The Client

Grant Johnston, Wood Group Gas Turbine Services, at WINDPOWER 2008.

Wind Power

Marketing and advertising folks presume it is self-evident that marketing is essential to organic growth. That’s not a universal truth, or even a revealed one, as far as many engineering and sales professionals are concerned. But if it’s true, some people at Wood Group Gas Turbine Services are getting it right, IMO.

I did attend WINDPOWER 2008 last week to visit what is now Renewable Energy Services – a new business unit for client GTS. This part of the global energy services company maintains and repairs all types of turbines and generators, from aviation engines (smaller) to heavy industrial units (much, much larger). And effective power generation from the wind depends on…turbines and generators. So Renewable Energy Resources is taking its extensive MRO experience into the wind energy sector.

Prism Design created a booth and handout materials specifically for this new unit, and for this trade show. I’m glad to have participated in it all – particularly since this was another opportunity to adapt the KEEP ON TURNING brand I helped GTS create and maintain over the past two years.

It has also meant that the company can market its brand (as well as its services) much more strongly to an up-and-coming industry sector, like wind energy.

Now, recall what we said here about brand consistency? It’s a good idea (and a good return on investment) to build on elements that are already in the client’s brand vocabulary.

The branding challenges for GTS at WINDPOWER 2008 were graphic – all wind turbine pictures look the same. Susan Reeves, Terry Teutsch and Stacy Allen turned what could have been an ordinary photo into a landscape artfully fitted to the 20-foot-long booth space.

Take a close look at the top photo – a lot of art went into that horizon line. It stretches from one end of the booth to the other and reinforces the KEEP ON TURNING line beautifully.

By using the GTS brand elements in the handout materials, and ensuring that everyone who staffed the booth was fitted out with the distinctive Wood Group “gold” long-sleeve shirt, this new Renewable Energy Services group accomplished two marketing goals.

First, it picked up a bit of a…tailwind…from the Offshore Technology Conference, where Wood Group had a strong presence. Second, it introduced its targeted services to the wind energy market in a targeted – and branded – way. Think of this, then, as brand power.

The real compliment goes to the client, for recognizing what needed to happen at WINDPOWER 2008.

PS: Susan suggested I label this post “Show Turn Two” because it’s a look at another Wood Group Gas Turbine Services booth effect. Cute headline fer shure. But Signalwriter headlines are two words long and I try to stay consistent – even if I don’t always achieve the ideal.