Petex: Engineering Software Marketing Case-Study

 

 

Intro

Petroleum Experts are one of the world’s leading engineering-software companies. The organisation helps oil & gas companies, across the globe, optimise their operations and maximise production output.

Despite their success, the leadership team at Petex knew there was so much more they could do to market their products. There were still many in the sector unfamiliar with their solutions, some who didn’t quite understand their value and the buying process, itself, could be arduous at times.

We were asked to create a new series of communications for Petroleum Expert’s award-winning ‘Digital Oil Field’ (DOF Suite,) to help the organisation gain traction in a competitive marketplace.

 

Solution

We were excited to be the first agency to work with Petroleum Experts since the company was founded in 1989.

The main idea behind our work was to create communications that could be ‘universally understood by all.’ This would include engineers, project managers, financial/procurement staff and corporate executives.

We achieved this by…

– Creating a beautiful ‘telescope-inspired’ visual with 5 detailed lenses depicting the 5 layers of the software.

– Producing corresponding versions tailored to off/on-shore producers.

– Re-purposing marketing materials to reach as wide a range of people as possible.

Throughout the process, we also…

– Helped PETEX’s staff, new-starts in particular, create solutions to better sell the product.

– Mapped out several new versions of the final visual that the organisation could use in the future.

 

Results

Our engineering software marketing work with PETEX was a tremendous success, helping the organisation to…

– Raise the profile of both their product & brand globally.

– Accelerate purchasing sign-offs amongst key decision makers.

– Increase overall sales of ‘The Digital Oil Field.’

– Empower Petex’s own staff to better communicate the software’s value.

 

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Project Images & Testimonials

 
 

Petex-Software-Advert-Hero-Image

The visual created for Petroleum Experts was designed to be intriguing enough for lots of people to understand and want to find out more. We created a visual with a person looking at their off-shore oilfield through the lenses of a telescope. The 5 lenses give a ‘clearer view’ to the person assessing the potential commercial value of the oil field. The versatility of the image meant that it could be used in a number of different ways.


 
 
 
 

Petex-Software-Advert-Desert-and-Off-Shore-Versions

We created corresponding versions for both on-shore oil field exploration as well as off-shore oil field exploration. Effective engineering marketing can be as much about positioning and placement alongside the quality of final communications. The adverts were used in a number of different ways – they were used in the shopping malls, airports and train stations of ‘oil and gas’ cities such as Aberdeen and Houston. They were used in a variety of trade journals and also as part of Petroleum Experts presentation at trade-shows such as ADIPEC.

 
 
 
 

The main visuals have also been repurposed for digital – as seen here on the Petroleum Experts website, they also are used as covers on Petroleum Experts social media pages.

 
 
 
 

The visual was so flexible it was also handily used as part of other communications that the engineering/development/leadership teams of Petroleum Experts could use throughout the business development process. It was a fantastic ‘one-pager’ that could be used to quickly explain what the software does.

 
 
 
 

The visual was even re-purposed into a mini-glass statue and given to delegates of Petex’s 25th birthday as a company.

 
 
 
 

The 5 lenses represent the 5 different layers of the Petroleum Experts Digital Oil Field Software. We carefully scribed individual graphics from each layer onto the lenses which made their way onto the final visual.

 
 
 
 

There was an epic level of exploration carried out in this project with THE LOFT’s creative team testing an exceptionally wide number of ideas – each imaginatively showcasing what the software does and different messages communicated in different ways.

They included…
– Rationalising Your Oil Field Asset.
– Optimising The Commercial Potential of Your Oil Field.
– Providing you with a heightened level of awareness.
– Maximising The Commercial Potential of Your Oil Field.

These were sketched out using traditional pencils, the removal of colour was useful in ensuring that the client could evaluate each design and message on its own merit.


 
 
 
 

THE LOFT creative team carried out an extraordinary level of development work using traditonal sketches to refine the final visual while. Once again, traditional sketches were used to allow the PETEX team to better evaluate designs based on the quality/accuracy of ideas.

 
 
 
 

Initial sketches were very conceptual – with the examples here showing showcasing the wild idea of a flower blossoming with an oil-field inset.

 
 
 
 

The research phase for the PETEX project was vast, we assessed literally hundreds of mood-board images to ensure that we found the right image to base our designs. We looked at sextants, radar images, lenses and so much more before opting for the final telescope idea.

 
 
 
 

We used sketches to forecast a vision of how the visual could be expanded into three dimensions. We believed that the 5 lenses and oil-field produced in 3D CAD and presented at a trade-fare such as ADIPEC would be an incredibly effective tool for PETEX to promote the Digital Oil Field.

 
 
 
 

We carried out further exploratory work for PETEX on other projects – they were looking for ways to communicate the value of their ‘integrated solution.’ Our creative idea to get this across to others was to create a simple jigsaw which could be assembled in a number of places – the reception area/visiting spaces of PETEX’s offices, as a piece of direct mail or once again even at trade shows.

 
 
 
 

The idea of an integrated solution was carried forward to a brochure which could be assembled/dis-assembled by a user, but once again showcasing how each layer required the other to function in the correct way.

 
 
 
 

Ready to Transform Your Engineering Software Marketing Strategy?

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