Sunwapta Blog

Sunwapta Blog 2017-10-18T21:49:02+00:00
29Mar 2017

If Marketing Is a Growing Asset, Would You Invest More?

By | March 29th, 2017|

Marketing Assets Factory

For most Oil and Gas (O&G) service companies, marketing works like this. You put money into it, and if it works, you get some leads. Marketing is an ongoing expense instead of an asset. Stop spending, and you stop getting results.

Sales Assets

Sales work much the same way. The biggest difference is it is primarily composed of people. If customers are spending somewhere and you want more sales, you either motivate your sales team a little more or hire additional sales people.

There are two common types of sales people everyone talks […]

22Feb 2017

To Win, Understand Your Buyers Better Than Anyone Else

By | February 22nd, 2017|

Understanding the Buyer's Journey in Inbound Marketing

Ultimately buyers are responsible for making wise purchases. However, they usually need help. That is your opportunity to guide them through the buyer’s journey.

Buyer’s Perspective

When buyers don’t know how to differentiate their vendors or the solutions they provide, they focus on price.

It is easy to blame vendors for not making things clear in their marketing and sales literature. How many buyers know what questions to ask a supplier, so the important differences are evident?

To get […]

9Feb 2017

3 Times You Really Need a Good Financial Model

By | February 9th, 2017|

Business Growth and Financial Modelling

Running out of cash is the biggest risk a growing business faces. There are three instances when the risk is much higher.


We’ve been in business for over 16 years. I’ve been studying what makes businesses successful (or not) for much of that time. These are the lessons I’ve picked up.

You have a much better chance of survival if you can anticipate problems with your business strategy, planning, and operations. Unfortunately, many business owners rely on very simple projections and assumptions when planning. […]

31Jan 2017

No Clients, Chickens or Eggs, and the Walking Dead

By | January 31st, 2017|

Entrepreneur searching for the Golden Egg

I always find it sad to hear about an entrepreneur on the verge of losing their business.

I’ve been there. When you’ve put years into something, the feeling of loss can be devastating.

A nearby engineering firm used to employ close to 10 people. Last time we talked to them, they were down to two clients and two employees; part-time. They don’t even have a website. When times were good, they sold on the strength of their network and referrals. Now the owner was willing to spend some money […]

9Jan 2017

Nasty Politics: 5 Emerging Trends to Watch in Marketing

By | January 9th, 2017|

Crocodile showing nasty trends in politics and marketing

The US election is finally (sort of) over.

After one of the most bitterly fought primaries and general elections, the only thing I can predict with some certainty is that volatility is going to continue politically and we are going to feel the impact on business here in Alberta.

What I am seeing are some trends around branding, media, communications and marketing that we should all find disturbing. They play to our natural instincts and are therefore dangerous to critical thinking. They manipulate […]

6Dec 2016

The Mystery in Marketing

By | December 6th, 2016|

Alien Spaceship X-Files

The Truth is Out There

This month’s theme (Oilfield Pulse) is about conspiracy theories. This theme immediately got me reminiscing about the X-Files television series. It is possible, that somewhere behind all the woes we are facing as a province and industry, there is cigarette smoking man who is somehow in on it.

Or, maybe the truth is more mundane.

It could be that we still don’t have those pipelines because people don’t want them in their backyard for an abstract benefit […]

6Oct 2016

The Hidden Costs of Failing to Innovate in Sales

By | October 6th, 2016|

What are you doing to innovate how you market and sell your products and services? If you are trying to survive and even thrive at today’s oil prices, these two functions are the key to competing and staying profitable.

6Sep 2016

How Does Your Value Stack Up In A New Market?

By | September 6th, 2016|

Target Misunderstood Value in Canada - A New Market

If you are unprepared or desperate, entering a new market can kill your business. Deep pockets won’t always save you either.

Remember Target expanding into Canada back in 2013? They had deep pockets and resources. Then after a series of missteps, they pulled out roughly two years later, incurring financial losses in the billions.

Target Canada made a lot of mistakes starting with […]

23Aug 2016

The Hidden Traps When Manipulating Fear, Hate and Hope

By | August 23rd, 2016|

Spooky black cat eyes

You don’t have to be a Sith Lord to misuse the power of fear in your marketing. But you must embrace ownership of the consequences.

“Impressive. Most impressive. Obi-Wan has taught you well. You have controlled your fear. Now, release your anger. Only your hatred can destroy me.” ~ Darth Vader

Selling Fear

Marketers have been peddling fear for years. Politicians and their campaigns have become adept at marketing and selling fear.

Fear sells.

One problem with attracting people […]