Client: CARBO is a leading provider of products and services that increase productivity in oil and gas reservoirs worldwide.
Challenge: Their leading product solution can increase the return on investment for their clients up to 30%. But explaining the solution to prospects is a challenging and extremely technical concept to communicate.
Solution: A new term for this concept was created. CS Creative developed an integrated marketing campaign that defined the term, generated awareness of it and established it as an industry standard, with the objective to solicit inquiries about the concept and drive sales.
CS Creative developed a three-phase campaign to accomplish these objectives. The first phase was a teaser, revealing only the term “Economic Conductivity™”, and presenting it as a phrase already common in the industry by showing it featured on a BlackBerry® in ads, direct mail and a micro site. CS Creative also created a Wikipedia entry for Economic Conductivity to legitimize its use.
In phase 2, more data supporting Economic Conductivity was revealed in ads and direct mail, and CARBO was revealed as the force behind the campaign. The audience was invited to the industry trade show to learn more. Phase 3 continued after the trade show utilizing similar vehicles, and will include an educational webinar.
Result: The campaign was a success. The CARBO sales representatives reported that after the campaign launch, prospects often had an “aha” moment around Economic Conductivity, and the term regularly appeared in news media, including The Wall Street Journal. Most impressively, the quarter following the campaign yielded a 30% increase in revenues and a 19% increase in sales volume vs. the prior year. CARBO’s President and CEO, Gary Kolstad stated, “These results are a testament to the success of our Economic Conductivity technical marketing effort”.