The Journey to Develop a Master Brand
Last week the Business Marketers Association (BMA) – Houston Chapter luncheon treated members and non-members to “7+1+6=1 Strategic Market Plans and the Power of One Master Brand” featuring Robin Swanger, Director – Global Branding and Communications from Baker Hughes. Swanger spoke about the oil and gas industry giant’s journey to develop a master brand. To [...]
OTC:Audience shows us where we are going
By Steve Matthews This week, Houston will experience its biggest annual influx of visitors, with over 75,000 people expected to attend the 2011 Offshore Technology Conference. OTC starts today, and attendance and spending are always good gauges of the health of the industry. This week is set to be a record-breaker. Three days of dazzling [...]
Merger Success Begins with a “Wedding Planner”
With the recent uptick in oilfield mergers and acquisitions, many organizational and marketing issues have surfaced. There’s so much excitement around the “wedding” – finances, working the deal, anticipating all of the great things that will come from the union. Merging organizations need to harness this excitement and ensure there’s a long-term game plan. The [...]
Seismic Shift: Are Geologists at the forefront of the Big Crew Change?
By Steve Matthews Walking the aisles of the exhibition hall at this week’s American Association of Petroleum Geologists (AAPG) Annual Convention in Houston, I was struck by a couple of things about the attendees: considering the buoyant state of the industry, attendance in the hall seemed fairly light, and second: for a geologists’ show, not [...]
Best Practices from Successful B2B Launches
Understanding your target market is a critical stepping stone towards successfully meeting their needs. The Energy Marketing seminar hosted by AMA Houston on January 21st, reinforced this and other pertinent lessons about launching a new product or service. Here’s a selection of thoughts from the discussion I found interesting: • Seek out the “nay sayers” – not [...]
Women and their roles in the Energy Industry: A Survey.
Last week, we joined over 600 women at the Women’s Global Leadership Conference in Energy and Technology here in Houston, Texas. The Houston Chronicle printed that this is “one of the largest energy conferences in the world dedicated to exploring women’s role in the male-dominated industry” Not only did female executives speak on topics titled [...]
BP Woes Overlook Key Constituency: Employees
Recent coverage regarding BP’s brand and the proclaimed failure of “Beyond Petroleum” overlooks one key audience: BP employees. Not only is retention of franchisees important, but the upstream engineers are now faced with the daunting task of defending their employer with business partners, friends and other publics. There’s no doubt the story is simplified through [...]
2010 Gulf Research Brand Studies Underway
Marking almost 10 years of providing high quality brand equity measurement to oilfield product and service companies, the 2010 Gulf Research series is beginning production. Our syndicated products continue to be the standard for monitoring and improving brand performance. With the added functionality of our brand dashboard and advanced statistical analysis, companies can develop regional reports [...]
Make the Most of Your 15 Minutes
Gelb has been exploring trends in oilfield service companies’ effectiveness in generating calls-to-action via trade shows since 2004. Gulf Research, our joint venture with Gulf Publishing Company, captures the important information from industry decision makers to help companies get better returns on trade show marketing investments. Read more about how you can make the most [...]
Schlumberger Acquisition of Smith Raises Brand Management Issues
In what will likely be one of the largest corporate transactions in the oilfield, Schlumberger announced yesterday that it would acquire Smith International (see World Oil) in a stock deal valued at $10.6 billion (according to www.thestreet.com). While Wall Street was lukewarm about the premium paid for Smith, there are some brand management issues in [...]