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Simon Payne, the CEO of XJTAG, has responded to my invitation to comment on their trade show strategy -- his message is reproduced in full below. Please post your comments here for the benefit of whole the community, or contact XJTAG apart from this forum via http://www.xjtag.com/company/contact.php
------August 24, 2009Subject: RE: UPDATE: please comment on XJTAG booth strategy at DAC 2009
You have asked for my commentary so I trust you will post my reply below in full.
First a big thank you to everyone who made us welcome at DAC 2009 and to the hundreds of visitors each day (who voted with their feet) by visiting the XJTAG booth. To the four winners who came up with a winning combination and opened the safe on the XJTAG booth my congratulations, if you didn't win at DAC then you can try again to "Crack the Safe" by going to www.xjtag.com and use the following code M1728.
XJTAG provides boundary scan software and hardware solutions, that saves leading companies around the world hundreds of thousands of dollars each year.
XJTAG is a small company and we have to work hard to punch above our weight. Our aims at any exhibition are two fold:
1. To get as many qualified leads as possible.
I can report that we came away from DAC with a large number of very well qualified leads.
2. To create brand awareness for XJTAG.
The aim is to make a visit to the XJTAG booth a pleasant and positive experience after all you may not be a prospective client today but I would like you to remember XJTAG because you may become a client in the future.
The XJTAG booth owes much to the hard work of the XJTAG girls who proactively greet visitors with a smile to our booth and collect hundreds of contacts each day as well as effectively filtering anyone who wants to know more about XJTAG.
Creating a booth that has broad appeal whilst keeping a tight control on costs is not easy. I would be interested to see a better formula in action, but then it is always a lot easier to criticize others than having to lift a finger to come up with a winning solution.
Come and visit XJTAG at Autotestcon booth 1235 or ESC Boston booth 916 and find out for yourself how XJTAG can save you money.
Simon PayneCEOXJTAGThe Irwin CentreScotland RoadDry DraytonCambridgeCB23 8ARUnited Kingdom------
In this industry a good product should sell on its own merits. The survey shows that the majority of responses (44.4 percent) are not in favour of XJTAG's attempt at 'broad appeal'. I know female engineers including members of WISE that have found this 'booth babe' approach offensive and detrimental to sexual equality in the workplace. I am also aware that these concerns have been voiced directly to XJTAG, apparently to no avail.
This sort of marketing might be suitable for double glazing, but I feel has no place in science and engineering.
"It is always a lot easier to criticize others than... come up with a winning solution"
You got a point there, man.