Exterran: Power of X Campaign (2012-2013)
SITUATION:
Exterran was formed in 2007 with the merger of Universal Compression and Hanover Compressor. The combined company had well-aligned capabilities with a history that went back over 50 years, but suffered from low brand awareness and minimal perceived differentiation.
OBJECTIVE:
Primary Objective: Increase awareness across Exterran’s core markets (North America, South America, Middle East).
Secondary Objective: Differentiate and elevate Exterran’s brand promise from the competition.
http://www.exterran.com/PowerOfX
STRATEGY:
To fully understand Exterran’s position within the competitive landscape, we began with research and discovery—employing surveys and interviews, competitor marketing analysis, an external brand study, external interviews, and an external survey of around 1130 oil and gas professionals around the world to uncover their awareness level and perception of Exterran. Research revealed that the most important traits that potential customers were seeking in a company like Exterran were expertise, experience and service.
Based on those decision drivers and analysis of competitor positioning, we carved out a unique space for Exterran with a campaign we called the Power of X, which focused on saturating Exterran’s most valuable prospects with a highly relevant and differentiated message.
To bridge the awareness gap and solidify Exterran’s new messaging in prospects’ minds, we executed an aggressive but targeted campaign focused on reaching oil and gas industry professionals—which we executed through email, direct mail, industry publication print ads, industry publication online banner advertising, Google display and PPC ads, tradeshow marketing and landing pages.
MESSAGE ALIGNMENT:
With a well-researched understanding of prospect decision factors and competitor positioning, the Power of X campaign leveraged Exterran’s legacy of success and the experience, expertise and the commitment of its people.
