Schlumberger’s Innovative Catalog for New Segment Launch

Background

Schlumberger, a leading provider of technology and services for the oil and gas industry, recognized the need to communicate effectively about its new product segment. The goal was to create a comprehensive catalog informing audiences about an extensive range of tools, products, and services while enhancing the company’s positioning in the market. This initiative aimed to produce original content, including case studies and technical reports, alongside visually compelling data references.

Challenges

1. Content Density: With a vast array of products and services to cover, the challenge was to present intricate data in an engaging format that would not overwhelm the reader.

2. Visual Quality: High-quality visuals were essential to highlighting each tool's features. This required a significant investment in custom illustrations, renderings, and professional photography.

3. Brand Consistency: Maintaining a cohesive visual identity across the multi-book catalog was critical to reflect Schlumberger’s brand values and enhance user experience.

Impact

Before developing the catalog, the company needed help informing potential clients about its offerings. The absence of a unified resource made it difficult for customers to navigate the array of products, leading to missed opportunities in engagement and conversion.

Solutions Implemented

To address these challenges, Schlumberger initiated a significant project to develop a three-book edition catalog with a custom insert. The key components included:

1. Comprehensive Content Development: A dedicated content team created original documentation spanning over 750 pages, including detailed product data descriptions, case studies highlighting practical applications, and technical reports outlining service capabilities.

2. Art Direction and Design Excellence: The project included professional photoshoots and the design of custom illustrations and renderings under the guidance of an experienced art director. This approach ensured that each tool's details were visually striking and easily digestible.

3. Structured Layout:The catalog was carefully organized into three distinct books, with a consistent layout that facilitated easy navigation. Infographics and visuals were strategically placed to emphasize critical information and enhance readability.

Results

The new catalog significantly enhanced Schlumberger's ability to engage its target audience and convey the value of its offerings. The high return metrics following the project include:

• Increased Engagement: Following the catalog launch, engagement metrics, including time spent on product pages, increased by a reported 50%.
• Higher Inquiry Rates: The catalog led to an impressive 70% increase in customer inquiries regarding the featured products and services within the first quarter after launch.
• Improved Conversion Rates: Schlumberger experienced a 30% rise in conversion rates for product-related inquiries, indicating a more informed customer base and effective communication of product benefits. Positive Customer Feedback: Surveys indicated that 85% of clients found the catalog helpful in making purchasing decisions, significantly enhancing customer satisfaction and brand loyalty.

The successful development and launch of Schlumberger’s three-book catalog edition has transformed the company’s ability to communicate with its audience. Schlumberger has significantly improved its market positioning by focusing on comprehensive content creation, high-quality visual representation, and a cohesive design strategy. This case study illustrates the profound impact of well-crafted informational resources in maximizing customer engagement and driving business growth.