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Tuesday, April 22, 2008

SMECS- Sales and Marketing Executive Council

I had the honor of going before the Sales and Marketing Executive Committee (SMECS) last week and presenting our plans and programs for SEMICON West. SMECS is a special interest group of SEMI that represents sales and marketing leaders in North America. They organize our highly successful Silicon Valley Lunch Forums and have been the source for many SEMI policies and programs such as the Strategic Business Conference, the TIS Award and the Bob Graham Award for marketing excellence in the industry.

SMECS is comprised of a fascinating collection of industry veterans and new executives. Some of their members were intimately involved in the birth of the industry and have had ringside seat at every major milestone for the past 20 years. Other members are newer to the industry and looking to make their own mark on the business. Together, they possess a wide spectrum of expectations for what an association and an event should be doing to advance their interests. As a sales and marketing group, they have strong interests and strong opinions on SEMICON West. I was looking forward to the meeting because I am proud of how we manage the show and wanted to give them some insights into the level of effort and the degree of sophistication we take in executing the event. I also urgently need to take advantage of the knowledge, contacts and experience they can provide to help make West a stronger show (and SEMI a better organization).

I gave them a historical overview of the show and presented key show facts on industry segments, attendee attitudes and opinions, and exhibitor satisfaction data. I told them how we are managing the show according to this data, and how we have broken the show into different segments so we can better target attendee and exhibitor needs. I think they were satisfied with our approach to show management, but it wasn’t a love fest. They are a diverse and opinionated group with strong opinions and valuable perspectives.

Among the issues that some were most concerned with was the elimination of the TIS Award (as mentioned, a SMEC developed program) and its replacement by the Best of West Award. I explained that I felt that unfortunately TIS never achieved widespread visibility, recognition and value for either exhibitors or attendees. I also explained that the objectives of TIS were perhaps not consistent with exhibitor, attendee or member priorities for a technology award program. The TIS Committee and SEMI tried, but it just never caught on. We hope that the more open Best of Award achieves greater prominence and better helps our members and attendee interests in seeing West remain the premier new product launch venue in the industry.

An important outcome of the meeting was the preliminary agreement to utilize SMECS in the planning design of SEMICON West in the critical August-September time frame (right after 07 West, when we set meaningful strategic objectives for 2008). I’m looking forward to working closer with SMECs to ensure the finest possible event for attendees and exhibitors and members.

If you are in the sales and marketing position for a SEMI member company, you can gain valuable contacts and influence over SEMI programs by joining SMECS. For additional information, contact:

SMECS Committee Membership Contact Information
Collin Luttringer, Membership Chair
P: 408 875-0603

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