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 [...]
AMA Healthcare SIG: Stepping outside the box to market creatively
This morning’s AMA-Houston Healthcare Special Interest Group event, “Outside the Box: Creative Healthcare Marketing,” provided a great opportunity to hear how other marketers think imaginatively. Three marketing experts shared specific case studies from the three very different perspectives.
Experience Management Pays Big Dividends
BusinessWeek highlights Providence Regional Medical Center as an exemplar of cost cutting while implementing quality assurance measures. Most interesting about the case study is that Providence adheres to some principles of patient experience management by addressing patients functional AND emotional needs. All this while improving perceived quality, internal alignment, and reducing costs. Some examples highlighted [...]
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 [...]
AMA Energy SIG: Metrics Can Connect Marketing with Energy C-Suite
The recurring theme throughout the presentations to energy industry marketers was “Focus on metrics to facilitate communications between the marketing department and the C-suite.” Now, is this really news to any of us? Probably not so much anymore. We’ve been hearing this quite a bit in the last few years. And now with the technology in place, marketing professionals finally can access tools to measure the success of our marketing programs and initiatives.
The real moment of enlightenment at the event, however, came when all four panelists during their individual presentation shared tips on how to go about providing these metrics and best practices that will help facilitate communication with the C-suite:
The Neglected Strategic Marketing Question
After going through several strategic marketing plans recently, it became clear that the hardest question to answer is also the most frequently overlooked. Strategic marketing planning often begins with a rigorous review of capabilities, market trends, and perhaps even market share data. But while the best segmentation scheme can enable incremental and/or accidental growth, it’s most [...]
Health Reform Provides Opportunities for Marketers
I presented our insights and prescriptions regarding marketing in the era of health reform at the AAMC annual conference Saturday. Much to my excitement, Gelb’s benchmarking study, with responses from over 60 of the nation’s academic medical centers, was of great interest to participants. My co-presenter, John Cragin, provided meaningful insights regarding the changes in universal health [...]
Trust at the Center of Brand Performance
Business Week notes that “trust” is evermore important in the current global financial crisis. We couldn’t agree more and have been measuring brand trust for the global oilfield for several years. Gelb’s model is based on a combination of value, difference, and experience, which are all drivers of trust. We are excited at the energy [...]
AMA Energy SIG Bridges the Gap
I had the pleasure of moderating a panel of seasoned marketers this morning at the AMA Energy SIG event. Aside from my shameless plug of World Oil’s Women’s Global Leadership Forum in Energy and Technology (www.wglnetwork.com), the event provided great insights for engineers and marketers alike. Graham Makin, Director of Technical Marketing at Weatherford, led off [...]
All About Expectations
Health care is often compared to hospitality, so I paid particular attention to my recent hotel stay at the Ritz Carlton in Philadelphia.