International product launch & positioning
Based in the sleepy North Yorkshire market town of Malton, HMi Elements designs and manufactures computers that are used by the world’s biggest oil and gas companies in danger zones such as drilling rigs and refineries.
With 95 per cent of sales exported, primarily to the United States where it has an office, HMi Elements wanted to increase its market share in the Middle East where the oil rig count was growing fastest.
- Business objectives
- Campaign management
- Audience and media identification
- Message / narrative development
- Content & delivery plan
- Photography direction [editorial]
- Media liaison
- Press office
- Measurement, evaluation and ROI
- press releases
- comment pieces
Central to our work was promoting its new product, the 1301-Z1 and positioning the business and its people to further generate awareness of HMi in the Middle East.
As part of the product launch, we focused on explaining the detailed level of R&D, design, manufacture and ongoing maintenance that sets HMi Elements apart from its cheaper, less experienced competitors.
Time was spent understanding the oilfield services sector, identifying the target audience and key media before developing a concise list of key sales messages to include in our editorial.
From here we liaised with the leading oil and gas media in the Middle East and wrote press releases, features and comment pieces that were tailored specifically to secure media coverage.