Customer marketing, whether BtoB or BtoC, has evolved considerably in recent years. The arrival of Internet 2.0, the development of e-commerce and increased competition from emerging countries have made all markets highly competitive.
The question then becomes how to generate leads, convert them into prospects and then turn them into loyal customers. A number of strategies are therefore put in place, with traditional marketing and digital strategies complementing each other to rapidly and effectively develop your customer portfolio. It’s your innovation that makes the difference in your industry.
Your innovation, your invention, the difference you’ve worked so hard to create, finds its place in this differentiation strategy.
It becomes the number 1 marketing argument in your development strategy!
If you don’t want to be copied, you need to protect your innovation.
You’ll then be able to create your own monopoly, your own air bubble, the oxygen pocket your company needs to grow. Every year, INPI confirms that more and more SMEs understand the benefits of patenting their inventions.
How do you patent an innovation?
First of all, let’s remember that there is a significant difference between a patent application and a patented innovation. Filing for a patent does not automatically mean that the patent will be granted! To maximize your chances of obtaining a patent for your innovation, we advise you to work with an industrial property professional.
To patent an innovation, the process is divided into three distinct phases.
Developing invention
Initially, you will develop your innovation without divulging any information to third parties or marketing it, at the risk of having your future patent rejected by the INPI for lack of novelty, and in order to avoid being passed over by unscrupulous competitors.
Studying patentability
Next, you’ll carry out a personalized patentability study to find out whether your invention is patentable.
Drafting & Filing the patent
Once the positive result has been obtained, you’ll need to draft the patent, file it with INPI and wait for INPI’s decision, either with a grant decision, a rejection decision, or with objections to which you’ll need to respond within 3 months, otherwise the patent will be rejected.
To simplify the whole process, and avoid rejection of your patent, we strongly advise you to work with an INPI-accredited patent attorney like YesMypatent. The attorney will take care of everything, from drafting the application to INPI’s response, including deadlines and payment of fees, which will simplify your task and maximize your chances of obtaining your patent with complete peace of mind.
Once your innovation has been patented, it’s time for the patent to be granted: all that’s left is to manage the life of your patent by keeping it in force and using it! You can communicate on your patented innovation as an undeniable marketing argument, enabling you to stand out from your less innovative competitors and get your business off the ground.
A patented innovation is a marketing argument for your customers
Making a difference is now everyone’s business, from VSEs to SMEs and even multi-nationals.
Customers, both private and professional, are increasingly demanding, looking for innovation and novelty.
If you’re not innovative, your competitor will be.
Patented innovation: total exclusivity and the creation of a monopoly
Once you’ve patented your innovation, you’ve created your distribution monopoly.
This gives you more time to reflect and adapt your strategy to your potential customers. You have a 20-year operating monopoly, making it easier for you to raise capital, which will give your future customers the image of a stable, growing company.
Patented innovation gives the image of an innovative company
The hardest part is convincing your customers that you are innovative in general, that your company, your business model and your team are innovative. This is where patented innovation comes in as concrete proof of your willingness to innovate.
In a business-to-business exchange, your patented innovation is the final step in convincing the other party that you’re the right person for the job: innovative, reliable and solidly grounded.
In B-to-C, your operating monopoly on your product or service will give the image of a cutting-edge, innovative company offering an exclusive good or service! And beware of those who buy counterfeits of your product: it’s forbidden and punishable by law.
At a time of exclusivity and the end of mass-marketing, everyone will be looking for the differentiation you can offer.
Patented innovation, the cornerstone of a supply-driven marketing strategy
Supply-side marketing consists in creating demand through an innovative offer. The innovation you have just patented enables you to innovate in your market.
It will open up a new sector, a new segment, create a new need. Supply-side marketing sums up the greatest success stories of the early 21st century.
Facebook, smartphones, SaaS software, LegalTech – all these innovations are creating a new need in consumers’ minds.
Start with an innovation and adapt it, rather than trying to persuade people that your product or service is better than another. In addition to your operating monopoly, you’ve just created a consumer monopoly, so you’re taking advantage of the “early-adopters” in the market.
Find out more about our innovation watch
News and unusual patents to discover
Examples of patents that make a difference
- Blizzard Entertainment’s patent for Overwatch.
The American video game giant has just patented the “action of the game”, which is a replay of the best action of the game. Each game is recorded and the best moments are broadcast at the end, which players can then share on social networks.
- The 10-wine patent for tasting by the glass
The small Nantes-based start-up, founded in 2012, has registered a machine for tasting wine by the glass while maintaining perfect aeration and temperature conditions.
- Michelin’s patent on self-healing tires
Thanks to the genius of two engineers, the French company has developed regenerating tires. This not only sets them apart from the competition, but also reduces the annual CO2 emissions of a city like Paris by the equivalent of one month.
