Here we go…

Industry Staples
Electrical/Electronics and Computer Development Engineers Group (2,789  April ’09- 5,796 Members Now)
This is the largest technical group I was a part of last  year.  It is a dynamic group, and very active.  However, the content tends to be a little bit more generic, and lacks the technical specificity found within the smaller groups formed for topical discussions.  That being said, I really appreciate that there is always something new whenever you visit, and there is a large, diverse audience to whom you can field discussion questions, share news articles, and work on your networking skills.

EMS Insider (Electronics Manufacturing Services (2,663 April ’09- 5,815 Members Now)
EMS Insider falls into the same category of LinkedIn group as the EECDE group above.  More general discussion on larger, less specific, and often marketing/manufacturing oriented topics.  This is a great group to be a part of so that you have messaging rights to people within the industry.

PCB Forum (1,133 Members Now)
The PCB Forum group is a mid sized group and falls right in the middle of everything.  Decent membership, good conversation, relevant news, etc.  If you’re not a part of this group, you ought to be.

Printed  Circuit Board Technologies and Solutions (330 Members April ’09- 930 Members Now)
Same thoughts as the PCB Forum above.

PCB Designers and PCB Designers Group (423 Members and 378 Members respectively)
These two groups cater to the PCB Designer, as is clear by their titles.  PCB Designers is the more robust and put together group, although PCB Designers Group still has provided some valuable activity for me in the news section whenever I have posted a link.  There is a discussion thread about combining the two groups… and whether that happened or not, I am not sure.  I would speculate that a majority of the members are overlapping members.  However, these are my two favorite groups!!…. be sure to check them out and join.  I see them growing tremendously in the next year.

VLSI (2,337 Members April ’09- 4,233 Now)
This group has grown a lot, but still has that feel of being subsidized by a few key contributors rather than it being a lively, dynamic community.

IPC – Association Connecting Electronics Industries
The IPC group is a great resource for the PCB Professional.  Although it is not updated or contributed to as often as many other groups, it is relatively free of junk postings and distractions.  I really appreciate the IPC and their efforts to provide resources; and supporting their LinkedIn group is a great way to show some support.

Rising Stars
These groups have great potential and I see them growing tremendously in the near future… however, that’s up to all of you.  With a little love and involvement, I see these topic/technology specific groups growing into very informative communities.  Some have very few members, and great content, while others have a good number of members, but need more applicable content.

Flex Circuit (42 Members April ’09- 172 Members Now)

PCB/BGA Rework and Repair (103 Members Now)

Unexplainable PCB Quality Issues (151 Members Now)

PCB HDI – Next Generation (124 Members Now)

Signal Integrity Engineering (1,184 Members Now)

RF/Analog/Mixed signal circuit design & product/test engineering (883 Members Now)

RFID/AIDC Technology (1,818 Members Now)

Homepage logo taken from this site.

I have spent some time exploring the virtual show floor and various exhibits.  My gut response? I miss shaking hands.

A virtual trade show has some great benefits.  The reduced costs associated with travel is the first to come to mind.  There is also the advantage of being able to go about your day at work, and to hear a notification that someone has stepped into your “booth”.

However, my first interaction with a virtual show hasn’t been the best.  Please do not read that as a condemnation of virtual shows.  I just don’t fit the description of someone who would truly benefit from this show.  It seems that this style of show (virtual) really weeds out the moochers.  What I mean is – there are a few very specific strengths of the show, and if you fit within the target of those strengths, it will be great.  However, if you’re on the fence, you won’t like it.

With 2,300 attendees, Virtual PCB has been great for the exhibitors.  Many have stated that their booths have been consistently busy.  And it would be awesome to be an attendee looking for some services provided by the exhibitors.  The ability to switch in between various companies and instantly chat with them is great.  Exhibitors also have access to attendee lists, which is a very valuable resource when used correctly.

But for me, as a competitor to most of the exhibitors and being a marketing guy without technical expertise, there was not a whole lot of benefit.  Had we exhibited, I might be singing a different song.  This is a great benefit for the exhibitors… having a firewall/deterrant of sorts to their competitors.  There is very little cherry-picking.

What are your thoughts or experiences concerning virtual shows?  They are definitely a piece of the puzzle as it relates to the future of our industry.  UP Media is leading the charge, and sincerely I commend them.  Did you find the show helpful?  Are there aspects you wish were different?

The year 2009 has been an intense crash-course and immersion into the PCB industry.  I entered the field having only seen a board in settings such as when my mother’s blender lay torn apart on my lap as I sought to “fix” it as a ten-year-old.  My background is in entrepreneurship and business development.  Keep these things in mind as you read, but I hope that you do not allow them to lessen the various observations.  Please be sure to comment, critique, and add to this article in the comments section.

Market Segments
Tradeshows
There is nothing as bittersweet as a tradeshow.  It is easy to see that while many I’ve spoken with claim to dread the show circuit, there is an industry sustaining vibrancy found on the tradeshow floor.  In fact, regardless of size, shows remind many that they are not alone in this economic climate and in this industry.  “How about them Yankees” was definitely replaced by depressed and rehearsed comments about overseas production and its implications.  Yet even competitors can console one another.

Recessions inherently bring about budget cuts and a careful critique of the ROI (return on investment) of all marketing endeavors including tradeshows.  Smaller displays with fewer freebies seemed more prominent as the year progressed.

However, tradeshows will never go away because there is an inherent need within any industry to foster community and to provide convenient platforms for vendors and customers to interact.  Yet there is a great need for training and planning of employees to occur in 2010.  Pre and post-event networking skills need to be developed.  And it seems clear that the question of whether we will attend the next tradeshow is moot until we have exhausted an investigation of how we can best take advantage of the opportunity contained within each show.

Media and Trade Publications
As a complete rookie to PCB’s, I found the press to be my greatest ally.  Wonderful individuals within UP Media and  iConnect007 greatly encouraged and guided me through year one.  In fact, they are both the customer and supplier’s greatest asset.  Many of the most knowledgeable individuals are connected with these organizations and an email to either requesting direction or a good contact will usually turn out well.  Don’t expect them to play favorites or violate privacy issues, but they will do their best to direct you toward professionals or resources which will aid you greatly.

Political Climate
Changing the political landscape concerning any issue is always a laborious and time consuming process.  However, great strides were taken this year as the position of PCB Executive Agent was created.  In the second week of December, close to one hundred twenty-five industry professionals gathered in Washington D.C. to discuss how we can meet the needs of the Department of Defense in the future.  It was great to see so many key organizations represented and to see that many CEO’s and owners attended personally.  If there is to be a single word that must define 2010, it will be collaboration.  The IPC Technology Interchange in Washington was a great step toward that end.  I will discuss collaboration in greater depth shortly.

Customers
Throughout the year I sensed a continual increase in both the loyalty and price consciousness of our customers.  It was great to see the loyalty exhibited by many of our best customers, while it was tough to see quotes lost on price: even a few dollars.  Budget cuts have made it hard for everyone, and it is understandable in most cases why these occurred.

Although the following recommendation is applicable to every year within a business, I feel 2010 demands an even greater attempt.  It is clear that better communication and collaboration could and should occur between customers and the design, fabrication and assembly providers.  My hope is to personally continue to search out ways we can better serve our customers  (based on what they say, not what we assume).  This is crucial; especially for the small domestic board shops and assemblers.

Praises and Hopes
I have seen several people step up and push the envelope this year.  Some have exhibited customer service above and beyond expectations, some have embarked on innovative marketing and sales endeavors, and several faces have gained recognition as they position themselves as experts within their niche.  Below are some of the ways that they have accomplished these things.

Online Resources
Those who have met me this year most likely know about my passion for seeing the industry catch up with the rest of the private sector in regards to leveraging the tools and resources available online.  There is much to be done, but I am pleased with the small steps taken this year.  The year 2009 exhibited an increased number of companies transitioning to online marketing and advertising.  Several new columnists have appeared for various media organizations and the concept of blogging is beginning to make sense to some.

I continually experience excitement over our endeavors to develop an industry blog, yet see little follow through.  Although much of that may be due to the quality of my efforts, I do hope to see increased support and contribution in the coming year for HotPCB and my colleagues who are pouring their energies into online media.

I was given the opportunity to speak at UP Media’s PCB Atlanta in October on the subject of how the PCB industry can effectively leverage the various Web 2.0 tools currently available.  Those in attendance seemed to find it helpful, and it was a great first step.  I challenge both individuals and organizations to sit down and evaluate how they can implement these tools into their various marketing and sales strategies.

Federal Programs
This year’s Federal Matchmaking event in Tarrytown, NY was extremely well attended.  I highly admire the SBLO’s and various individuals who spend their time making sure that small-business allocated opportunities are distributed.

The PTAC officers and employees really stepped up and it was very apparent how much they desire to foster commerce between small/disadvantaged businesses and the government.

Education
There is a huge need for education within the industry.  And yet, providing resources to seasoned veteran is far from enough.  Unfortunately, the industry is graying, and there is no clear next generation.  Some have recognized the massive vacuum that is forming and are investigating the feasibility of teaching electronics at the high-school level.  This is a movement still in its infancy and needs a lot of support, guidance, materials, and commitment.  That is where collaboration will truly show its worth.

Collaboration
As promised, I want to briefly touch on collaboration once again.  It has been said that when everyone is responsible, no one is responsible.  I saw a lot of great concepts discussed at the Technology Interchange.  There has been a lot of hard work on the part of various individuals.  We as an industry need to be very careful that we don’t simply sit back and applaud their work.  A concerted effort should be made by all.

Change is a slow process.  But it is even slower when there are only a few players.  My hope is that 2010 will be a year marked with collaboration, unity, and change.  We have all seen glimpses of where things could go.  And although it is unlikely that things will ever look like they did twenty years ago, I find it highly likely that this industry will take huge leaps forward in the next twelve months.

In ending, I am very thankful for where I am, and where we are.  Great hopes drive my endeavors and will continue to shape my efforts.  Where do you see yourself making a difference?  What unique skills can you bring to the table?  How can we come together to overcome the various challenges that are facing our industry?

2010, here we come.

Below is the media portion of my presentation.  It gives a very general outline of the topics I covered and the order.  If you are interested in learning more about the specifics of the presentation, or are interested in discussing how social media and web 2.0 technology might benefit you or your company, please do not hesitate to get in touch with me.  My contact information is found in the Author Bio’s and Tweets section.

Enjoy!

I have been blessed with the opportunity to speak during the afternoon sessions at PCB Atlanta on October 22.  UP Media has always been very kind to us and have now provided me with this opportunity.

The seminar I will be teaching will be on the topic of marketing yourself using the social media and online tools that are currently available online.  Below is the abstract I submitted when I approached them with the idea.

Are you trying to find a way to stand out among the crowd?  The field of marketing and advertising continues to rapidly change as more and more attention shifts toward Social Media and Online marketing techniques.  A new generation of decision makers and customers who have grown up with these tools is close at hand.  In order to remain current and successful, it is crucial that you have, at the least, a basic understanding of the tools being used.

The Online and Social Media Marketing workshop will give an overview of various online tools and services currently available to help you market yourself and drive business.  You will learn how and where to network with potential customers and ways to develop a strong presence on the web.  Whether you are a novice user, or consider yourself proficient, this workshop is designed to help you develop a comprehensive personal online marketing plan.  Topics covered will include: how to take full advantage of the top social networking sites, making sure you can be found easily online, and creating a pull-marketing campaign.

Do you plan on attending the show?  If you haven’t thought about it, you should.  I do believe that it will be very beneficial to you.  I won’t be as forward as to recommend that you attend the session I will be leading, however, it should be a good time.

If you’re going and you plan on attending this, please feel free to get in touch with me or to comment below with questions you have.  I want to make sure that I address the questions and needs of the people who attend.  Getting your feedback and a feel for your questions beforehand will help me to prepare and provide a more comprehensive and applicable presentation.

With so many years in the business, and with countless hours on the road and in sales meetings, Marissa has been in a wide variety of situations, and has plenty of stories.  Many are humorous and almost all of them have a lesson within.  Marissa has decided to share these short stories in audio format for people to listen to and learn from.  We hope to host her short audio clips regularly.  Feel free to list questions you may have for Marissa in the comments section for this article, or look through her website and contact her directly.

We have all experienced that moment where we open our email again even though we just minimized it and there was nothing new.  Or we have refreshed our facebook/twitter to see if anything new has popped up.  Or we’ve closed a browser and out of habit opened it up again even though there is no need.  Or you end up staring aimlessly at your monitor wondering “what can I do?”

You have become a twiddler – metaphorically twiddling your thumbs.

This is particularly dangerous for people who spend all day working at their computer.  It is even more of a temptation when you are able to validate it under the claim that you’re “managing the social media marketing campaign.”

However, there are many effective and fun ways to resist and to maintain productivity.  I hope to open the discussion on ways to not only battle idleness and the trap of twiddlerdom, but also how to make the time you spend truthfully “managing the social media marketing campaign” (because for many of us, that is our job description) much more effective.

Develop a Routine
Set up a game plan, an outline of what tasks are involved daily within your campaign.  Chris Brogan has put together a great list of ways to develop your presence on the web.   These are things that should most definitely be included on your list.

Don’t be a spectator
Although there is a time to browse, if that is all you do, then you are invisible.  Following Chris’ list will help you break out of this.  However, if you find yourself just reading other people’s tweets and updates, take the extra step and reply or comment.  A one sentence comment takes little time, but opens doors.

Take a Walk, Bring a Pen
Rather than stare at your screen and try to think of what to do next, turn around.  Creativity and Ideas are fostered when our surroundings change.  I turn often to a large blank piece of paper that I tape to my desk each week.  It’s my brainstorm space, away from my screen.  Go grab a glass of water.  Go tell your boss something nice – kill two birds with one stone.  Bring a pen – it’s been there for thousands of years as the creative thinker’s best companion.

Throw Randomness into the Mix
Sometimes to spark the creative region of my brain, I will create or find random things.  For example:  Sometimes I scribble on a piece of paper with my eyes closed and then look at it from different angles.  You see different things and your mind goes off.  I used a random word generator with the settings on somewhat uncommon words and it led to this article – “twiddler” came up.

Act on Your Instincts
If you have a thought to do something, do it.  Putting things off is dangerous.  Take a few minutes to do something to push your idea forward, even if it’s just writing it down on the brainstorm page.  Don’t just sit there! You hate to forget your creative thoughts, just as I have forgotten the idea I had about how to end this article.

Photo Taken From Capinor.com - Click to Go to their Website

But would Sex Appeal increase Circuit Board sales??  There are a variety of angles (or curves) that you have to consider.  I welcome you to join the debate in the comments section of this article.  We’re very interested in what  you have to say.

One of the most significant goals of Advertising is to increase brand recognition.  You hope that when a consumer hears your name, they know your product, or that when they see/need your product, they think of you.  Web Hosting – GoDaddy.  Why do I know GoDaddy so well?  I watched the Superbowl.  Oh, and there’s the GoDaddy girl.

The sex appeal of various advertisements however, do not necessarily relate to the product being promoted.  In my research on this topic, I have run across a ton of ads that sex appeal seems so out of place.  Vacuums, Toilet Paper, Web-Hosting, the Nissan Pathfinder.

I think the key is to know your market.  Your Target Market is more of an indication of whether you should air a risque ad.  Scott Allen from About.com writes in his article Sex Sells? Oh Really? that “One thing’s for sure — to include sexuality in your advertising will almost certainly alienate some of your audience, but done well, may be more memorable and effective. Don’t be afraid to polarize your audience, though. It’s far better to be loved by some and hated by others than to be forgotten by everyone.”  But what percentage of our Customer Base would we cause to hate us?

I would personally want to be aware of the fine line between Attraction and Association.  You want to attract a potential customer to your Ad/Product, but you may not necessarily want them to associate your products/brand with something racy, crude, irrelevant, provocative, etc.  This ties in closely with Brand Recognition.  What are you known for?  What do people think of when they think of you?  Do they think of professionalism and prestige as one might when they think of Goldman-Sachs?  Do they think cutting edge/contemporary like Sharper Image?

My opinion is that that since the Circuit Board industry is very B2B oriented, as well as government and big business focused, sexy won’t sell.  In a large consumer market, the odds and tastes are in your favor, but trying to secure a deal for 2000 Mil-Spec Circuit Boards with the Chief Purchasing Officer for a Prime Contractor by flashing some skin will only hurt.

What are your thoughts?

HotPCB is being represented at the Cirexx Booth (2246) at IMS 2009.  Be sure to stop by!  We would love to meet with you and explore content creation partnerships, meet designers who wish to be featured, and learn more about what’s going on in the industry.

Liam’s Cell: (413) 824-1987

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