women in engineering day

Supporting International Women in Engineering day 2019

On the 23rd June, the Women’s Engineering Society (WES) will be celebrating its sixth year of International Women in Engineering Day. The international campaign was created to raise the profiles of women working within the engineering industry, create diversity, and focus on the ever-expanding career opportunities available to women.

Did you
know that according to 2018 statistics just 12.37% of engineers in the UK are

in Britain are doing more each year to encourage young women to explore and
consider a career in engineering, whether that be through hands-on student
groups, talks or awards.

Here at
Armitage, we believe men and women should be given the same opportunities to
begin a career in engineering; and it’s great to see such an important event
celebrating the outstanding achievements of female engineers throughout the

In order to support the International Women in Engineering Day, we will be taking part in their great campaign at midday on Sunday 23rd June for one hour, by spreading awareness using our social media platforms. The overall aim is to get #INWED19 trending so we can reach and inspire those around the UK and internationally.

could also help connect, support and inspire individuals and the industry by
joining the movement.

more information visit the INWED website here.



How to create value by converging your OT/IT operations

I am increasingly being asked to
write about the convergence between the worlds of OT and IT, this blog
discusses this issue and asks how industrial automation companies can help

Operational Technology (OT) and Information Technology (IT) convergence has become an important next step for companies on the IoT journey. But many companies are still playing catch-up.

  • OT refers to control and automation technologies which support operations
    – so shop floor equipment such as factory automation convey systems
  • IT refers to computer systems based in finance, HR and sales - so
    payroll, office computing etc

these activities have been separated because of security and compliance issues
however manufacturing companies are now playing catch-up and being tasked with
completely changing their business structures.

These changes
are happening because of the following;

  • The increased use of Microsoft technology with the adoption of databases to collect and analyse production and process data
  • The adoption of Ethernet-based communication protocols at machine level
  • The dispersal of web-based user interfaces
  • The increased popularity of mobile solutions to access data and perform tasks requiring Wi-Fi networks at the factory floor level

Companies that still have separate departments for OT and IT have a huge challenge, but it’s not insurmountable.  Making sure company goals are aligned and undergoing training programmes which bring OT and IT together to share different skillsets, will help to move these changes forward.

So, is this
convergence a good thing or is it potentially dangerous? Opinion is split with
some industry spokespeople suggesting this new
business model is  introducing
significant new risks, many of which are
catching organisations entirely unprepared. For example, nearly 90% of
organisations have now experienced a security breach within their Supervisory
Control and Data Acquisition and Industrial Control Systems (SCADA/ICS)
architectures, with more than half of those breaches occurring in just the last 12 months! And even more alarming,
most of those breaches have resulted in a high or critical impact on their
business, from compromising their ability to meet compliance requirements, to
decreased functionality and financial stability, and even affecting employee safety.

For those OT organisations responsible for
critical infrastructure, any sort of compromise needs to be taken extremely

This evolution
isn’t going away.  Time will tell how
many companies embrace the change and effectively merge these two vitally essential
functions and how many will ignore it, perhaps at their peril.

Virtual Reality and Augmented Reality

The Rise of Virtual Reality and Augmented Reality in Manufacturing

From consumer to manufacturing, virtual reality (VR) and augmented reality (AR) technologies are revolutionising the world today. VR is aiding manufacturers to digitally simulate the product or environment, while AR helps manufacturers to project digital products/ information into the real-world environment. Businesses are now planning their production and assembly processes out in full in a virtual world. In turn, this is used to speed up factory and plant commissioning and operation.

We are seeing big movement, especially in the high-tech industry sectors; but it will be interesting to see how the technology will pan out in small/ medium-sized enterprises (SMEs) later along the line. In this blog, we’ll discuss how VR and AR are impacting how we manufacture today.


Virtual Vs. Augment Reality

Virtual reality is currently booming in the consumer market and is easily distinguishable by the big VR headsets that come with it. Once you’ve put on the headset you have immersed yourself in a new digital environment. VR headsets incorporate both visual and audio simulation.

Whereas augmented reality is a slightly different concept that involves transferring a digital interface onto the real world. Augmented reality is more commonly associated with the Pokémon Go app or IKEA’s new feature that allows you to view your chosen sofa or wallpaper into your own home; projecting a digital animation in the real word.

It's clear to see that the industry is embracing VR and AR technologies as a way to display the full abilities of their systems. Last year, BEUMER group, a client of our sister agency Napier, used VR and AR technologies at their exhibition stand. The virtual reality allowed visitors to fully immerse themselves into a real-life example. This VR demonstrated the abilities of their system, from start to finish.

The team also set up an augmented reality that demonstrated the capabilities of BEUMER baggage systems. The augmented reality showcased what the future of technology-lead airports would look like. Read the full blog on the stand we had at the air exhibition show here


Design Development

Taking it back to the very beginning, VR and AR are supporting the development of products. We are now using VR and AR to optimise and refine designs from the very start; allowing us to review, adjust, and quickly modify design concepts and ideas before they even go into production. The tools provide capabilities to animate and visualise what is being designed, leading to virtual testing and analysis. With better technologies being utilised this early in the production process, we can expect greater products at the end.

Another benefit of using VR and AR in manufacturing is the virtual product simulations for new products in their development phase. Virtual product simulations are used to make it easy for anyone to understand the look and feel of upcoming products. Which means there is less of a need for everyone in the team to hold a technical background and understanding of complex 2D and 3D models and drawings. Which is an essential ability to have when looking for buy-in during the product development phase.


Full Virtual World of Production

We can begin to look at how Virtual Reality and Augmented Reality are affecting the production as a whole rather than for a single product. VR and AR enable businesses to speed up their operations and plan beyond one product, allowing them to plan out their whole production and assembly process in unison in one virtual world. More practically, AR and VR are aiding organisations to maximise productivity by positioning automation lines, production cells, robots, and people.

Rehearsing and training staff is a big task and guess what… AR and VR can do it for you! Younger generations are increasingly preferring interactive based learning. With the adoption of augmented and virtual reality, these game-like style teaching tools becoming a new trend.




5 Content Creation Hurdles and How to Overcome Them


Whether you’re B2B or B2C we are all aware that creating content for blogs, website, social media, and downloadable content is important. But if it were easy we’d all be churning out content like there’s no tomorrow… and that’s not the case, is it? That’s why it’s important to take it back a step and think about some of the hurdles that are holding us back and how we can overcome these challenges.

We’ve all heard how content is king and you’re probably pretty bored of hearing it, but it really is a vital part of your marketing strategy. Here are some key content creation hurdles and how to overcome them.



1. Not Mixing It Up

Once a writer has found their comfort zone it can be easy for them to continue writing in the same way, and eventually produce content that doesn’t feel fresh or unique.

Sticking with what you have done before (with the same structure and topics because you think that if it worked before then it will work again) is not the right approach and main reason why there is so much repeat content out there. This strategy might work for a while but is doomed to fail eventually.

How to Overcome:

Start by creating a list of blog titles that are relevant for your industry and your audience, if you are stuck for ideas think about what your site needs to be ranking for, and blogs to answers the queries that your potential customers may have. Once you have an initial list, you can use tools such as Google Trends or the HubSpot Blog Ideas Generator to expand this list by finding related topics.

Be unique and different – try new methods/ styles before your competitors do. Read and share content by industry leaders, to give insight and spark ideas for future blog posts for your own company. Frequently reading high-quality content will support your own content generation.



2. Balancing Creativity and SEO

When writing blogs or website content for your site it’s always valuable to keep in mind search engine optimisation (SEO). However, when faced with creativity over SEO it can be difficult to get the right balance. SEO is crucial for people to be able to find your site, but a blog that’s just written for the sake of SEO is not one that people are going to want to read or be interested in.

How to Overcome:

The key here is to choose your blog topic and a focus keyword (based on your SEO) and use the keyword where appropriate, but always write with your readers in mind! This means that the content must be well written and inform the reader of an area of interest to them. Keyword stuffing is not an effective route to go down.

Syndicated content is another solution to overcome this challenge. Producing syndicated content on other authority sites provides you with a backlink that will increase your sites SEO authority. This will also in turn, drive more traffic to your website and raise awareness of your brand to visitors of the authority site. Just make sure that these sites are relevant to your industry to ensure that your providing readers with useful content.



3. Time is Money

We are in fact against time itself when it comes down to writing content, we all wish we could produce great quality blogs in less time, but it doesn’t work like that.

Whether you outsource or write your own content, time is money, and writing good content is not quick nor easy. Companies often find that there isn’t enough budget to spend time on blogging in replace of activities that are considered to be more beneficial to the company.

Insufficient resources are amongst one of the many problems content makers face, especially in agencies when you’re constantly balancing client deliverability’s and fitting in time for your own content writing.

How to Overcome:

Delegation is a good method for splitting up the workload and achieving more content without too heavily impacting one employee’s workload. Of course, every workplace structure will be different, but this should be trialled to help overcome time challenges. When there’s a team of employees with different expertise, it allows better quality content to be delivered, by delegating content topics to people with specific knowledge.



4. Rising Above with Competition

Companies are now being faced with an increasing amount of competition when writing about the same topics that have already been mentioned in the industry; especially if your company is working within a small niche. Which brings the question, how do you produce unique content that stands out?

How to Overcome:

Make sure for every piece of content you post, it’s the best it possibly can be. Do this by taking the time to properly choose an interesting topic that will resonate with your audience. You should research your topic first, understand that good content isn’t going to be lightning fast to produce, and most importantly get your content proofed to ensure it hits the mark and that there are no grammar mistakes. There is nothing that will damage your brands reputation more than mistakes in their content, and it happens all too frequently.



5. A New Generation of Sponsored Content

There’s been a big shift towards the pay-to-play marketing and organisations paying for their content to get in the search results. Which, to be frank, is getting in the way of unpaid content being noticed in the organic search results. Don’t fear as organic still lives on, but as the big social media players such as Facebook and LinkedIn gain more intelligence and segmentation options, maybe it’s about time we consider opting for a part organic and part paid content strategy.

How to Overcome it:

As I mentioned, keep going with the organic but I’m encouraging you to give paid a go. For best results, define a suitable budget and set specific demographics for targeting your content at the right people, get goals (gain web traffic, more followers on social) and see if it is worth it. Try a few different approaches and see how it goes!



I hope this blog has helped you find solutions for some challenges content marketers face and inspired you to keep writing as your business grows.

Top 10 Tips to Deliver A Powerful B2B Email Campaign

In our digitally developing world, there’s no doubt that emails are one of the most effective ways to help build relationships with our leads. Communication through email can gather vital data to help your team boost its marketing performance and return on investment (ROI).

Here are our top 10 tips to help develop, execute and maintain a powerful email campaign, which will resonate with your audience:

  1. Know your audience with the use of a simple form

Start by identifying who are you going to send your emails to. Promote a simple sign-up form on your website homepage, through your social media channels, and blogs to kick-start the growth of your list of contacts. Keep the form simple, gathering data such as name, email address, job title and how they found out about your company is a great starting point to get to know your audience.

It really is a big open door to success. Finding out this information will enable you to answer many questions including; Who are our customers? What are they interested in? What are their most urgent concerns? What content do they want to see from us?

Once your audience is identified you can create buyer personas to help you deliver focused content, which will guide your audience through the buyers’ journey.

  1. Personalisation isn’t just another buzzword

Did you know that according to Campaign Monitor, personalising your email campaigns increases open rates by 26%?

Personalise your emails with the use of a first name or company name and include tailored content that will resonate with their persona. Keep your tone natural though, you don’t want to scare them off!

Once someone has signed up to receive your content, it’s always great to welcome your new lead with a friendly email telling them what to expect now that they have subscribed. You may find it beneficial to ask them to add you to their contacts lists, so that your mail doesn’t stray into their spam folder- this will help improve your email deliverability.

  1. Design your email campaign to fit your brand

Keep the delivery name of your emails consistent, so your recipients recognise who is emailing them. It’s also important to ensure that the overall design of your email campaign is consistent, so you can achieve maximum engagement and set a clear path for your audience. A different colour or theme for each email won’t help your campaign stand out. You want them to remember your brand and staying consistent will help you stay top of mind.

  1. Get the best out of your subject line

Make the most of your subject line. This is the first moment your audience will engage with your company and where you can really make your emails powerful, affecting the decision of whether your audience decides to open your email or just delete it immediately. Give the email a punchy subject line, or something they can engage with straight away. This could include a fact or statement, a question, or a general insight into what the content will provide them with. Make your audience want to open your email for the right reasons, then give them the right content to match…

  1. Make your content easy to R E A D.

This may sound obvious, but we’ve all seen emails that look so cluttered and full of content that we don’t want to actively read it. It’s fair to say that there is no point investing time and effort into writing a great piece of content if you’re not going to deliver it effectively. Divide your content into chunks so it’s easy to read, include images to support what you’re saying, and make your intentions obvious. If you really want them to download your piece of content, then make your call to action clear!

There’s nothing worse than sending content out without a purpose, this will only annoy your audience. You should only be sending an email when you have something valuable to say or share, and if it will be of interest to your reader. Without doing so could take its toll on the quantity of unsubscribes and ultimately, your ROI.

  1. Automate your messaging

Aiming for that added powerful impact, but just not enough time in the day? Using automated workflows in a marketing automation platform such as HubSpot, will help you deliver the right message to the right people, at the right time. With automation in place, you will simply be able to create tailored emails to your audience’s engagement history. If they enjoyed your previous email on social media, why not follow up with another email encouraging them to download a useful social media guide? Taking the small steps to engage with your audience in a natural manner will make your campaign feel less predictable, making your audience more likely to see your brand in a positive light, leave them wanting to know more, and as a result, progress through the customer journey.

  1. Testing, Testing, 1, 2, 3…

As your audience evolves, so should you.

Did you know that according to emailMonday around 47% of people use a mobile device to open their emails? By not optimising your emails to be mobile compatible, you could really be missing out on some exciting opportunities.

So before sending out an email to your contacts, make sure you conduct a variety of tests to ensure it will work on a broad range of devices. Software such as Email on Acid, MailChimp, Delivery Doctor, or HubSpot will test your emails to ensure they make it into your contacts inbox and through their spam filter. Testing will also ensure that your content appears as it should across various devices.

  1. Include Social Sharing icons

Including social sharing icons within your emails gives the recipient the option to carry on the conversation with one or more of their friends or colleagues. Regardless of the content or offer, this opportunity would help spread the word and allow more people to enjoy your content. You never know, social sharing could also bag you some additional subscribers.

  1. Accept unsubscribes and keep promoting to new leads

Although it’s not a great thought, we must accept that we can’t always please everyone and that we will receive unsubscribes. The latest GDPR laws stated we must give recipients the option to opt-out of receiving emails, and it’s better to have unsubscribes than emails that are marked as spam and affecting our campaign analysis. Having recipients that do not want to receive content anymore is only natural, their needs may have changed from when they first signed up. Look at it as a positive, you get to tidy up your database so you can focus on those who are still interested and left wanting to hear from you. Focus on your existing subscribers and keep promoting to try and gain additional subscribers.

  1. Analyse your results

By analysing your results, you will see just how well your email campaigns have performed. Metrics such as delivered rates, open rates and click through rates will help you identify just how well your emails are perceived by your audience. Over time you will be able to pull conclusions by comparing results, finding out which type of subject line works best for you, what time of day your audience opens emails the most, and what content they are most likely to download.



#STEMspiration for all of us

We’re in March and the chances are that you’ve broken your resolutions already, as have I, my landlady, my boss and my cat. The number one New Year’s resolution according to Statista is to eat healthier, followed by getting more exercise, with spending less and saving more coming in at 3rd.

But what about if we tried a resolution that was a bit different? We’re all for kicking off a new trend. This includes not beating ourselves up about the fact we picked up a chocolate bar on January 3rd – let’s face it, it’s too cold to diet – and starting again when we’re feeling more inspired. Let’s call it the #resolutionrevamp.

But more than this, we think it’s about time we all took a leaf out of Ann Makosinki’s book. Who you may ask? Well this bright spark was just 15 when she invented the hollow flashlight. The idea came to her when a friend in the Phillipines explained she couldn’t do her homework due to no access to electricity. Her recommendation, directed at teens at the TEDxTeen conference, was to “Pursue whatever you want to do…anything you dream of is possible but you have to start and work on it even if it’s just 20 minutes a day.” Advice meant for adolescents or not, I think we could all apply this to our daily lives. Yes, twenty-first century life is busy but without time for creativity, innovation and learning, our world wouldn’t be anywhere near as technically advanced as it is now.

It’s imperative that the next generation get stuck in when it comes to STEM. Skills such as HTML coding, software engineering and robot programming are just some of the many sought after abilities that employees are already in need of, and the future seems set to develop this demand even further.

But what about the rest of us? An idea which is echoed by our blog in April 2015 “Corporate Creativity: The Must Have Of The Digital Age” is that you’re never too young to learn a new skill. Why not make your 2018 resolution to have mastered the art of website design using user-friendly platforms such as Wordpress? Or even better, try and invent something that will make waves in this digital era.

The moment we’ve been waiting for – our zest for PR is celebrated at the Petroleum Economist Awards

Never in my three and a half years at Armitage Communications have I experienced such a build-up of emotions in such a short time. Over the last three weeks, there’s been an underlying tension building. Will we, won’t we? It’s been pushed back slightly from the forefront of our minds as our client’s projects maintained front and centre stage, but all along the suspense was rising in the background. We’d learned of our nomination for Energy Consultancy of the Year (PR).

At the beginning of the month an email was circulated telling us the good news – Armitage Communications had been nominated by the Petroleum Economist to be independently judged by a panel of industry experts. Completely anonymised, our approach to marketing digitalisation to the oil and gas sector would be evaluated by judges from the International Energy Agency (IEA), the organisation of the Petroleum Exporting Countries (OPEC) and the Oxford Institute for Energy Studies (OIES). The people that really know their stuff when it comes to energy, oil and gas.

We knew it would be a challenge to impress the experts but something told us we were in with a decent chance. Our strong engineering roots and capacity for thorough research means that all of our campaigns are based on accurate and useful information which will genuinely benefit the sector, such as how to meet new safety regulations and lower production costs. We decided it was worth shouting about the nomination, taking time to create an e-signature which encouraged our clients and suppliers to begin to root for us too.

We spread our news on our social media pages as well, using gifs to illustrate both our enthusiasm…


…and growing anxiety.


Before long the evening we’d all been waiting for had arrived. Suited and booted and glammed up to the nines, the Account Directors made the trip by taxi from our PR hub Mill House in Beddington, Croydon to One Great George Street in Westminster. Upon arrival the guests were treated to glasses of champagne before retiring to the Great Hall where a scrumptious feast of seared tuna with lime and ginger dressing, followed by braised lamb shank and a dessert of elderflower mousse, was served. Soft jazz music was performed on stage to quieten the nerves of the awaiting audience.

I waited restlessly at home for the news.

Around 9.45pm, Helen Robertson, Managing Editor for the Petroleum Economist took the stage to introduce the awards presenter of the night, Stephen Sackur. Presenter of HARDtalk on BBC World News, Stephen Sackur had just returned from Libya and cycled his way to the event in a black tie. “I am very committed to phasing out the combustion engine. Is that a terrible thing to say at a Petroleum Economist Awards Dinner?” he joked, breaking the ice.

As the awards began to be read out, the Account Directors were almost falling off the edge of their seats in anticipation. Ed couldn’t contain himself any longer and began eating all of the chocolate on the table to try and calm down.

My phone was silent for a few minutes as I stared at the blank screen.

Then the news broke…”Energy Consultancy of the Year (PR) goes to…Armitage Communications!” followed by loud applause and our exuberant team jumping up in excitement. David Armitage, Managing Director and Tim Haines, Account Director, took to the stage to receive the award – a proud moment for both men as they started the company together over thirty years ago.


I saw the tweet posted by @PetroleumEcon shortly before I received the many texts from my colleagues and an image of the award itself. Screaming with joy, I was just as thrilled as if I had been there sitting at the table with the team. A great moment for us – a fantastic night for a company that has worked together closely, using its understanding of automation, instrumentation, electrical, control and telecommunications technologies to communicate and raise awareness of the benefits that these technologies can bring to the world.

In other words, we are champs.

It’s not often that we sing our own praises but I think in all fairness, we deserve to make the most of this one.

And our story doesn’t end there. We have also been nominated for Comms Team of the Year at the Energy Live Personality Awards. Taking place on the 7th December, we’ll be sure to keep you updated. ;)

Got a new technology which could transform the industry? To find out how we can help you get your message across to the people who matter, email [email protected] or tweet us at @ArmitageComm.

Our fave five tools for marketing digitalisation to the O&G industry

A world without oil is a world without transport, buildings, laptops, cosmetics, clothing, medication and more. Vitally important in our day-to-day lives, oil has become the most important source of energy since the mid-1950s. Yet prices fell dramatically in June 2014.

This poses a problem for the Oil & Gas (O&G) industry as a whole – with prices remaining so low, how do these companies maintain their competitiveness?

The answer is with increasing difficulty unless they embrace the new technologies which support better insights, quicker decision-making and greater efficiency within day-to-day operations. Such advanced technologies allow operators to manage performance remotely and will transform the productivity of oil and gas plants around the globe.

But just how many O&G companies are prepared to change? How many are willing to embrace digitalisation?

Solution providers are embracing the challenge of turning O&G companies from technology-shy to committed participants with our help. 30 years of experience serving some of the world’s biggest blue-chip companies have given us an in-depth understanding of a range of technologies from automation and robotics through to telecommunications. Our experience has also taught us the best ways to reach the right customers, those who are likely to benefit from those technologies the most.

This experience has led to a number of successfully executed campaigns for a leading O&G supplier over the years and, most recently, to our nomination for Energy Consultancy of the Year (2017) in the Petroleum Economist Awards, alongside PR giants Edelman and Hill + Knowlton Strategies.

As an expression of gratitude for this award nomination, we have decided to share with you our favourite five tools for marketing new technologies to the O&G sector:

1) Whitepapers: A whitepaper engages the audience due to its rich, substantive content which educates the reader about the challenges and how the client’s products can overcome them. This leads the customer to grasp an understanding of their need for the product which proves far more effective than a direct sell. Combining innovative ideas with thought leadership on issues which are highly relevant and timely resonates with the reader.

Tip: Whitepapers must be thoroughly researched and planned. Without taking the time to do this, whitepapers simply won’t be effective.

Our O&G whitepaper has been referred to as the ‘Bible’ on digitalisation for the industry. It received substantial downloads via our client’s website and through advertising in industry leading titles. Why? Because we spent time extensively interviewing and researching the subject with clients, their customers and industry experts. Readers need only turn to page three to find pull quotes from an O&G player and a specialist in digital technologies.

2) Animations: Compelling content tells a story. This may seem simplistic at first and a more appropriate tip for a journalist, but the same rules apply when marketing to businesses. Animations provide the easiest visual way of accomplishing this. They enable us to get the message across within the right context and, when scripted correctly, provide a thorough understanding of a product’s features and benefits. It’s also worth noting that 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text (Source: Hubspot). Many people prefer the quick and easy method of absorbing information through video rather than words.

Tip: Write the script first and then decide the images that you want to use to promote that message.

Our animation maps the upstream oil and gas plant and the digital technologies which, applied to each area, enable plant managers to maximise production and uncover hidden profits. Shared across our client’s website and social media platforms, the animation has received a total of 23,065 views and 119 likes on YouTube.

3) Positioning documents: A positioning document communicates exactly how a client’s product fills a consumer need in a way that its competitors don’t. For example, our client needs to convince the oil and gas industry that their products and services are going to support the transition from industry 3.0 to industry 4.0.

Tip: Use persuasive techniques such as emotive language and personal pronouns as well as graphs, flowcharts and imagery to engage the reader.

The opening pages of a key positioning document we developed keep it simple. ‘Turning chaos…into clarity’ provides a strong juxtaposition of the industry’s potential before and after digitalisation. From ‘dumb data’ to ‘analytic intelligence’ and ‘growing complexity’ into ‘simplified processes’ the highly contrasting language positions our client as the leader of the pack.

4) Infographics: Sometimes new technologies and their applications need to be communicated in a visual way to explore the benefits which are found at each stage of the process over the coming months and years. In this way, customers gain an insight into the long term advantages and improvements of installing our client’s products and services within each area of the plant.

Tip: Where possible, use real-life success stories explaining the products in action at existing customers’ businesses.

An infographic we created, available in static and interactive form, maps the journey from the upstream oil and gas pollution plants through to the downstream petrochemical plants. Mapping the benefits of digitalisation at each stage using case studies from ‘lowering costs by up to 30%’ at a FPSO to the control of ‘1850km of Europe’s gas demand’ at a natural gas pipeline gives the prospective customer a more in-depth understanding and belief in the success of our client’s solutions.

5) Microsites: As an agency we also endeavour to understand the most complex topics affecting today’s oil and gas operators. For example, Functional Safety, whereby analysers and instruments perform demands which prevent hazards occurring, has often confused industry participants.

Tip: Express your expertise loud and clear to position the client as a thought-leader.

In order to ensure that operators understand the role that our client’s products play in maintaining process safety, we created a dedicated online resource. This microsite includes information about our client’s safety management and training services as well as many PDF downloads for guides explaining the many aspects of Functional Safety from safety requirement specifications (SRS) through to industry good practice. Encouraging prospective customers to visit this website as a reliable source of educational information, not only promotes a growth of trust in the brand, but increases the likelihood that it will be our client’s products that the operator chooses to purchase when the time is right for them.

Our fave five tools for marketing to the O&G industry can, in theory, be applied to any other business market. Executing a marketing strategy which uses in-depth industry analysis as a foundation for content is a sure-fire way to get products and services in the limelight. The next challenge is to decide what mixture of collateral to use. We believe our multi-channel approach, such as the promotion of whitepapers, positioning documents, animations, infographics and microsites, linked with aligned traditional advertising methods, is the only way to ensure that your prospects are reached at all levels.

To find out more about how we successfully market new technologies, simply drop us an email at [email protected] or tweet @ArmitageComm.

Will Brownies be our future tech queens?

Collecting badges was as exciting as collecting insta likes.

For the first time in a while I’m wishing that I was ten again. Most of the time I enjoy my young adult life but more recently I’ve been reconsidering my hobbies.What can I enjoy for free? And possibly make a little pocket money from at the same time? I know that some bloggers get fantastic perks – free clothes, free meals out at restaurants, and even all expenses paid trips if they become Zoella-level famous.

I have a confession to make though. I’m not highly skilled at HTML coding, a talent which is useful to have if you’re a blogger.

Last month the news broke that the Girl Scouts of the USA have rolled out badges in Robotics, Engineering and other Science, Engineering, Technology and Maths (STEM) subjects. At home I have a sash from my days as a Brownie. I was one of the Elves and my first badges included a broom (House Orderly), a tea cup (Hostess) and a spider web (Craft). I greatly appreciate how these skills have helped me in my young adult life but I seriously doubt whether the Boy Scouts were told it was crucial that they learn how to make a sandwich.

Today’s Girl Scouts will be encouraged to develop their skills in areas such as cyber security which have traditionally been perceived as male-dominated. Our 2015 blog ‘The STEM of gender bias’ examined how toys are colour-coded so as to differentiate between the boys and the girls. It’s about time that belief systems were disrupted – encouraging girls as young as five to understand concepts such as cyber security will help lead the way.

According to Assistant Professor Vanessa LoBlue, young children’s initial concepts about gender are flexible. It is only when children reach the age of around five that concepts around gender begin to be developed. Children then begin to actively seek out gender-related information. Faced with a world which encourages girls to play with dolls and guys to play with trucks, it’s no wonder that many girls grow up to believe that they’re not suitable for jobs in IT, or in mechanics or engineering.


"My badges are better than yours, boy."

Chief Operating Officer Sheryl Sandberg knows a thing or two about what it takes for a woman not only to become a C-level member of staff but to compete with the male candidates for a job at one of the world’s most valuable tech companies, Facebook. Rated by Forbes magazine as number 10 in the world’s biggest tech companies, Sheryl worked hard to get where many women wouldn’t even dare to dream, but she wasn’t without her insecurities in the process.

Reading economics at Harvard, Sheryl Sandberg explains to Kirsty Young on Desert Island Discs that she struggled with self-doubt. “We know that women more than men suffer with the imposter syndrome and systematically underestimate their own performance. Every test I thought I was going to fail. When I did well I thought I had fooled them.”

Initiatives like those of the Girls Scouts where young girls can now receive badges for developing programming, coding and cyber security skills will hopefully encourage more young girls to consider themselves capable of leadership roles in large technology companies such as Facebook. Women are largely underrepresented in these fields, an issue that I believe will change as more and more young girls are introduced to these subjects from a young age.

Girl Scouts, I salute you. I only wish that I could join. Is 26 too old?

Image 1 Credit: Finished my #Brownie & #GirlGuide badge quilt! Juststarting leader training with @girlguidinguk too... by Sarah Joy

Image 2 Credit: Brownie and Cub compare badges by Girl Guides of Canada