​How to ‘differentiate’ and win new business

The Canadian oil and gas market may be stabilizing, but consolidation during the downturn means fewer participants actively investing and greater competition among service providers at all levels of industry.

To survive – and thrive – in this new normal you must clearly articulate what makes you different. Never has it been more crucial to demonstrate why your services matter. By developing and implementing a strong business strategy around “differentiation” you can attract new business leads and set yourself apart from the competition.

"The playing field has changed and the 'name game' is no longer the differentiator,” said Bill Whitelaw, CEO of JWN Energy and Publisher of the Daily Oil Bulletin.

"Dollars and cents are the business driver and the only way to justify your cost differential is to clearly articulate why you're worth it. And that’s before you consider more fully the major forces social media and technology have become. The bottom line: Re-invest in your brand and clearly articulate why you are different.”

In a world where competing for people’s time and attention is tougher than ever, maintaining awareness and illustrating what makes your brand unique is crucial. So how do you differentiate? Invest in who you are. Advertising needs to be viewed as a business investment, plain and simple. Be strategic, don't just advertise – advertise with a purpose!

"Strategic advertising is an excellent way to generate a stronger connection to your brand – a tangible driver to increasing market share, and a concrete metric of business value," added Whitelaw.

Maintaining awareness in the marketplace during times of volatility is the foundation. Tell your story. Explain why your people are better, why your products and services are so effective, and what you stand for as a corporate citizen.

Sponsored content is one way to create this transparency. A Daily Oil Bulletin article by SAGE and NGC articulates how their combined brands deliver strong value to clients. “This union represents a tremendous opportunity to our customers and to the broader market. NEXT Compression will offer improved supply chain capabilities, increased shop capacity, and a wider geographic reach by drawing from a greater depth of resources and expertise,” noted Shane Guiltner, President and CEO.

A vital component of this transparency is the way we use digital advertising. It begins with investing in a cohesive strategic advertising program. Publishers like JWN Energy have the market intelligence, readership and expertise to conceive, deliver and evaluate the success of such a program.

Thousands of energy industry executives working for producers, major service and supply companies, government officials and investors access the Daily Oil Bulletin. It’s part of their daily workflow. Invest in your brand and differentiate yourself in the marketplace. Contact Chad Carbno [ccarbno@jwnenergy.com] or Blair VanCamp [bvancamp@jwnenergy.com] to learn more.

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