Getting Universal ‘Buy-In’

Oil and Gas Marketing & Communications

How the creation of a ’telescope-inspired’ visual gave Petex a universally understandable image in the marketplace, transforming the organisation’s marketing and communications.

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 a very competitive marketplace.

Results

Our team worked very closely with Petroleum Experts for over a year. The results of this were transformational for the organisation, they included…

– Accelerating buying decisions with complex multi-stakeholder sales.
– Quickening all sales/ buying decisions from, both, new and retained prospects.
– Strengthening Petex’s own team’s understanding of their software solutions.
– Improving the perceived value of the Petex solution in the marketplace.
– Increasing the number of ‘new’ online/offline product enquiries.
– Creating a marketing/creative solution which has endured for well over a decade.

How These Results Were Achieved?

In several ways, predominantly, with the creation of a ’telescope-inspired’ visual. This helped Petex get ‘universal buy-in’ with as wide a variety of stakeholders and decision-makers as possible. Very important for a software solution that had multiple decision-makers involved in the buying process.

Services Used

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Our Collaboration in More Detail

The highlights of our work together…

Creating a Universally Understandable Visual

Producing a visual and message which could be easily understood by everybody was key to the success of this project. This included with executives and engineers alike, finance people and most importantly by those in a decision-making role.

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. Each one gives 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.

Dialling-In ‘Flexibility’

Such was the strength of the underlying image created. It was re-purposed generously over a wide range of marketing communications. These include as a traditional advertisement in specific journals, as the main display at trade-show stands, as the main hero visual on the company website/social media channels.

It was even used as a special paperweight to celebrate Petex’s 25th birthday. And in a number of other interesting ways.

Taking The Brand Forward

We even explored the idea of creating a special scale model. This could be used to better accentuate the message for Petex at international oil and gas trade-shows, etc.

Other Brand Ideas

We also explored a number of other solutions, as part of our work with Petex. These included ways to showcase 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 the creative concepts we had created.

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 as part of the overall exercise.