The quiet week gave me a chance to catch up with some reading, including Peggy Aycinena’s blog about ARM TechCon and the long list of announcements that she wrote about. I had to chuckle when she concluded that DAC lacks energy as we don’t get even close to the amount of announcements. Almost every company that participates in DAC, including those companies that don’t exhibit but that are part of the Technical Program, make some sort of news, be it by press release, company blog post or social media update.
Maybe now is a good time for a brief refresher on vendor public relations at large trade events and conferences. Most marketers know it’s best if their announcements hit before the event, which makes perfect sense as the goal is to drive traffic to their booth. And remember, at the event itself there’s far more outside your control than within it. For example, nothing kills a product announcement faster than breaking news about a merger. Have you ever been in the situation where you worked for the better part of the year on a product announcement, saving it for DAC or another major event, only to have it completely ignored due to news at the show about another acquisition from one of the big three EDA vendors? Over the years marketing teams have learned this frustrating lesson and most now announce their products in preparation for DAC, counting on good booth traffic based on in-depth editorial coverage prior to the event. If they are savvy, these same marketers then pitch technical articles and viewpoints as follow-up stories after DAC as there is always room for news after the show. Most of us technology marketers prefer this approach to being a sentence or two in a long list of announcements. I’m certain that we can bring great energy to DAC. I just measure importance and energy in a different way than Peggy does. My yardstick for DAC is: compelling content, great keynotes, awesome SKY talks and interesting panel discussions with truly different perspectives, all of which cuts across the entire electronic design ecosystem. Be assured that we are going to deliver an incredibly lively DAC in June, including lots of practical and vendor-independent content in our designer track. And by the way, the window for designer track and IP track submissions – October 23 thru January 20 – opens this week!
|Karam Chatha with (from left to right) Farrah Khan, Kathy Embler and Sharon Hu at the DAC executive committee team building event in Portland.|