Marketing Challenge: Coming From Behind

The Case of the Company That Took Their Story on the Road

Problem
Trident Microsystems, among the top players in the PC graphics accelerator chip market, was perceived to be “late-to-market” with new 3D technology devices. In fact, the company had introduced new products leapfrogging competitors’ performance. With the market full of competitive hype, few were aware of Trident’s significant product advantages, business strategy or core competencies because the company had not “come out” on 3D.

Solution
Knowing that a significantly better, well-differentiated product is big news, Trident used public relations as strategic weapon. After developing an in-depth technology and product story, Trident executed a road show first targeting top semiconductor market research analysts. Over a three-week period company execs met all top tier US and European electronics engineering trade editors. Key analysts were referenced during press briefings. Approximately 45 days later all key weekly electronics publications were interviewed and received the company’s breakthrough product story.