Austin, Texas-based Drillinginfo had an enviable problem. With 90 percent client adoption, they were ubiquitous in the oil and gas industry. The only downside was that they’d become too familiar, pigeonholed as a commodity data provider, when in fact they’d become so much more.
Well-known and well-liked, Drillinginfo needed to earn attention and change perceptions without abandoning its core strengths or alienating current customers. With new marketing leadership and a limited support staff, the company had little to leverage in pursuing this pivotal opportunity.
The company’s new (and first) CMO engaged LMG as an “outsourced marketing department,” to execute key projects for high-visibility “quick wins,” while beginning critical longer-term work of strategic repositioning. Collaboration has continued, with LMG providing strategic and creative support to complement her dedicated resources.
LMG conducted market and customer research, redefined positioning and messaging, provided event support, and produced new assets, including an off-road vehicle customized to serve as a mobile software demo station. Drillinginfo is an industry leader, and even as market pressures are wreaking havoc with competitors, the company continues to thrive.
With some of the most brilliant data scientists and innovative technology in the field, Drillinginfo had created groundbreaking solutions with revolutionary potential. To launch and sell these offerings, leadership knew it was critical to reintroduce the company in a dramatic way—and promote a bold vision for the future of the industry.
“With Drillinginfo, everything was on the table. Game-changing ideas were not just welcome—they were required. All of us embraced the opportunity to think big, aim high, and go above and beyond to deliver transformative results. And we had a blast at every stage of the journey.”
– Phil Neal, Vice President, Client Services
“Supporting exciting events with event layout and design as well as developing engaging presentations was rewarding. It was great to see ideas come to life.”
– Brad Dunham, Art Director