Gaining Traction In The Marketplace
Oil & Gas Marketing
Brief
Petroleum Experts are one of the world’s leading engineering-software companies. The company has a range of products which help oil and gas production companies maximise their production outputs. The award-winning DOF Suite (Digital Oil Field) solution was one of their most successful products.
Despite the commercial and critical success of their products, Petex believed there was so much more they could do to market the DOF Suite, to increase its reach and appeal in the marketplace.
Results
Our team worked very closely with Petroleum Experts for over a year. The results of this were…
– Accelerating buying decisions with complex multi-stakeholder sales.
– Quickening more general sales/buying decisions from prospects.
– Strengthening Petex’s own understanding of their software solutions.
– Improving the perceived value of the Petex solution in the marketplace.
– Increasing the number of ‘new’ product enquiries.
– Creating a marketing/creative solution which has endured for well over a decade.
Services Used
Brand/Marketing Strategy | Strategic Communications | Competitive Advantage Mapping | Campaigns | Traditional Advertising | Graphic Design | Copywriting | Design for Print
How This Was Achieved…
We did everything we could to help Petex gain traction in the marketplace, across as wide a variety of stakeholder and decision-maker as possible. The highlights of this approach were as follows…
Universally-Understandable Visual (Telescope)
Creating a scalable visual and complimentary message which could be easily and universally understood by executives and engineers alike, finance people and most importantly by those in a decision-making role was absolutely key to the success of this project.
The main visual showcased an oil field with the 5 lenses of a telescope directed towards the oil-well. The 5 lenses on the visual have been designed to reflect the 5 layers of Petex’s Digital Oil Field with each one giving the viewer ‘a clearer view’ of the commercial potential of their digital oil-field asset.
“The team at THE LOFT created an image that visually captured the remit we set — our business, our industry sector and a technology message — in a visually attractive way. Their team spent quality time with us to understand the spirit of what we wanted to be captured and then, through several iterations, came up with the final images which we are very satisfied with. These images are used in publications, product brochures and on our website”
James Woodrow, Petroleum Experts Limited
Repurposing The Image for Different Customers
The main visual/advertisement was re-purposed for ‘on-shore’ drilling alongside the original ‘off-shore’ ad. The other notable update to this ad was the inclusion of a female engineer.
Dialling-In ‘Flexibility’
Such was the strength of the underlying image created – it was re-purposed generously over a wide range of marketing communications – as a traditional advertisement in specific journals, as the main display at tradeshow stands, as the main hero visual on the company website/social media channels and even as a special paperweight used to celebrate Petex’s 25th birthday and in a number of other ways.
Taking The Brand Forward
We even explored the idea of creating a special scale model that could be used to better accentuate the message for Petex at tradeshows, etc.
Other Brand Ideas
We also explored a number of other ideas, as part of our work with Petex, showcasing the company’s belief in a more integrated approach. Here we have a multi-part jigsaw showing how important that it was that all parts of the oil field fit together with each other.
Empowering Petex’s Engineering & Development Teams
Petex were able to improve the individual and group sales performances as a result of more empowered, knowledgeable and capable engineering and development teams.
We spent many hours working closely with Petex teams to ensure they understood and had bought into concepts.
The results of one part of this ‘research’ can be seen – although a clear and definitive concept (telescope-inspired) was selected – there were 6 outstandingly imaginative concepts created.