Flex and Rigid Sales and Marketing with Al Wasserzug


Reading time ( words)

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

Print


Suggested Items

January 2019 Issue of Design007 Magazine Available Now

01/15/2019 | I-Connect007
The component shortage is getting crazy. Some PCB designers are finding their favorite capacitors on 50-week and 80-week lead times, or worse. How do you design a board today when the components you need won’t be available for a year or more? In the January 2019 issue of Design007 Magazine, we asked our expert contributors to explain the current component shortage, as well as some of the workarounds that can help you get your next design out the door sooner rather than later.

A Fractal Conversation with Jim Howard and Greg Lucas

01/15/2019 | Barry Matties and Andy Shaughnessy, I-Connect007
Veteran PCB technologists Jim Howard and Greg Lucas have made an interesting discovery: Certain shapes of copper planes make a PCB run more efficiently than other shapes, a process they dubbed fractal design. It doesn’t appear to cost a penny more, and testing suggests that fractal design techniques could eliminate edge noise. Barry Matties and Andy Shaughnessy asked Jim and Greg to discuss the fractal design process, and the advantages of using this technique.

Rainer Beerhalter Discusses His AltiumLive Munich Presentation

01/11/2019 | Andy Shaughnessy, Design007 Magazine
Rainer Beerhalter is a physicist, and according to his design bureau’s website, “founder, owner, and mastermind” of B GMBH. Rainer attended the first AltiumLive in Munich in 2017, and he’s returning to this year’s event in Munich January 15–17. I asked him to tell us about the class he’ll be teaching in Munich, and why he decided to come back for the sophomore AltiumLive show.



Copyright © 2019 I-Connect007. All rights reserved.