click here to go to Brooks Automation web site Brooks Automation,
a promoting example,
semiconductor robots,
http://www.Brooks.com

 

M/E
Ratio		 Results, repositioning for dynamic growth

1.1

'89-90
Financial - Bought for $2.1 million in 1989. 1995 IPO, worth $400 million!
Promotion - 3 trade magazine covers
Positioning - Repositioned for dynamic growth.
Sales - < $4 million, and stagnant with losses, pre-1989. > $90 million in 1996
Engineering - Marketing provided customer - oriented direction to engineering.

 

Processes employed:

Budget for marketing. A new President, Bob Therrien, raised Brooks’ M/E Ratio to 1.1, investing heavily in marketing.
Invest in marketing up front. "Quantifying benefits" determined the three benefits that customers would spend most to receive.
Brooks translated the "benefits delivered" into graphical icons:

 

rank /
customer need		 graphical communication of customer need description
1

Cleanliness		 Semiconductor devices are being made with ever smaller geometry. Smaller particles now cause defects. Particles drop in a vacuum, keeping the wafer clean.
2

Reliability		 Production demands reliability.
3

Vacuum
transfer		 Transferring wafers in air, between process steps, grows an oxide layer precluding certain new processes. Customers need a robot (you cannot use your hand in a vacuum) to transfer wafers without breaking vacuum.

 

Brooks Automation uses their WEB site, http://www.Brooks.com for:

Product support and field service, providing technical documentation.
Potential investors, delivering financial information

 

promoting process speaker
positioning, eleven steps to (marketing) heaven guide the promotion motion Ralph E. Grabowski, marketingVP, http://marketingvp.com
graphical communication of benefits delivered Julie Townsend, Barrett Communications, http://www.barrett.com
Public Relations (P/R) Roger Bridgeman, Bridgeman Communications
targeting the message to customers Thor Johnson, Juno Online Services, http://www.juno.com
direct Web access to your market Peter Zaballos, FTP Software, http://www.ftp.com
access your market through trade groups and trade press Ian Richmond, Nets Inc., http://www.industry.net

 

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