The Secret to Winning

Date PublishedNovember 26, 2015
CompanyAgapi Marketing & Consulting Ltd.
Article AuthorNancy Boisvert
Article TypeNovember 2015 Issue
CategoryArticles, Business
Tags, , ,
HUB SEARCHAgapiMarketing
PULSE Interactive

The Secret to Winning

We can only hope Trudeau the younger understands we exist in a global economy

marketing programs the secret to winningWell, the federal election is over! And, still reeling from the provincial election results earlier this year, we are left wondering what this Liberal government means to the oil and gas industry.

There are still many of us in the industry who still remember the devastating effects of the policies enacted by Trudeau the elder, especially the NEP from 1980-1985. We can only hope Trudeau the younger understands we exist in a global economy, and as such, we must participate in a way that is economically viable and progressive for the country.

marketing programs the secret to winningThe stated positions by the Liberals on the oil and gas industry throughout the election were very broad, which allowed much wiggle room should they win. Aside from stating they would launch an immediate review of Canada’s regulatory process for oil and gas projects, they mostly made generic statements about how they will support various pipeline projects and the need for infrastructure. However, how they support this remains to be seen.

Regardless of how this plays out, we are left with the need to play the cards we’ve been dealt. This means ensuring you are positioning your company to anticipate any and all potential outcomes.

Marketing is truly only a cost to your business
if it is applied without a proper strategy, proper execution of the strategy

market-analThe best way to do this is to do a full scale review of your marketing processes. Are you (like the conservatives) sticking to your message (which is good), but delivering it in the same tired fashion (which is bad)? Maybe it’s time to revisit this and see if there is a better, newer, fresher way to communicate your message to your prospects and clients.

Maybe it’s time to rebrand. Or, maybe it’s time to add additional components to your marketing message, such as addressing hot button issues like the environmental impact of our industry.

There’s no point in sweeping that under the rug. We all know there are environmental concerns associated with our industry. But, instead of being reactive, let’s be proactive. Let’s talk about advances in technology that reduce the impact. Let’s talk about all the good our industry does through creation of products, jobs, exports, etc. Let’s create strong, effective marketing programs that promote our industry in positive ways.

Yes, I know, marketing is a cost to your business. But, so is that computer or piece of equipment or rig hand or salesperson. Funny how those items are looked at as investments in your business while marketing is seen as a cost.

But, marketing is truly only a cost to your business if it is applied without a proper strategy, proper execution of the strategy, and proper evaluation. When those three key items are in play, marketing becomes a true investment in moving your business forward and not a cost.

an-open-letter-to-the backbench-nap-mla'sIt is well worth the investment to hire a marketing consultant to come in and work with you to evaluate your current marketing and branding. They can also assist you in the creation and implementation of a marketing strategy that will work in the longer term. Be prepared, be proactive, and be successful.

Nancy Boisvert
President & Marketing Director







Originally published in the 

November 2015 issue of Oilfield PULSE