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Differentiating Yourself in a Growing Market

14th July 2009

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Design Inc were present at Offshore Europe in Aberdeen last week. This is a very large & busy exhibition for the oil & gas industry and we travelled there to meet up with a number of current and potential clients and have a chat about their future marketing plans.

Whilst there, we spent some time walking around the exhibition halls and looking at the marketing collateral (brochures, newsletters, exhibition graphics) of the exhibitors, and it was here we found something very interesting.

The companies providing products into the industry could be divided into two camps:

  1. Those whose marketing focused solely on the product, with lots of images & samples of the product on their stand, and
  2. Those whose marketing focused on the profile of the company as a whole and who were pushing their company as a brand in itself.

More interesting still when we asked them how they were doing commercially within the market. Guess which ones were more positive? That’s right, the companies who looked further than just the engineering of their product and who were pushing their name and differentiating themselves from the rest!