During oil and gas downturn, H&M Pipe Beveling Machine Co., Inc. utilizes innovative marketing to defy down economy

By Ryan Day, VP Sales & Marketing, H&M Pipe Beveling Machine Company Inc.

When the oil and gas business slows down, the very first budget cuts are marketing, advertising and public relations; a somewhat hasty business decision H&M has decided to avoid.

When you read about the downturn in the oil and gas industry, it seems most news stories are more inclined to be about its effect on big oil companies, like Conoco Phillips, Chevron and Shell. However, the oil and gas industry is much larger than some may realize and its current downturn is certainly a challenge for more than the big global players. Many smaller companies who provide supporting services and technology have also had to face difficult decisions concerning layoffs and cutbacks. On the contrary, H&M Pipe Beveling Machine Company in Tulsa, OK has decided to take an alternative route to defy the down economy.

Typically, when business slows down, the very first budget cuts are marketing, advertising and public relations; a somewhat hasty business decision H&M has decided to avoid. If sales are down, why slash the very budgets of those whose sole purpose is to increase business?

Instead the Tulsa based company plans to continue writing news releases about their products and the technological innovations proprietary to their company. They also plan to increase marketing communications to maintain and improve awareness of their brand and build lasting relationships with current customers.

When in a down economy, W.K. Kellogg once said, “Double our advertising budget! This is the time to go out and spend more money in advertising.” And that’s exactly what H&M Pipe Beveling Machine Company has done with the recent launch of their new responsive mobile website, which showcases advanced technology and a state-of-the-art 3D product visualization.

The new mobile friendly site is responsive across all devices, allowing users to scale it up or down to fit various screen sizes. No matter the device, the site maintains a clean design, allowing today’s smart phone and tablet users easy access while on the go. An overall improved user experience is evident with the site’s easy to use navigation and extensive product information. Not only fresh and stylish, it also delivers important information with Resources and “How-To’s” on various pipe cutting and beveling products.

The 3D product visualization uniquely demonstrates H&M’s new Model #1 Advantage Saddle-Type Machine. Visitors to the site get to experience every component of the machine as the 3D animation visually breaks it down on screen.

Check it out here!

During times like these, it’s interesting to look at the history of different industry downturns and consider who came out on top. Winners are typically the companies who maintained or increased their marketing and advertising budgets, kept sales forces strong and consistently looked alive during a down time. Bad decisions can be very costly, as we are reminded of Wal-Mart’s decision during the recession in the late 70’s to drastically cut back on advertising and the sales they subsequently lost to the then, up-and-coming Target.

Founded in 1934, H&M Pipe Beveling Machine Co., Inc. is a family owned and operated business well known for having produced the industry’s very first portable pipe cutting and beveling machine. H&M carries a complete line of pipe-related products for use on major pipeline and construction projects worldwide. Determined to remain an industry leader, H&M continues to set precision, quality and portability standards in all its machines, tools and accessories today.

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