Screenshot of Trademark Filing Timeline

Our new interactive timeline for trademark filings is one of several tools aimed at highlighting the direction and focus of a given competitor.   Additional information can be gained by examining the details of each trademark filing and browsing the full data set.

A demo has been set up in your Towergate Software client area.  Please log in here and click on the recently added “Timeline” heading.   The timeline will also be included as a part of the visualization widget set offered by TowerGate Software.

Well before the show, you should be able to access a list other exhibitors (or at the very least, the ones from last year).After a quick scan, compile a list of your competitors or other companies whose profile’s pique you curiosity.

Compile a list by owner of recent filings or add them to you watch list if you haven’t already. Looking at new trademark filings can give you insight into any new products you’re likely to see. They’ll probably be focusing on these new offerings at the show. For the most part, before companies spend money on ad material they’ve probably filed for one more more trademarks. Take the list with you to the show.

From experience, there’s a lot of down time (when potential buyers are off to various sessions, general meetings and so forth) use this time to walk around and see how (and if) some of those new trademarks, brands and so forth are being used.

Doing your homework can also help you decide what you may want to mention or focus on . With enough time you may even throw together a “me too!” component to what you’re selling!

While glancing through recently filed trademarks, sometimes you’ll come across a trademark filing from your competitor who seems to have been dormant for awhile. Just seeing this indicates that they’re still alive and kicking (and have something in the works).

Of course, filing a trademark is not exactly a huge investment, and certainly some companies have filed a trademark and gone under shortly afterwards – but for the most part seeing a new filing indicates of a sign of life.

A sign you’d be wise to pick up on.

For instance, here is an example of a timeline which shows how three trademark filings for a company predated any web mention or official launch.

In this case we also had the luxury of knowing ahead of time about a new slogan and Domain name (microsite) which made it clear what the company was going to push in their next marketing effort.

Had this been your competitor, having this information would have been far, far more beneficial than merely finding out about the new product launch. (Which would have meant, sadly: Game Over.)

Armed with the information above, you would be advised that something big was in the works, you’d have an idea of what that was and you’d be able to plan ahead, react, take action – and compete.