CASHING IN ON THE Y-2000 HYPE (Nostalgia)

NOTE: This is another in a series of Y2K-related articles; this one regarding trying to cash in on the millenium buzz has some relevance regarding being a bit cautious about marketing to current trends such as organic food and "green" products (both of which I'm a big fan of).

**************************************

Andy Warhol's proverbial "15 Minutes of Fame" is about to take on a new benchmark - the turn of the new millennium is bringing with it new opportunities for fame seekers who would like to take advantage of this special time in history.

"THE OFFICIAL ( ANYTHING ) OF THE NEW MILLENIUM"

If you want your product ( or business ) to be the "Official so-and-so of the Year 2000", take a number and get in line. There's thousands out there who have the same idea as yours. The U.S. Patent & Trademark Office has been inundated with close to 1,500 applications for what are called "millennial trademarks". This basically means using this milestone year as an endorsement for their product or business.

For example, a few companies that have already gotten on their way to millennium claims include Miller Beer which call itself "The Official Sponsor of the Millennium", Boca Burger is the "The Official Burger of the New Millennium", while Alaska Airline and United Airlines are battling it out on who is "The Official Airline of the Millennium".


GIMMICKY NOTABLES OF 2000

If your business cannot get a trademark or a patent for being the New Millennium this or that, you can possibly create a situation that can get you notoriety of some sort. If you are even remotely considering this route, here are a few tips to follow:

( 1 ) Don't use the symbol " Y2K " which has been considered synonymous to the computer bug that's been scaring quite a few people. This negative connotation might backfire on your product or your business.

( 2 ) Avoid using "New" Millenium. Just use the "Millennium" instead. The word "New" can get old pretty soon - maybe a year, if not sooner.

( 3 ) Don't take things seriously. Associating your product with the turn of a century or the new year does not make it special, and does not speak of your product's quality.

________
LICENSE: You have the right to make copies of this Report and
distribute them commercially, without having to pay any royalties,
provided that you DO NOT remove, alter or modify this notice.
USA 1999. Reprinted from ScreenBook#1 "A New Millennium of
Opportunities" - (c) BCI ScreenSuccess - www.telepages.com.