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Put your brand messaging into action

Posted on Categories BrandonomicsTags

When it comes to brand messaging, you need to put your money where your mouth is. Robin talks to Donna Smith, director of marketing and communications for Forum Energy Technologies, about how they've put their messages into action.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, vice-president of strategy at Savage Brands. And my guest again today is Donna Smith, director of marketing and communications at Forum Energy Technologies. So, Donna, thank you again for being on the show.

Donna: It’s good to be here, Robin.

Robin: Well, I’m glad to talk to you about the Forum Energy Technologies brand. You were really key in driving some of the brand messaging behind that. I want to know how are you describing the brand, and why is that important to you?

Donna: We’re trying to play on the word forum, but we’re also trying to say we’re nimble. We’re smaller than some of the big guys out there, but we’re more collaborative. We’ll work with you. We’re smaller. We’ll listen. That’s very key.

Robin: Yeah. So that listening and camaraderie of the partnership you have with your clients is important.

Donna: Right. And we just started a new series of ad, and they say, “It’s your forum. Let’s talk.” And then we invite the customers to come to a micro site, and they can actually send us a question, and then I pass it on to one of the subject matter experts. So we’re really trying to get that feeling across that we’re smaller; we’re gonna work with you.

Robin: Yeah. And that’s great ’cause you’re sending out the message, but you’re also putting it into action.

Donna: We’re putting it into action, and the employees are starting to get engaged, which is just as important, I think. The employees are looking for stories that we can tell.

Robin: Yeah. ‘Cause they get to deliver on it.

Donna: That’s right.

Robin: Well, thank you for sharing that.

Donna: Yeah.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


Forum Energy Technologies is a global oilfield products company, formed in a five-way merger between leading technology companies and serving the subsea, drilling, completion, production and infrastructure sectors of the oil and natural gas industry. Its legacy brands represent some of the best known in the business.

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