30-Apr-09 9:00 AM CST

Gulf Research Releases Results of Oilfield Service Company Brand Studies

Press Release
Immediate Release

(Houston – April 30, 2009) – Gulf Research, the oilfield’s largest resource for marketing intelligence, announced the results of its 2008 brand equity studies. Drawing from a research panel of over 63,000 oilfield engineers, Gulf Research conducted brand equity evaluations of the largest global oilfield service companies for each of several technical disciplines to determine customer loyalty, ability to command price premiums and customer satisfaction. Since 2002, oilfield service companies have been using Gulf Research marketing, technology and brand studies to guide and measure their strategic efforts.

Conclusions of the studies include:

The completions services area needs a boost to build global familiarity with key brands. Companies measured included Baker Atlas (BHI), Baker Oil Tools (BHI), BJ Services (BJS), Halliburton (HAL), Schlumberger (SLB), Smith (SII) and Weatherford (WFT).
Technical experts are critical to closing sales. Gulf Research studies indicate that operating companies want to see more of the technical experts at industry events including presentations, and trade shows. They are also turning more frequently to the Web for technical information and product technical information.
Print advertising still plays a role. Gulf Research studies find that over two-thirds of oilfield professionals are spending at least five percent of their work hours reading oil and gas journals and magazines.
Industry trend in lower customer loyalty shows room for improvement in the customer experience, potential threats posted by new entrants. In both production services and well testing/formation evaluation, customers are less willing than in the past to recommend their current service provider. However, the traditional players still dominate the competitive landscape.

“Particularly given the current economic climate, focusing on the best allocation of marketing resources and customer services is paramount,” observes John McKeever, President of Gelb Consulting Group. “Gulf Research studies help marketing and technology organizations accurately assess their markets. We’ve seen changes in the ways oilfield services companies deploy marketing resources and manage their brands. We’re excited to play a role in their strategic marketing processes.”

“Gulf Research is differentiated in that our surveys query the largest database of decision makers available in the industry in order to analyze customers’ perceptions,” said Maggie Seeliger, Vice President of Strategic Business Development for Gulf Publishing Company. “This has been an important tool that service companies are using to improve their marketing and sales efforts.”

Gulf Research brand equity and marketing studies are conducted on a global basis with individuals who purchase or influence oilfield product and service decisions. To learn more or purchase these studies, visit www.gulfresearch.com.

About Gulf Research

Gulf Research, a joint venture between Gulf Publishing and Gelb Consulting Group, Inc., is the premier provider of market intelligence for the upstream and downstream oil and gas industry, offering both syndicated and custom market research studies on marketing strategy, brand equity evaluation and technical needs within the industry.

Each report is based on a global survey of oil and gas industry decisions makers and includes a full report with analysis of subscribing companies and their competitors’ results. The Gulf Research Panel, which utilizes an opt-in database of over 60,000 readers of World Oil and Hydrocarbon Processing, is jointly managed by Gelb Consulting Group and Gulf Publishing Company. For more information, visit http://www.gulfresearch.com .

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For additional information on this release, please contact:

John McKeever

1.281.759.3600 x1022

Source: Gelb Consulting Group, Inc.

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