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OUTREACH PROGRAM BOIP

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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  1. OUTREACH PROGRAM BOIP Christel Heremans Head Information & Promotion cheremans@boip.int

  2. Table of contents • Benelux issues • Reputation survey 2007 • Activities

  3. Typical Benelux Issues • 3 countries • Different official languages • Different cultures and attitudes

  4. 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

  5. 33 % know BOIP and/or BTO • 16 % know BOIP • All in all not a bad score

  6. 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 %

  7. 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 • …

  8. 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

  9. 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

  10. 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 …

  11. Effects of the survey on our strategy • Adapt means of communication • Look into online advertising possibilities (bannering, google adwords…) • Reconstruct our website

  12. 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

  13. 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

  14. 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?

  15. 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

  16. Thank you for your attention. www.boip.int

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