WINTER2022_SSCWN_1-68-3

TIPs
MARKETING TIP
Get on base!
Spring training is just weeks away and America’s
favorite pastime is about to take over the parks,
televisions, sports news sections, etc. According to
ESPN, more than 25 million kids played baseball
or softball in 2018, and nearly 15 million of those
were “core” players who played 13 or more times in
a year. Therefore, it might be worth your while, and
your advertising budget, to consider sponsoring a
local team. Those shirts and uniforms, emblazoned
with your car wash name and logo will be seen
by parents, fans, umpires, referees, grandparents,
coaches and players. Plus, it can also build loyalty
with those grateful for the donated money.
Another idea is to buy and/or rent a fence sign
or “billboard” at the local ballpark. They are also
available for advertising at local skating rinks,
basketball courts and soccer fields. Another thing
to consider is that because a lot of local youth
groups are registered as non-profits, a sponsorship
would be considered a tax write-off.
If you have a local AA baseball team there are
many marketing ideas for that arena. Consider
advertising in the programs, on a field sign, or maybe
man a booth at the stadium in which you hand out
flyers and giveaways or host a raffle. Another idea
is to sponsor an inning and have your business’s
name broadcasted out by the game’s announcer.
This might also be heard if the games are broadcast
on the local radio stations. You can also sponsor an
entertainment segment in between innings.
And, if its too late to sponsor a baseball team,
there is always hockey and basketball sponsorship
opportunities.
Better act now though as Spring training is already
underway and Spring is just around the corner.
And to prove sponsoring a team works, here is
a picture of myself, editor Debra Gorgos (the only
one not wearing a hat). This was back in the mid-
1980s and I still remember that CT Male was the
sponsor of our softball team for so many years.
LEGAL TIP
How to register
your trademark
and logo
If you’ve taken the time and creative energy
to come up with a great name and/or trademark
for your business, you should also take the time
to register them both. The last thing you want is
anyone stealing your hard work and creativeness.
It is not difficult to do this. You simply have to visit
United States Patent and Trademark Office (uspto.
gov) to get started. If you’re still in the designing
phases, you have to do some research. According
to upcounsel.com, you’ll need to make sure that
no similar mark already exists in the Trademark
Electronic Search System, found at https://
tmsearch.uspto.gov/. If you find something similar,
the next step is making changes to your mark so
that it doesn’t infringe.
Once you’ve determined that your mark is
truly unique, upcounel.com stated, you can start
using the TM symbol at the end. The three main
placement techniques for notifying competitors of
your intent to use the mark are:
• Placing a symbol (TM, ®, * [asterisk], or
dagger/double dagger) at the first use of
the trademark but not on subsequent uses,
then adding a footnote that overviews the
trademark
• Placing the TM or ® symbol next to the
trademark every time you use it
• Using a different font or formatting, such
as bold, italic, or uppercase, for the
trademarked words to differentiate them
from other text.
Here are a few frequently asked questions
found on Legalzoom.com which deals with small
business legal matters.
■ I found a trademark similar to mine.
Can I still register it?
Oftentimes no, because it could create confusion.
But if the other mark is used for different
products or services, it might be possible because
consumers may not be confused about who sells
what. Take the Delta trademark. Delta Dental,
Delta Air Lines, and Delta Faucet Company
coexist because the products are different enough
to prevent consumer confusion.
■ Do I need to register my business
name and logo separately?
Yes. The USPTO (United States Patent and
Trademark Office) allows one trademark—that’s
one name, one logo, or one slogan—per application.
You can register a logo that includes text,
but then the design and the text together are
considered one trademark. Want them protected
individually? You’d need to file two applications.
■ What’s the difference between a
basic and a comprehensive search?
With a basic search, we look for direct hits (aka
exact matches) in the federal database to see if
someone already registered your mark. With a
comprehensive search, we look for exact and
similar matches—plus, we’ll see if someone uses
but hasn’t registered your mark.
■ How long will it take to register my
trademark?
Ideally, six to nine months if you’re using your
mark in commerce. The USPTO will review your
application within a few months, and then either
send an Office action with questions or concerns,
or approve your trademark for publication. If
published and there are no objections by the public
within 30 days, your mark is officially registered.
If you’re not yet using your mark in commerce,
it can take longer. After making it through the
previous steps, the USPTO will grant a Notice
of Allowance—which says they’ll register your
mark once you provide proof of use in commerce
through a Statement of Use. Once that’s submitted
and approved, your mark is officially registered.
8 • WINTER 2022