Strategic marketing company Genoa Black has been working with cased hole logging company READ Cased Hole over the past 3 months to launch and raise awareness of their new logging while working solution, ZeroTime™ at ICoTA, Houston.
Genoa Black developed and managed the full service launch and sub brand for ZeroTime™, with marketing manager Sarah Low travelling over to Texas along with the READ team for the launch at SPE’s ICoTA Conference and Exhibition at the George R. Brown Convention Centre in Houston.
The extensive project has already delivered impressive results including extensive press coverage across industry titles including Energy Voice, Offshore Engineer, Oilfield Technology and Scandinavian Oil and Gas Magazine amounting to a 1095% PR return on investment. Throughout the launch, READ Cased Hole’s website showed a 64% surge in website sessions, and the company’s LinkedIn referrals increased by 71%.
To ensure the new sub-brand would sit independently in the market, as well as within the READ corporate brand, the strategic marketing company conducted comprehensive market and competitor research for the ZeroTime™ service using advanced digital tools and face-to-face external research. To date, feedback on the ZeroTime ™ concept and sub-brand has been highly positive from industry professionals and current and prospective customers, with numerous new business leads coming through.
Maurillio Addarrio, technical manager said, “Genoa Black has delivered excellent work and has worked diligently with myself and my colleagues to understand our business and make a step change in raising READ Cased Hole’s global profile. We were delighted to have Sarah join us in Houston for the large industry event to launch ZeroTime™ and offer full support and guidance across the two days of the event.”
All key messaging for the ZeroTime™ sub-brand was developed and incorporated into a number of branded marketing materials including the development of a ZeroTime™ brochure, animation, case studies, direct marketing campaigns, advertising, website, strategic PR and social media campaigns.
Genoa Black has worked with a number of technology and energy business including Island GIS, Decom North Sea, The Edrington Group and Indigo Technologies providing a range of services from strategic consultancy, marketing services and in-house support.