NCET Biz Tips: Holiday Gifts and Trademarks
Have a business or technology question? Send it to ask@NCET.org and if selected, NCET’s panel of business and technology experts will answer it in our new monthly column.
Peter Fishburn
Should I send holiday gifts this year?
This should be a no-brainer but businesses struggle with this question every year. Should I thank my customers and show appreciation for how they supported my business? And my employees – who have worked hard all year long – do I need to thank them as well?
You hear all the time that successful businesses rely on personal relationships with customers. They advertise they want customers to feel comfortable, to ask for solutions to their problems. Companies work hard to be close to their customers and to build and strengthen those personal relationships. So, when the customer does all this, should they be recognized and rewarded?
Think about this… Who are your competitors’ best prospects? You guessed right, your top clients. When I ask clients who they are targeting, the answer is usually competitor’s clients. Send a gift introducing your business so when you make the sales call in January, you have a starting point to build rapport which in turn creates business opportunity.
However, let’s be honest. Sending a food gift tower does not guarantee business. On the other hand, your goal is to build connections and to create a working relationship with your clients. Think how you feel when a gift is delivered and your impression of the sender. Are you inclined to return their call and listen to them?
Words of caution…. Don’t wait to order as delivery and stock issues may reduce your options. Work with a professional to determine what would be appropriate to avoid the headaches of the last-minute rush.
Peter Fishburn with Brown & Bigelow has been in the promotions industry for over 25 years. He has helped business with their branding, marketing, and special event projects through the use of promotional products and apparel to be top of mind with their clients. (peterfishburn.espwebsite.com)
David Lewandowski
Does My Business Need to Register Its Trademark?
With the exception of identifying the core business idea itself, I believe the next most important element an entrepreneur should be focused on in launching a successful business is the selection of a creative and unique trademark to identify its goods or services. A trademark can be any word, phrase, symbol, design or combination of these things that identifies the business in the marketplace and distinguishes it from its competitors.
In my experience a vast majority of entrepreneurs too soon fall in love and select a name for their business without having first taken sufficient time to consider: (i) the entrepreneur's likelihood or ability to obtain a federally registered trademark, (ii) the strength of such selected trademark, and (iii) whether the entrepreneur's use of the trademark infringes on anyone's existing prior rights. Taking the time to consider these important questions can save an entrepreneur a lot of time and money as well as help avoid potential infringement lawsuits in the future.
Securing intellectual property is critical in developing a valuable business. As a result, it is always my recommendation that entrepreneurs file for trademark protection sooner than later. Furthermore, by having a federally registered trademark, the United States Patent and Trademark Office will effectively “police” your trademark by refusing subsequent applications that would conflict with your registered trademark.
David Lewandowski is an Of Counsel attorney with Fennemore who works in the firm’s business and finance practice group. He brings an entrepreneurial spirit to a variety of corporate matters, including debt and equity financing issues for emerging businesses, transactional and capital financing counsel, complex buying and selling strategies, and more. (https://www.fennemorelaw.com/people/attorneys/k-n/lewandowski-david)
NCET is Northern Nevada’s largest member-supported non-profit that produces educational and networking events to help people explore businesses and technology. (www.NCET.org)