Experimentation in The Oil & Gas Industry: A Necessity, Not a Choice
- Feb 8
- 2 min read
A real-world perspective in marketing communication
In the oil and gas industry, there are limited marketing communication tools that can be effective, and that’s why we are always learning and testing new tools to make sure we are not missing anything.
Why Experimentation Plays Such a Critical Role in Marketing Communication
Experimentation in marketing communication is very important and has multiple purposes. According to Anthony Miyazaki, these purposes are:
To determine which communication performs better.
To learn what effects various communication elements have on various target audiences in various situations.
To provide information that will “help” in decision making.
How Experimentation Shapes the Way We communicate with Our Audience
From my experience in the oil and gas industry, these purposes are real, and this is what the marketing team and I always do when trying to communicate a message to our target audience.
ADIPEC as a Testing Ground for Marketing Communication
ADIPEC is the biggest oil and gas tradeshow held every year in the Middle East region. The company I work at attends every year with different objectives. Last year, our objectives were promoting key offerings, establishing brand awareness and meeting and interacting with key stakeholders.
While I was working on my marketing plan for ADIPEC — if you didn’t read my Marketing Plan In Action blog I encourage you to go back and read it to understand the steps I followed to create ADIPEC plan.
Deciding to Try Something New: Evaluating a Newsletter Opportunity
I got a proposal from a newsletter that is specifically focused on ADIPEC. So, I went back to my plan and reviewed it to make sure this new tool fits our strategy. Then, we decided to try a different tool and experiment with participating in the newsletter.
It was our first time participating in a newsletter with an article, an ad, and a leadership interview.
What We Learned from Testing a New Communication Chanel
The cost was low compared to the outcomes we achieved, which included understanding that this newsletter is a good fit for our audiences, being a great solution for us since we don’t have email marketing yet, and that the ad drove more followers to our LinkedIn pages.
Taking Calculated Risks Is Better Than Doing Nothing
This experiment led us to repeat it the following year. Even though it wasn’t the main driver of our objectives, it still helped.
Experimentation sometimes carries its own risks, but without experimenting, you miss many opportunities.
