Gaining Commitment
The Red
Zone
The Red
Zone
Acceptance
• Rational
• Emotional
Enable
T I M E
COMMITMENT
High
Low
Envision...
Engineers Love Solving Problems
• Three main areas of interest:
– Problem identification
– Concept development
– Concept e...
0%
20%
40%
60%
80%
100%
$5 per ft $10 per ft $15 per ft $25 per ft $50 per ft
%Preference
Product 1 Product 2
Product 3 Pr...
Personas Create Empathy
Procurement
Executives
Technical Leads
Asset Managers
Review:
Goals
Needs
Behaviors
Insights: Easier than You May Think
• Gulf Research Panel
– Opt-in database of 100,000+ World Oil and Hydrocarbon Processi...
Endeavor Management is a management consulting firm
that leads clients to achieve real value from their strategic
transfor...
Key Tools for Insights from Marketing in the Oilfield Conference 2013
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Key Tools for Insights from Marketing in the Oilfield Conference 2013

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Slide deck outlining key tools used to gain insight as presented during the Marketing in the Oilfield Conference in 2013.

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Key Tools for Insights from Marketing in the Oilfield Conference 2013

  1. 1. Gaining Commitment The Red Zone The Red Zone Acceptance • Rational • Emotional Enable T I M E COMMITMENT High Low Envision Engage Energize
  2. 2. Engineers Love Solving Problems • Three main areas of interest: – Problem identification – Concept development – Concept evaluation • Participants articulate their challenges using a process map • Capture the ways they’ve solved those challenges and work with team to develop solutions • Finally, participants will work with your observers to refine and evaluate concepts
  3. 3. 0% 20% 40% 60% 80% 100% $5 per ft $10 per ft $15 per ft $25 per ft $50 per ft %Preference Product 1 Product 2 Product 3 Product 4 Trade-Offs and Segments 0% 20% 40% 60% 80% 100% $5 per ft $10 per ft $15 per ft $25 per ft $50 per ft %Preference Product 1 Product 2 Product 3 Product 4 Advanced Polymer Coating Uncoated Carbon Steel Tubular Expected Life 5 years 6 months Cost - $5 per ft Annual chemical treatment cost None $75,000 per year Well intervention Special handling No restrictions Delivery time 3 months 1 month Segment 2 Segment 1Product Feature Configurations Conventional Epoxy Coating Corrosion Resistant Alloy Expected Life 6 months 20 years Cost $10 per ft $50 per ft Annual chemical treatment cost None None Well intervention Special handling No restrictions Delivery time 3 months 12 months
  4. 4. Personas Create Empathy Procurement Executives Technical Leads Asset Managers Review: Goals Needs Behaviors
  5. 5. Insights: Easier than You May Think • Gulf Research Panel – Opt-in database of 100,000+ World Oil and Hydrocarbon Processing readers used exclusively for industry surveys – Panelists certified by BPA – Syndicated and custom studies since 2001 • Proprietary customer panels (CRM+) • Trade Show Recruitment / Interaction • Customer Advisory Boards
  6. 6. Endeavor Management is a management consulting firm that leads clients to achieve real value from their strategic transformational initiatives. Endeavor serves as a catalyst by providing the energy to maintain the dual perspective of running the business while changing the business through the application of key leadership principles and business strategy. The firm’s 40 year heritage has produced a substantial portfolio of proven methodologies, enabling Endeavor consultants to deliver top-tier transformational strategies, operational excellence, organizational change management, leadership development and decision support. Endeavor’s deep operational insight and broad industry experience enables our team to quickly understand the dynamics of client companies and markets. Combined with our Gelb Consulting experience (founded in 1965) we also offer clients unique capabilities that focus their marketing initiatives by fully understanding and shaping the customer experience through proven strategic frameworks to guide marketing strategies, build trusted brands, deliver exceptional customer experiences and launch new products.Our experienced consultants and analysts use advanced marketing research techniques to identify customer needs and spot high potential market opportunities. 2700 Post Oak Blvd Galleria Tower 1, Suite 1400 Houston,TX 77056 +1 713.877.8130 www.endeavormgmt.com 7

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