Challenge: Creating a compelling oilfield recruiting campaign

Andy Gonzales, an account executive who has been selling media for three years, has been using AdMall for nearly the entire time he’s been employed with Townsquare Media. He knew that using AdMall would come in handy when he approached a local oil and gas dealer looking to establish their oilfield recruiting campaign.

“They weren’t filling positions,” said Gonzales. “I coordinated with the HR director and CFO to get approvals. The HR director was spending a lot of time on [an online recruiting tool without finding qualified candidates], so they needed to change their strategy. Since their ideal candidate was unique, I suggested that I conduct some market research.”

Solution: Turn to AdMall’s market demographics

“AdMall helped with creating the maps to show the client what other companies were doing [regarding] allocating budget to marketing,” said Gonzales. “AdMall also helped by identifying the industry and understanding how [the target audience] consumes media. [AdMall’s mapping tools] also revealed the areas to target based on zip codes [to create the oilfield recruiting campaign].”

Result: Increased revenue, with a happy client

Gonzales’s oilfield recruiting campaign pitch was a rousing success, as he was able to close the annual contract for $50,000.

“The CFO loved the presentation, and we were able to fill 120 positions in three months,” said Gonzales. “The AudienceSCAN was helpful in showing where the applicants spent the most of their time consuming media. The sales presentation, and competitive insights, are what closed the deal. We are now signing them on for another year and increasing the budget.”

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 14th year, this in-depth analysis of over 15,080 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Oil Refineries and Wholesalers

The petroleum industry is divided into three major components:

Upstream: Exploration and production (E&P).
Midstream: Processing, storage, distribution, and marketing of commodities.
Downstream: Oil refineries, petrochemical plants, product distributors, retail outlets, and natural gas distribution companies.

Some businesses in this industry are vertically integrated. In these cases, the businesses explore, transport, refine, and market petroleum products. Other businesses specialize in refining only. The majority of the 93 operable oil refineries in the U.S. are located in Texas and Louisiana. U.S. refining capacity as of January 1, 2023 was 18.1 million barrels per day.

Products include gasoline, diesel, propane, and heating fuel. Despite rising crude oil prices, volatility caused by the COVID-19 pandemic and Russia's invasion of Ukraine offset revenue growth. The value of products shipped by refineries in 2023 is projected to be $532.4 billion.

In 2015, the United States became a net exporter of refined petroleum products for the first time since 1949. However, since mid-2014, crude oil prices have declined due to slowing international demand and rapid production growth.

Oil is expected to continue playing a key role in energy supply for the U.S. for several decades. Here's how the energy consumption by fuel breaks out:

Oil 35%
Natural gas 28%
Coal 18%
Nuclear 8.5%
Hydroelectric 2.5%
Geothermal 0.21%
Solar/PV 0.42%
Wind 1.8%
Biomass 4.9%