In the run-run to its 2018 Cool and Hot Vendor Forum on October 18 in Orlando, Florida, the Gartner Observatory is developing case studies to spotlight the most impactful, innovating and intriguing firms we have spoken to, out of hundreds of Cool Vendor designation holders who have taken part in our research. In this case study, our communications director Suwen Chen outline the process for winning the designation, and what the outcomes were.

1. COOL VENDOR IN
SEMICONDUCTORS, 2013
THEIRDIFFERENCETO
OTHERCOMPANIES
Unlike many other companies, they try not to self-promote
because they think the customers don't care about which
award they'd won, but about the products.
"When our customers use our sensors then that's it. They
usually don't move away from us. We are a very good
solution."
USINGTHECV
The Marketing Department used the Cool Vendor Logo a
few times, but the couldn't see any advantages or a
noticeable difference.
INTERNALMORALE
The CV didn't really help to raise the morale of the team
with the exception of the Marketing Department,
"because they kind of accomplish something".
AWARDSINGENERAL
As an independent third party, the Gartner Observatory
team could help to figure out which award would be
worth getting, because Neurosky gets nominated very
often, but this means a lot of paperwork. It would be
good for them to know which of them has the best return
on investment in terms of time and money.
For example, last years they didn't go for any award
because they were too busy. They won a few other
awards but non of them is noticeable.
ANALYST RELATIONSHIP
Neurosky never approached analysts proactively, but they
have been contacted by them. They don't really have
long-term relationships with analysts.
WINNINGTHECV
Neurosky doesn't know if it affected their growth or not,
because it is hard to measure and other media are
definitely more prominent than the CV. Nevertheless, it
helped them to get invited to conferences and forums.
MORE DETAILS ON COOL VENDOR FORUM 2018:
HTTP://WWW.GARTNEROBSERVATORY.ORG/
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Return
On
Investment