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72 I-CONNECT007 MAGAZINE I FEBRUARY 2026 market. It pushes them to embrace creativity and risk- taking in their marketing efforts. Launching campaigns based on novel principles is often necessary, espe- cially for companies seeking to enter local markets or introduce groundbreaking products. Trying unfamiliar marketing approaches involves some risk, from financial investment to potential brand implications, but it can also deliver tangi- ble benefits with substantial rewards. Firms that successfully capture the attention of local customer bases can reinforce their market position and bolster brand loyalty. How the Government Has Assisted To transition away from reliance on Asia, the U.S. government and European nations have introduced various financial incentives that encourage onshor- ing and stimulate local industries. The U.S. CHIPS Act has earmarked billions of dollars in subsidies and tax credits specifically to bolster semiconduc- tor manufacturing. These incentives are designed to promote both the establishment of new facili- ties and the expansion of existing ones, ultimately reducing dependence on foreign supply chains. Similarly, the European Chips Act aims to attract investment in semiconductor production and R&D. These acts provide financial support and encour- age collaboration toward a robust local semi- conductor ecosystem with the goal of fostering a competitive environment tailored to meet the needs of domestic customers. Using Agile Research and Marketing Methodologies Considering the diverse applications and specifi- cations within the PCB and IC substrate sector is crucial for effectively targeting potential custom- ers. So, a thorough understanding of the unique demands of manufacturers, assemblers, and end- users can guide the development of authentic marketing messages. However, the lack of an established marketing framework for introducing these innovative techno- logical solutions means companies should rely on agile research methodologies: Customer feedback loops, market analysis, and competitive bench- marking are vital for shaping campaigns based on real-time data and insights. Next, digital platforms have revolutionized how businesses in the PCB and IC substrate sector engage with their customers. Leverage these to create content that is informative, engaging, and tailored to your audience preferences. Given the technical nature of our industry, using formats such as webinars, interactive infographics, and case studies can help demystify complex solu- tions and promote consumer engagement. Market- ing campaigns that tap into these digital strategies can uplift a company's visibility across regions and give it a competitive edge in an otherwise saturated marketplace. "Me too" products are increasingly difficult to monetize. Successfully breaking through the noise in the PCB and IC substrate market allows a company to fortify its brand identity and establish itself as a thought leader. Moreover, a brand perceived as a technol- ogy pioneer can more readily attract partners and customers that value cutting-edge solutions, thereby increasing market penetration and sales. A culture of experimentation can yield valuable lessons even from less successful endeavors, which can help you refine future strategies and enable your organization to pivot and adapt in response to market feedback. This continuous improvement ethos not only enhances your resilience but also cultivates a creative mindset essential for navigat- ing the demands of global competition. Summary The pressures of global competition within the PCB and IC substrate industry are driving companies to explore untested marketing concepts to distinguish themselves and connect with their customers. This fosters an environment ripe for creativity and inno- vation, even amid the inherent risks of launching unconventional campaigns. Financial incentives in the U.S. and Europe further bolster this push for onshoring, providing a clear pathway for securing a competitive advan- tage through localized production. As we embrace this fluid marketing landscape, the interplay of risk and reward can enable an organization to cultivate meaningful connections that drive growth in this highly dynamic field. I-CONNECT007 Richard Nichols is technical marketing director for GreenSource Engineering.