improving marketing return on investment

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About Gulf Research

Joint venture of Gulf Publishing and Gelb Consulting

Since 2001, annual multi-client surveys on marketingeffectiveness, brand equity, technology needs and HR issues inthe oil and gas industry (upstream and downstream)

Opt-in database of 100,000 World Oil and HydrocarbonProcessing readers used exclusively for industry surveys

Gelb Consulting uses this database for conductingproprietary marketing research studies Gelb Consulting interviews thousands of oil and gas industry

personnel worldwide each year using online surveys, phone andin-person interviews and focus groups

Main areas of consulting are brand strategy and new products

For more information:www.gulfresearch.com or www.gelbconsulting.com
http://www.gulfresearch.com/http://www.gelbconsulting.com/http://www.gelbconsulting.com/http://www.gulfresearch.com/


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Satisfied with your

performance?

Knowledge and experience with your companygained through all points of interaction

Willing to pay a pricepremium?

Know what makes yourcompany the best

choice?

Oilfield Service Brand Equity: A foundation of trustbuilt on customer experience

Willing to recommend

your company?


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Customer Experience Brand Equity Market Cap

CoreBrand Brand Power Analysis

Since 1990, CoreBrand has measured the relationshipbetween customer experience, brand image, revenue andstock price

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Customer Experience: Sales/Marketing

Process Service Delivery

Business Results

Sales Earnings Cash Flow

Brand Power Analysis

Familiarity andFavorability of your brand

Financial Performance

Stock Price Price/Earnings Ratio

Source: 2007 Gulf Research / CoreBrand Oilfield Brand Power Analysis


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Q4 2006: 11%-17% of market cap for 8 publiclytraded oilfield suppliers is attributable to thevalue of the corporate brand

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Source: 2007 Gulf Research / CoreBrand Oilfield Brand Power Analysis


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Oilfield Service Brand Equity: Buyers will pay apremium price for strong oilfield brands

Source: 2006 Gulf Research OilfieldService Corporate Brand Equity Study


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Customer experience: The sum of interactionsthat buyers have with your brand

Sales andMarketing

Activities

Product/Service

Delivery


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SALES FORCEEFFECTIVENESS

ROI on Marketing:


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Personal interactions crucial to sales process fornon-routine, high dollar purchases

For a non-routine purchase worth at least $50,000: What percentage of time does each of

the following information-gathering activities require?


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Technical experts welcome in the sales process

Send your personnel to meet our engineers so that wecan come to know about the range of products that thecompany offers. We have not met a single individual oran expert on technical matters in the recent past.

Close the knowledge gap thru more availability oftechnical people to operations.

Source: 2006 Gulf ResearchOil and Gas Industry surveys


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Buyers find technical presentations most useful inobtaining information about products and services

Percent rating each as very useful



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How is new technology is brought into your company and used?

n = 43

Management decides whether to use new technologies a different selling strategy may be needed



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Producing sales literature in languages other thanEnglish will increase its ROI

How important is it to receive sales literature in your native language?


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Improving Sales Force ROI and Customer Experience:

Consultative selling process for non-routine, high dollaropportunities:

Define the team of influencers, recommenders and users Initial meeting is to identify and define the technical challenge

Second session to bring in an operations person with experience, orrelevant technical expert, to conduct a technical presentation onpotential solutions and case histories

May require additional meetings to resolve technical or operationalissue should be conducted in a consultative fashion, bringing inresources as needed to augment the sales process

For new technologies: Needs assessment must alsoconsider managements priorities

Equip the asset team with information to reduce perceived risk at themanagement level

Develop a process for prioritizing and publishing salesliterature in multiple languages


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TRADE SHOWEFFECTIVENESS

ROI on Marketing:


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Buyers find industry conferences useful for seeingtechnologies and attending technical presentations

Percent rating each as very useful



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#1 Reason to Visit Exhibit Booths: Access toTechnical Experts



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Overall, the perceived value of visiting conferenceexhibits has declined somewhat

Hurricane Katrina

Source: Gulf Research Oil andGas Industry surveys


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Conference attendees report an increase inpurchase decisions based on conference exhibits

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Percent who recommended, authorized or made a purchase of products/servicesbased on meeting with an exhibitor at an industry conference



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Improving Trade Show ROI and Customer Experience:

Technical staff available for attendee

consultation Space for technical conversations

Live demonstrations of new technology

Technical papers and content readily available Ensure that there is follow-through on

conversations about client technical challenges,not just potential orders


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MARKETING COMMUNICATIONSEFFECTIVENESS

ROI on Marketing:


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Time spent reading trade journals is increasing

Percentage spending 5% or more of their total work time reading trade journals



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Technical articles consistently receive high ratingsfor information on new products and services


Percent rating as useful


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Ratings of web sites now approaching technicalarticles for information on new products and services


Percent rating as useful

M h d i f l b


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Most agree that advertisements are useful, butlack a competitive difference



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Importance of presenting new technicalinformationin advertisements has increased


Percent rating as important

Sh i h d i i i ilfi ld


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Showing the product or service in usein oilfieldads is increasingly important



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Reach your customers through technical articles and

advertising Direct clients to technical content on your web site

Strategically, your advertising campaign should supportyour brand by communicating how your customer

experience is different (and better) from competitors Tactically, each ad should

Emphasize new technical information

Show the product or service in use

Make readers think about taking a different approachto my work

:Improving MarCom ROI and Customer Experience


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2007 Gulf Research Oilfield Brand EquityReports

Drill BitSuppliers

Security DBSHughesChristensenSmith BitsReed Hycalog

Varel

Well Logging,Testing andFormationEvaluationSuppliers

HalliburtonSchlumberger

PathfinderScientificDrillingBaker AtlasWeatherfordReeves

CompletionsTechnologiesSuppliers

HalliburtonSchlumbergerBaker OilTools

WeatherfordBJ ServicesSmithNationalOilwell Varco

ProductionChemicalsSuppliers

HalliburtonM-I SWACOBaker PetroliteWeatherfordNALCO

DrillingSystems andTechnologiesSuppliers

Sperry DrillingServicesSchlumberger

Baker HughesINTEQWeatherfordTescoScientificDrillingPathfinder

ProductionServicesSuppliers

HalliburtonSchlumbergerBaker OilTools

WeatherfordBJ ServicesSmithNationalOilwell Varco

TechnicalComputingSoftware/ServicesSuppliers

LandmarkHalliburton

SchlumbergerWeatherfordParadigm

FluidSystemsSuppliers

BaroidHalliburtonSchlumbergerBaker Hughes

BJ ServicesNationalOilwell VarcoWeatherfordMI SWACO

For more information:www.gulfresearch.com

Brand Equity Measurement for companies in these product/service areas:
http://www.gulfresearch.com/http://www.gulfresearch.com/


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2007 Gulf Research Improving ROI on MarketingReports

CoreBrand Analysis: Calculating Brand Equity for

Investor Relations Measures the value of the corporate brand in terms of contribution to

market capitalization

Marketing Effectiveness Studies Marketing Communications Effectiveness (Print and Web)

Sales Force and Tradeshow Effectiveness

Customer Satisfaction and Loyalty Net Promoter Score Benchmarking for Oilfield Service, Contracting

and Equipment Companies

Oilfield Employer Reputation Attracting and Retaining Employees in the Oilfield

For more information:www.gulfresearch.com
http://www.gulfresearch.com/http://www.gulfresearch.com/

improving marketing return on investment

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