Elementary, Mr. Watson: Rules of Thumb—Guidelines vs. Principles for PCB Design
Beyond Design: High-speed Rules of Thumb
Global PCB Connections: A Technical Overview of Long-flex Printed Circuit Boards
Flex and Rigid Sales and Marketing with Al Wasserzug
January 20, 2017 | Andy Shaughnessy, PCBDesign007Estimated reading time: 2 minutes
After decades in the PCB industry, Al Wasserzug of Cirexx International has seen marketing and sales trends come and go. I recently caught up with Al and interviewed him via email about the latest sales and marketing techniques, the value of traditional methods such as trade shows and conferences, and the particular characteristics of marketing flex circuits.
ANDY SHAUGHNESSY: For anyone who may not be familiar with Cirexx, give us a quick background on the company and your own background.
AL WASSERZUG: Cirexx was established in 1984 in Silicon Valley as a PCB manufacturer and has grown over the years to become a full service PWB supplier. The company offers design through assembly of printed circuit board and flex circuit products for a variety of markets and holds several professional certifications and registrations.
I have been in the PWB industry for more than 38 years and have served in nearly every facet of a manufacturing organization. With Cirexx, I manage business development in the Midwest and Southeast U.S. where I have an opportunity to utilize most of the skill set I have developed over my career. While I continue to specialize in flex circuits, I have also enjoyed learning and participating in the growing RF/microwave PCB niche.
SHAUGHNESSY: How would you describe the Cirexx marketing philosophy?
WASSERZUG: The Cirexx marketing approach can be wrapped up in one word: focus. We focus on a particular market segment, technology, region and/or customer account and then saturate that entity with all things Cirexx. We use all available tools: The Internet, trade shows, “lunch-n-learn” events, sales reps, cold calling, technical interface/assistance and a lot of face time with key individuals.
SHAUGHNESSY: Do you think trade shows, conferences and advertising are still important marketing avenues? I hear this argument, pro and con, quite a bit.
WASSERZUG: These are all tools that continue to have great value within the context of a larger marketing plan. They will individually seem like a waste of time and money if they are not incorporated into a dedicated strategy from which the entire sales team is working. You can add all forms of other common sales instruments to this list and similarly get pro and con on each for the same reason: use of social media; sales reps vs. direct sales; value of “lunch-n-learns,” etc. Every organization must have an overall plan to achieve a specific objective. Then, and only then, will they readily see the wisdom—or lack thereof—in any one particular approach.
To read this entire article, which appeared in the December 2016 issue of The PCB Design Magazine, click here.
Share on:
Suggested Items
PCB Layout Rules of Thumb for Consideration
11/25/2024 | Patrick Davis, Cadence Design SystemsJust because a “rule of thumb” is usually based on experience instead of precise facts doesn’t negate its value. For instance, when I told my kids that a good rule of thumb was not to back-talk to their mother, they discovered very quickly how accurate my advice was once they crossed that line. There are a lot of rules of thumb that we rely on daily, including those that apply to PCB design.
HPC Customer Engages Sondrel for High End Chip Design
11/25/2024 | SondrelSondrel, a leading provider of ultra-complex custom chips, has announced that it has started front end, RTL design and verification work on a high-performance computing (HPC) chip project for a major new customer.
Rules of Thumb for PCB Layout
11/21/2024 | Andy Shaughnessy, I-Connect007The dictionary defines a “rule of thumb” as “a broadly accurate guide or principle, based on experience or practice rather than theory.” Rules of thumb are often the foundation of a PCB designer’s thought process when tackling a layout. Ultimately, a product spec or design guideline will provide the detailed design guidance, but rules of thumb can help to provide the general guidance that will help to streamline the layout process and avoid design or manufacturing issues.
PCB Design Software Market Expected to Hit $9.2B by 2031
11/21/2024 | openPRThis report provides an overview of the PCB design software market, detailing key market drivers, challenges, technological advancements, regional dynamics, and future trends. With a projected compound annual growth rate (CAGR) of 13.4% from 2024 to 2031, the market is expected to grow from $3.9 billion in 2024 to $9.2 billion by 2031.
KYZEN to Spotlight KYZEN E5631, AQUANOX A4618 and Process Control at SMTA Silicon Valley Expo and Tech Forum
11/21/2024 | KYZEN'KYZEN, the global leader in innovative environmentally friendly cleaning chemistries, will exhibit at the SMTA Silicon Valley Expo & Tech Forum on Thursday, December 5, 2024 at the Fremont Marriott Silicon Valley in Fremont, CA.