Licensing is the process of leasing a legally protected entity – a name, likeness, logo, trademark, graphic design, slogan, signature, character, or a combination of several of these elements. The trademarked or copyrighted entity, known as the property or intellectual property, is then used in conjunction with a product. Many major companies and the media consider licensing a significant marketing tool.
Licensing is a marketing and brand extension tool that is widely used by everyone from major corporations to the smallest of small business. Entertainment, sports and fashion are the areas of licensing that are most readily apparent to consumers, but the business reaches into the worlds of corporate brands, art, publishing, colleges and universities and non-profit groups, to name a few.
Licensing can extend a corporate brand into new categories, areas of a store, or into new stores overall. Licensing is a way to move a brand into new businesses without making a major investment in new manufacturing processes, machinery or facilities. In a well-run licensing program, the property owner maintains control over the brand image and how it’s portrayed (via the approvals process and other contractual strictures), but eventually reaps the benefit in additional revenue (royalties), but also in exposure in new channels or store aisles.
Business in Las Vegas – are you serious? Yes, if you’re looking for a place to start your business, consider Las Vegas, the round-the-clock city that gaming built and which is open for business. Iamerican has participated 2 Expos in Vegas in the last 2 months, and we can definitely can recommend Vegas to find your business goals!
After SPREE RECon in May Iamerican is heading again to Las Vegas to Licensing Expo between 21-23 June. The Expo will be held in Mandalay Bay Convention Center, one of the largest privately owned and operated convention centers in the world, located in Paradise, Nevada. The number of Exhibitors are more than 5000 from more than 90 countries.
Who will attend to Licensing Expo?
Brand & Property Owners
Advertising, Marketing & Creative Agencies
Licensing Expo provides the best opportunity to align your company with consumer brands, entertainment icons, renowned superheros, mega celebrities, treasured characters and cutting edge art recognized by consumers around the globe. It’s also the most efficient way to learn about the licensing industry if you’re just getting started.
More info: http://www.licensingexpo.com/licensing-expo
Iamerican will be at the Licensing Expo June 21-22 in Las Vegas.
Join Iamerican at the Licensing Expo!
Top 10 Things You Need to Know Before You Go to Expo via
For anyone in the industry, Licensing Expo is the biggest event of the year. It can be intimidating, trying to prepare and make sure all of your bases are covered. Whether it’s your first Show or your 15th Show, we can always use a reminder of what to do and know before you leave for Las Vegas! For this reason, the International Licensing Industry Merchandisers’ Association’s (LIMA) director of marketing, Christina Jordan, and marketing coordinator, Hillary Benton, have assembled the following list of tips:
- Get organized beforehand.
Are you coming to Las Vegas to learn about the industry? Get deals done? Meet potential clients? A little bit of everything? When you walk onto the show floor for the first time, it can be incredibly overwhelming and you have a mere three days to navigate it all. Create an agenda for those three days and prioritize what your “can’t miss” objectives are and what you could potentially save for the next show on your list (like Brand Licensing Europe). Included in that document should be people you want to meet with, any events or seminars you want to make sure not to miss, and what goals you have for attending Expo.
- Be organized during the Show.
Yeah, organization again, but it’s important to make the most out of your Expo experience when so much is going on. You will meet so many people over the course of Licensing Expo, it will be impossible to keep track without a near photographic memory. Your bag will contain a barrage of business cards and, come Friday morning, the names and faces will all be blurred together. Take some time to jot down notable details about the people you met and the discussions you had, while it’s still fresh on your mind. And P.S.—make sure you pack plenty of your own cards, you’ll need them!
- Leave your inhibition at home.
And we don’t mean because you’re going to Vegas. We mean don’t be intimidated by someone’s title or the company they work for. This is quite literally the greatest networking opportunity you will have all year. If you happen to run into the head of consumer products for a major studio or the decision maker for one of the biggest corporate brands, don’t be afraid to introduce yourself. It could be a connection that benefits you tremendously in the year(s) to come. Strike up conversations with those around you, even if you’re not at your booth. Make eye contact! Say “Good morning!” It goes without saying but, be friendly—it’ll take you far.
- It’s a marathon, not a sprint.
Well, a more accurate description is that it’s a marathon that you may have no choice but to sprint. Your time at the show will be fast-paced and you likely will have difficulty even finding time to sit down to eat (breakfast bars are your friend!). That said, make sure you take care of yourself so you stay at peak performance and don’t burn out hard. Get plenty of sleep, stay hydrated, and remember to eat.
- Utilize the new Matchmaking Service.
If you don’t have a previously scheduled appointment, you may find it rather difficult on-site trying to meet with some of the brands or agents you want to. The new Expo Matchmaking Service is designed to put you in touch with business contacts before the show. The more you can potentially have lined up in advance, the better. Plus, it’s free to all registered attendees and exhibitors!
- Use the trade show directory to your advantage.
It’ll have the most up to date Show info, as well as a map of the Show floor so you can easily see what areas your “must-see” and “want-to-see” are in. That way, instead of spending your time and energy walking all the way across the show floor and back again, you can knock out all the exhibitors in that category at once.
- Soak up all the information you can.
Between the Keynote Speaker, Digital Summit, Licensing University, and more, there are a lot of chances to learn something at Expo. When (if) you find a break in your schedule, consider using that time to attend an educational event. It’s not often that you’ll find this much licensing programming in one place.
- Follow up!
You’ll come home with an overwhelming amount of information—and business cards, as previously noted—so it’s important to start following up as soon as you get home from the Show while it’s all still fresh in your mind. If you don’t, you risk forgetting what discussions you had, or worse, the people you had them with may forget about you.
- Stay until the end.
The final day of a tradeshow tends to be the quietest. You may be tempted to cut out early or treat yourself to an afternoon at the pool. Don’t do it. Use the downtime to your advantage and try to meet with someone at those seemingly impenetrable booths. Everyone is a little more relaxed by day three and may be more approachable.
- Bring comfortable footwear.
This is not the time to be breaking in a pair of shoes.
Still need to brush up? Attend LIMA’s upcoming webinar on How to Work a Trade Show, where LIMA UK Managing Director Kelvyn Gardner will discuss the ins and outs of working the Show floor. Visit the LIMA website for more information.
Hillary Benton (coordinator) and Christina Jordan (director) are LIMA’s marketing duo. They have collectively attended 11 Licensing Expos and made the mistake of not bringing breakfast bars or ballet flats. They share these tips in the hopes that you will learn from their pain.
The idea of licensing is a proliferating business nowadays. A well-executed, strong licensing relationship brings benefits to all parties to the deal – property owners, licensees, their affiliates, retailers and, ultimately, consumers. Each of those parties has its own goals and aims that ultimately adds value to the final product or service.
There are many reasons for an intellectual property owner to grant a license:
- Marketing support for the core business
- Extending a corporate brand into new categories
- Trying out potential new businesses or geographical markets with relatively small upfront risk
- Maintaining control over an original creation
Licensees lease the rights to a certain property for incorporation into their merchandise, but traditionally they do not share ownership in it. Nevertheless, licensing provides a number of important functions to them.
- Gaining the consumer awareness and marketing benefit of a well-known brand, character, logo, design
- Moving into new distribution channels
- Reducing in-house costs
- Enhancing authenticity and credibility
Watch this video about licensing!
Are you American in your business, do you agree that the key to success is to work hard? Iamerican is right for you!
Do you have an idea for success? We have a guideline for you! Let’s succeed our common dream, let’s be successful together!
Do you have a goal? Do you have a wish to be successful? We give you the background and the outfit!
Don’t forget: an idea is not enough without work! Only a well-executed, a strong licensing relationship brings benefits to all parties to the deal.
Maybe because those many nationality, who lives there have agreed in one common thing. In one vision, in what they believe together. This vision has many names, they call it freedom, the dream of the Founding Fathers, they call it to Constitution, but most often they call it America. America will stay to America for us and for everyone who believes in the American dream.
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An American is not distinguished by ethnics or religion, an American is a proud citizen of the States, and proud to live in freedom and liberty. Freedom make us happier and better.
An American is proud to be American, however they live their life – Deal with it! America was created by Americans, America is successful, makes you successful if you want it! America is for those people, who want to be successful! This is why I am proud that I american!
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To be American means to me to believe in freedom, to believe in the Constitution, and to be loyalty to the country.
Freedom is not only a gift, freedom is a huge responsibility, what makes us stronger every day. Freedom and proudness are allies, what an American always has to follow with hope.
There wasn’t bigger potential in any nation than in United States of America. The spirit of the Constitution gives us liberty, freedom and courage.
An American is
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