Astute readers may recall my post, “A MAN OF LETTERS,” from August 2015. One of the points of the story was to explain my Dad’s preferred method of marketing Olcott International in the late 1980s and early 1990s. It wasn’t by way of a sophisticated advertising mix. After all, this wasn’t a service you could promote via highway billboards (not that that qualifies, but never mind).
The market for patent renewal servicing worldwide in countries from Nicaragua to North Korea (yes, there are a handful of foreign companies that register patents in North Korea!) was and still is not so big. It mainly consists of a tiny cadre of people working in large corporate legal (or more specifically, patent) departments. And the person calling the shots in such rarefied zones is none other than a pooh-bah called a “Chief Patent Counsel.”
That preferred marketing methodology referred to above was – wait for it – by direct snail US mail to every pooh-bah you could shake a stick at. He or she received a personally addressed letter through the miracle of mail merges via MS Word. Windows version, natch!