Semiconductor Pocket Guide is successful business and marketing tool

12/20/1999 12:00 AM

Pat Wallace of the Texas Engineering Extension Service had exhibit space reserved at SemiconWest, one of the largest semiconductor industry trade shows in the country. But he had a problem. He needed something to attract visitors to the booth, something that would keep the TEEX name in front of them.

He had an idea of developing some kind of job aid—something that people would keep and use, something that would remind them of TEEX. His idea led to a highly successful job aid and marketing tool—the Semiconductor Pocket Guide.

“I wanted something to give away at the booth that people would keep and something that would advertise our courses and explain who TEEX was,” said Wallace, Electronics Training Program manager in the Technology and Economic Development Division.

The nifty handbook that he gave away in exchange for a business card at both SemiconWest in San Francisco and Semicon Southwest in Austin netted him more than 1,840 business cards. Not only that, the free copies have also led to sales of more than 1,000 pocket guides.

Wallace said the handbook includes highlights from a series of one-day semiconductor courses developed by Electronics Training Program instructors. The booklet provides information about the various processing steps used in the manufacture of semiconductors and includes a purpose paragraph for each process. It also includes information about TEEX programs and the TEEX website, as well as an order form.

Richard Day provided the acronym section and Dr. Greg Spencer served as the technical editor. Sharon McCord and Gay Pridgeon of Communications assisted with additional editing and design, while the Communications Print Shop printed the booklet. The handbook, which is described as “easy to read,” has been acclaimed by personnel in the semiconductor industry and is marketed through TEEX and at least one on-line bookstore.

Starting with an initial printing of 2,000 pocket guides, Wallace said he has now printed about 6,000 total and is still getting orders for them. He said that he has more than recovered his printing costs through the sales the book has generated.

“We tried to keep the costs down so companies would buy them and give them to their employees or distribute them to their own customers,” Wallace added.

At least one company is doing just that. Millipore Microelectronics Gas Processing Division in Allen, Texas, has purchased 300 copies to distribute to customers as well as employees.

“We have found the Semiconductor Pocket Guide produced by TEEX to be a very useful reference tool," said marketing communications manager Sherri Weeks. "Sales, marketing and manufacturing alike found it helpful in clarifying what is considered ‘standard’ terminology in the semiconductor industry. The guide will definitely be included with our training material for ‘new’ hires in sales and marketing.”

“Just the fact that people are buying them shows that it’s a good marketing tool,” Wallace said. “It’s getting TEEX name recognition and has attracted a lot of attention.

Wallace said the project has been fun, adding, “But now I have to come up with something new for the next round of trade shows!”


Contact Information

Kathy Fraser

Director of Marketing and Communications

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