Oilfield Brand Evaluations Now Available

Celebrating 8 years of successfully bringing valued marketing research to the energy industry, Gulf Research has published brand equity results for over 20 major upstream product and service companies. Brand performance measures are available instantly through an online brand equity dashboard.

“Our brand equity measurement methods have become the standard to monitor marketing performance,” says John McKeever, President of Gelb Consulting Group (Gulf Research is a joint venture between Gelb and Gulf Publishing Company). ”Our new brand equity dashboard provides subscribers with instant access to responses from hundreds of decision makers. This is a key benefit for subscribers who need to examine differences in geomarket performance.”

The brand equity model utilized by Gulf Research is based on the best practices reviewed and adapted for use by the energy industry. This model examines the familiarity, value, differentiation, satisfaction and, ultimately, the trust placed in companies. The Brand Trust model has been successfully utilized by many companies growing through mergers, acquisitions, and reorganizations.  

“With years of data, we are able to provide years of low-cost performance tracking,” says McKeever, who has been conducting these studies since Gulf Research’s creation in 2001. He continues, “We’ve been privileged to serve our clients and continue to grow our client base. Gulf Research continued to add subscribers even in 2009, one of the toughest in its history. I believe this is a testament to the importance marketing executives place on the quality of information only available from Gulf Research.”

Gelb has been growing its performance measurement services, including customer experience dashboards for energy industry clients. Customer experience dashboards provide sales, operations, and marketing managers with an online listening post and the ability to identify at-risk customer relationships for real-time service recovery. ”The use of experience dashboards has increased steadily in the energy industry as product and service companies look for ways to actively listen and respond to customer needs.” The experience dashboards, first put into use over 5 years ago, provide a cost-effective means to elicit meaningful and relevant customer feedback. Customized to the needs of each client and programmed in multiple languages, experience dashboards are superior to traditional customer surveys in their support of real-time service recovery. 

Those interested in the latest brand equity results or customer experience dashboards can contact John McKeever, President, Gelb Consulting Group, at jmckeever@gelbconsulting.com or 281-759-3600 x1022.

About Gulf Research

Gulf Research is a joint venture of Gelb Consulting Group and Gulf Publishing Company. Since 2001, Gulf Research has provided syndicated marketing research reports to the oil and gas industry. For more information about Gulf Research and reports available, please visit http://www.gulfresearch.com.

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 around this idea and continue our work this year to help leading oilfield service companies monitor the trust their customers place in their brands. 

For more information about our brand trust methodology, please visit: www.gelbconsulting.com/brand-research. 

Information about the 2009 Gulf Research studies can be viewed at www.gulfresearch.com.

A roaring start for Women’s Global Leadership Conference

The 2009 Women’s Global Leadership Conference in Energy and Technology started in full force this morning.  With well over 650 executives in attendance, John Royall, President and CEO of Gulf Publishing, kicked-off the event with great excitement.

John was followed by a powerful keynote from Karen Harbert, President & CEO of the Institute for 21st Century Energy, US Chamber of Commerce.  Ms. Harbert presented a compelling case for the United States to more clearly articulate an energy strategy to educate and motivate the business and consumer community. She introduced some “new to me” acronyms that were well received by attendees.  For example, BANANA (build absolutely nothing anywhere near anyone) and NOPE (not on planet earth).  Those terms were representative of  the tone of the presentation calling the question of the unpredictable investment environment.

Additionally, I was pleased to moderate a panel discussion on ethnic diversity.  Panelists Christina Ionnidis, Dr. Lorena Mascardelli, Jo Ellen Helmer, and Dr. Tausef Salma provided substantive insights regarding several scenarios. Bringing their unique perspectives, the common theme was that to leverage diversity of culture, gender, or opinion – individuals must be respectful and have a deeper sense of empathy.

I also presented some of the findings from our recent benchmarking study, the full report is available for download at www.wglnetwork.com.

Lastly, panelists on technology innovation identified the following emerging trends:

-Low cell (EOR/IOR) can result in a 40% increase in recovery

-”Green” chemistry that allow for better production without environmental harm

-Nanotechnology from companies like Oxane

-Digital rock physics from companies like Ingrain (a Gelb client, www.ingrainrocks.com)
(Jim Sledzik, Partner and President of Energy Ventures commented that “10 years from now, digital rock physics will be the standard.”)

-Susan Rosenbaum, Director of Knowledge Management at Schlumberger, commented that the two key drivers of innovations will be data (now more of it) and automation.