If I am targeting oil & gas companies , how much do I need to spend for each promotional mix ?
An exhibition will surely cost you a fortune – considering the space , exhibition stand , manpower , collateral and gift items . Depending on your budget and goals , you can allocate 30 % – 40 % of your marketing budget to events . Exhibitions , conferences , trade shows and other events are still relevant , especially in renewables , utilities , oil & gas and construction industries . However , they are costly and prices vary between $ 500 – $ 1500 USD per sq . ft . If you want to meet your existing clients face-toface , or acquire new leads , or perhaps educate engineers about your oil & gas solutions , then this is a viable marcom plan . But if you are tight on budget and still want a face-toface engagement with an oil & gas audience , then you can opt for webinars . You can invite petroleum engineers , HSE professionals or maintenance managers and create a 30-minite presentation , plus 30 minutes of Q & A . Webinar in the oil & gas industry is a great tool to showcase your products , educate the audience , or explain your solutions to a niche audience at the comfort of their offices and homes . The difference between the cost of a webinar and a trade show / exhibition is huge . Again , depending on your goals and budget , you may use one of them or both .
Another 30 % – 40 % of the marketing budget can ( or should ) be allocated in transforming your marketing efforts into digital . The marketing migration plan to digital platform should be thoroughly thought of , and should give premium to security , effectivity and costefficiency . If you ’ re still keeping those clients lists on excel , or maybe using those old CRM platforms that don ’ t work because the fields are ineffective and they are cumbersome to populate , then it is time to switch to cloudbased CRM . I personally like Salesforce and integrate it with Marketo . They are very powerful , efficient and marketing-friendly tools that will allow you to acquire new clients , monitor reports , analyze data and engage with clients via newsletters , emails and social media . ( I am not paid by Salesforce or Marketo , I just like their technology . They fit the oil & gas industry ).
While you are working on your marketing cloud infrastructure , you can still move forward and invest on content , social media , blogs , website media section and online press releases . You need these marcom tools to amplify your key messaging and be seen online .