Case Studies

Effectively brokering relationships

 

We connect our clients with the industry, enabling them to promote thought leadership, market excellence and access new business partners/opportunities.  Whatever market, we typically have helped our clients in the following areas:

Ramping Up

New Centralised Marketing Strategy
US LNG leader looking to China to sell gas   

 

Case Study Example 1

A major EPC was struggling to collaborate marketing efforts with international affiliates.  They had recently centralised marketing spend in their energy practice, and brought in a new corporate development team reporting directly to the Finance Director.

Solution

  • Energy Council team went in-house to understand and demonstrate how they could enhance their own capability to collect information from various data touch points, based on our experience with other similar organisations.
  • Key targets clients of the EPC were assigned an Energy Council sponsor; to promote the firm in all the regions they had a presence. This supported the new regional corporate development teams, with onsite introductions to key government stakeholders and investors at our series of energy events.
  • Rolled out content outside events via microsites that focused on the energy transition. This was a departure from a previous region-by-region marketing approach, and in doing so created one narrative for the company that supported our sponsors.

Impact

The EPC soon discovered silos that had previously impeded client insight being fed back into senior management.  For example regional disparities in terminology around energy transition were found to exist.  They were able to report back and realign messaging.

An Energy Council project team reviewed feedback for the Finance Director.  The single topic global approach vs. regional strategy was more successful in ROI in developed markets. We subsequently measured and presented the data, and for 2018 have chosen a new broader topic to engage target customers.

Case Study Example 2

LNG plant built to take advantage of low-cost gas enters markets awash with supply, giving buyers the upper hand.

Solution

  • Selected our China conference (largest capital markets energy conference in the region) to profile themselves to Chinese buyers
  • Hosted a networking reception where the audience was carefully curated with buyers
  • Council staff organized pre-event and onsite introductions

Impact

New buyers met, and introductions were instrumental in helping a largely US team meet their Chinese counterparts for the first time

Market Entrant

Carving out a future in alternative energy

 

Case Study Example 1

Move to split the company in two created an opportunity to move into energy space.  Away from the safety of the parent company, the executives were tasked with scaling up quickly.

Solution

  • The Energy Council was identified to promote the move into this new arena. We revealed their new brand and market entry at our annual conference in front of hundred of executives
  • Identified and put the EPC in front of consortium partners bidding for a new government tender
  • Conducted pre-event education meetings with energy industry executives, to key members of the new management board at the event
  • Post-event analysed the level of brand penetration from the launch, and engaged passive market reciprocates with a social media campaign
  • Video interview and company profiling delivered on the iCouncil platform
  • All data and leads passed on directly to client in compliance with international data protection laws

Impact

We helped the client navigate brand spin off and accelerate the rate of change.  We facilitated a practical usable platform to launch new products and services in the energy space.

Delivered real-time data and information about potential new clients from iCouncil platform, that turbocharged marketing efforts at launch.

Case Study Example 2

A major investment bank in Europe was trying to increase its brand equity beyond its traditional strengths in oil and gas.  Relative success at home in delivering the new message was failing internationally.

Solution

  • Created a 3-year partnership plan that focused on their key strengths of research leadership
  • Turned that research into a quarterly thought-leader piece delivered through the Council online portal
  • Yearly research was added and delivered to the Council quarterly, and marketing team delivered this to affiliated digital outlets
  • Key banking personnel encouraged to offer opinion pieces on industry topics to reinforce thought-leadership
  • Head of Energy was able to demonstrate closed in front of key target audiences in the United States and Asia
  • Organised several face-to-face meetings at offices in key Asian cities for banking executives

Impact

The bank was able to showcase its capabilities across the entire energy spectrum, and build its reputation beyond oil and gas in new markets

Market Leader

 

Case Study Example 1

An international player had recently refreshed their identity; brining multiple brands under one roof.  They were now planning expansion and wanted to highlight their IT excellence over traditional engineering strengths

Solution

  • Provided a platform in front of key national government stakeholders to deliver a message around the success they have had on delivering high quality projects, on time and on budget.
  • We provided local adaptations of messaging around the world as local messaging was identified as being key for our client.
  • Used our global platform to support their new cohesive value proposition

Impact

A gap in their inbound lead generation had been identified pre-engagement.  Most new business was won by the BD team finding RFP’s to bid on.  The three events they signed up to generated 7 quantifiable new business leads.

Case Study Example 2

An engineering, procurement and construction firm that had carved out a market-leading niche was under pressure from larger full service firms.  They felt their message got lost at large trade shows.

Solution 

  • To help improve sales close ratios from events, we locked in key job titles and target companies.
  • We walked through these key customers through the clients core brand
  • We allowed a one-off ‘vendor lock’ at a bespoke dinner – ensuring all major competitors were not present in front of potential customers for 3 hours face time
  • Supported the product through an editorial calendar to push content pieces via our media channels to reinforce message

Impact

We ensured hours of unfettered and quantifiable face time with 16 key clients in the space of little over two months

Bespoke

US Law Firm moving into the European Energy Market   

Case Study 1

A major project was nearing the commissioning phase, and the client wished to engage us to help promote their capabilities in a specific region in order to help win new business.

Solution

  • We help articulate their brand message, moving the key message away from technical data to appeal to all brand audiences
  • We organised a site visits to the near completed project for key government personnel from neighbouring countries. This was held directly after the main regional conference.
  • The Energy Council created a technical program, and provided full operational support for visas, travel and accommodation

Impact

After the week activities the client saw an 18% increase in inbound submissions on their corporate website from IP addresses in the region, indicating engagement from the exact prospective customers they were targeting

Case Study 2

A three-decade-old family run business had in the midst of the down-cycle created a true market disruptor product that could save costs and lives offshore.  They described themselves as “product-people” and not good with this “marketing thing.”

Solution

  • We identified through our own due diligence that the product was disruptive
  • Locked in key job titles from IOC’s and NOC’s to key events where the client would be exhibiting
  • Walked through the product on behalf of the client with key targets
  • Supported the product through an editorial calendar to push content pieces via our media channels to reinforce message

Impact

Biggest contract in the company’s history signed with one of the world’s top 3 national oil companies who they had met at our event.

Case Study 3

US Law Firm moving into the European Energy Market   

Successful US law firm had completed the first round of their European expansion with a round of lateral hiring, and opening of a new Central London office.  They needed a platform to launch their energy practice.

Solution

  • Identified key multinational clients and local GC targets that were Council members
  • Made effective introductions with new clients and invited them to a private drinks evening at their new office organised by the Council team
  • The evening was purposefully controlled, with other law firms welcome but limited to one Partner
  • Law firm given access to all participants, and post-event introductions made to those that the team missed engaging with on the night

Impact

Over 250 attendees visited our clients new office in the first month of its opening.  This directly led to multiple engagements, including with a world leading OFS company.  Our impartiality meant we insisted other law firms were welcome, but this also led to the subsequent recruitment of one lawyer from a rival firm who had attended the evening.