Wednesday, May 4, 2016

What is Inventortainment?

"Life's a Pitch"!! That's the title of Chapter 7 in The Toy and Game Inventor's Handbook (Inventors Handbook) where we advise readers on "how to" license ideas to toy industry marketers. Inventors hope that their idea is the next mega-hit and marketers hope for the next WOW! product that will leap off toy aisle shelves or through Amazon screens. When inventor meets marketer to show a new idea, it's "pitch time", but oh my, how the modus operandi in toy world today has changed.

At one time, the traditional inventor new idea pitch was done across a table in a face-to-face meeting. Inventors would come to a company's offices or the company would send emissaries to the inventor's place of business. A hands-on demo was de rigueur. But with the emergence of new media techniques and with detached global licensing participants often viewing a pitch, digital demos are more common. Skype, Face Time, video conferencing, or a private channel YouTube video all make the inventor-marketer contact impersonal. What was once a very confidential and private pitch has become widely disclosed on screens everywhere.

Add to this paradigm shift in new product pitch time the broad, public screen exposure of concepts on Shark Tank, Kickstarter, Indiegogo, and the like. In fact, a You Tube pitch often gets archived to become a basic form of consumer promotion when the product is marketed. Check out Swingy Thing Pitch.

Yet the inventor's goal remains the same; to secure a license or financial backing that gets the idea to market. Today, the pitch has become, in some cases, a form of entertainment for a wide populous of viewers. Pitch time has become show time. The inventor and idea are on center stage providing a unique form of inventortainment to an influential audience that can make or break the future of the new idea. Today, we can add inventortainment to toy industry jargon.

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