registration
        • Little knowledge and no means
        • All have a new name and logo
      • Sme’s with R&D departments:
        • 40 % know BOIP
        • 52% recognise importance of registration
        • Have more creations, ideas, logo’s …
    effects of the survey on our strategy2
    Effects of the survey on our strategy
    • Adapt means of communication
      • Look into online advertising possibilities (bannering, google adwords…)
      • Reconstruct our website
    activities account management
    Activities: account management
    • To extend our network towards partners in knowledge
    • Their core business is to inform sme’s on innovation and IP
    • Their attitude towards BOIP must be positive
    • Their interest in cooperation with BOIP is important
      • Chambers of commerce
      • Governmental projects for starters and sme’s
      • Associations of different professional groups
      • Trademark agents
    activities account management1
    Activities: account management
    • Network is extensively growing
    • Several IP road shows in the 3 countries
    • (free) Publicity through their communication channels
    • Presentations for front offices and workshops for trademark agents
    • Corporate magazine
    activities direct mailing starters
    Activities: direct mailing starters
    • As a follow-up of ‘starters days’ fair
    • Selected 15.000 starters in Belgium
    • Created homepage with tips for starting enterprises
    • Possibility to subscribe to a newsletter
    • Not an unqualified success!
      • Directory wasn’t up-to-date
      • Starters have other priorities
      • Registration is not a fast moving consumer good

    Is there a cultural difference?

    activities direct response marketing action
    Activities: direct response marketing action
    • Online advertising campaign for sme’s
    • Google adwords
    • Action pages with information for innovative entrepreneur and sme’s in business services
    • End of September