IPC International Community magazine an association member publication
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70 I-CONNECT007 MAGAZINE I FEBRUARY 2026 A RT I C L E BY R I C H A R D N I C H O L S , G R E E N S O U R C E E N G I N E E R I N G Finding Your Marketing Niche in a Crowded PCB Industry I recently made a flippant comment on LinkedIn, "All marketing and no trousers," hinting that marketing campaigns often do not have a tan- gible product to market and the campaign is mar- keting a concept or a gut feeling. For PCB and IC substrate manufacturers, this poses a great risk for unsuccessful campaigns and the oppor- tunity to innovate in an increasingly com- petitive and global landscape. This compels them to rapidly adapt their strategies, particularly in market- ing, as they vie for market share amid a surge of very capable international players. I've found that in this high- stakes environment, companies often find themselves launching marketing campaigns based on untested concepts rather than established norms, motivated by an urgent need to secure a competitive edge and be first to market. This first-to-market strategy may be even more important than patenting inventions. Geopolitical Considerations The PCB and IC substrate industry is characterized by rapid technological advancements and constant innovation. Firms must navigate not just the chal- lenges posed by competitor offerings but also the complexities of global supply chains, regula- tory environments, consumer demands, and evolv- ing hot markets. Unlike in previous decades, when many companies were primarily reliant on Asian manufacturing hubs, particularly China, there has been a noticeable shift toward onshoring in the U.S. and Europe. This move has been inspired by a combination of geopolitical considerations, supply chain vulnerabilities exposed during the COVID-19 pandemic, and increasing labor costs in Asia. The Risk of a New Campaign As manufacturers explore these new local sourcing options, they often find that traditional marketing methodolo- gies may falter, necessitating fresh strate- gies that will resonate with an emerging Richard Nichols This is the first in a series of articles that will focus on GreenSource's core business: zero liquid discharge water recycling, vertical and horizontal wet processing techniques, and automated handling devices. Each article will describe how these innovations contribute to enhancing manufacturing processes while aligning with industry demands for environ- mentally responsible practices.