Sandwork Design, Inc. Case Study

Marketing Challenge:

Sandwork Design, Inc. develops vendor-neutral analog and mixed-signal analysis, verification and debugging) solutions, including transistor-level debugging and waveform analysis software for complex mixed-signal semiconductors and SoCs. An active member of the electronics industry since 2001, the company had always managed its attendance at the major conference for electronic design automation, the Design Automation Conference (DAC), although the time commitment was becoming more and more onerous as regular business commitments increased. In 2006, after struggling with undelivered graphics on the eve of the show and having an incomplete booth on the floor on the day of the show, they decided to use Cayenne to manage their participation at DAC in 2007.

The Cayenne Method:

Beginning work at DAC 2006, Cayenne helped Sandwork select a site for their booth and suite at the 2007 conference. Over the course of the next year, Cayenne:

• Developed show objectives and messages with the management team.
• Developed an overall schedule to successfully manage the development of a new booth and suite, and managed all contractors to the schedule.
• Drafted a show budget for approval.
• Supported development of show graphics from planning to implementation on the show floor.
• Helped Sandwork develop a pre-show e-mail message to line up meetings at the conference.
• Developed and executed a pre-show public relations plan that included publication of an opinion piece, three press release, and on-line advertising to promote Sandwork’s presence at DAC.
• Worked with Sandwork on pre-DAC content for the company website.
• Managed all tactical execution of the booth and suite, including all service orders, housing reservations for company attendees, meeting deadlines, suite layout, labor, setup, tear down, and show services.
• Managed on-site lead retrieval and post-show paperwork and invoicing.

Results:

For DAC 2007, Sandwork

• Was able to concentrate on getting qualified leads to the show suite during DAC rather than dealing with day-to-day conference issues.
• Walked into a turnkey booth and suite, with all labor done and graphics installed, on the eve of the conference.
• Pre-scheduled 8% more meetings with qualified leads in Sand Diego than previous year in San Francisco.
• Gathered 12% more on-show leads in San Diego than previous year in San Francisco.

Testimonial:

“Cayenne managed every aspect of our attendance at DAC, saving us an enormous amount of time and aggravation as well as allowing us to focus on customers and prospects.”

-- Wu-Yi Chin, Vice-president of Operations, Sandwork Design, Inc.