The semiconductor industry is in an interesting position – on one side, the demand is there for it to become a $1T industry sometime in the next 7-10 years. But headwinds – including a current downturn, has many companies putting the brakes on spending. In this episode, Françoise von Trapp talks with Joe Cestari and Martijn Pierik, of Kiterocket, about why companies should think twice about cutting their marketing budget and what they can do to move up in a downturn.  You’ll learn about the cyclic nature of the semiconductor industry and the general philosophy behind why companies cut their budgets when facing a lull in revenue. You’ll also learn why that’s not necessarily the best business decision, and how investing in the health of your brand is critical to position your company for growth.  If you don’t have a choice and your marketing budget is cut, Pierik and Cestari offer tips on how best to approach prioritizing your marketing and communications activities.  Lastly, you’ll learn about Kiterocket’s PR-forward approach to marketing communications, and what sets the agency apart from others serving the semiconductor and microelectronics industries.  To learn more, visit www.kiterocket.com Find Our Guests on LinkedIn   Martijn Pierik, Founder and Chair, Kiterocket Joe Cestari, Executive Director, Kiterocket Coming up Next.... Join us next week for a preview of the International Microelectronics and Packaging Society International Symposium. I’ll be speaking with Erica Folk, incoming IMAPS president, and members of the committee about what you can expect from this year’s event that takes place October 2nd to 5th in San Diego, CA. Kiterocket A global strategic marketing agency serving the semiconductor and sustainability industries.Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.Support the showBecome a sustaining member! Like what you hear? Follow us on LinkedIn and Twitter Interested in reaching a qualified audience of microelectronics industry decision-makers? Invest in host-read advertisements, and promote your company in upcoming episodes. Contact Françoise von Trapp to learn more. Interested in becoming a sponsor of the 3D InCites Podcast? Check out our 2023 Media Kit. Learn more about the 3D InCites Community and how you can become more involved.