Strange bedfellows in industry-sponsored advertising campaign

The term “oil and natural gas industry” superimposed on wind turbines in this banner ad caused me to do a double-take.

Was this some sort of parody?

The Onion at work?

My curiosity was piqued. Definitely a “What’s up with that?” moment. “Learn more” it beckoned. Hooked.

Simple. The answer was at EnergyTomorrow.org. Click.

I’ve arrived at a website fit to teach me all about the oil and natural gas industry—there’s even an “Oil & Gas 101” course. Wind energy, not so much.

You’ve got to hand it to them—very clever. Next click: “Who We Are”.

Surprise! It’s the American Petroleum Institute (API). Gotcha, maybe?

The API websites are up-to-date and well-done. They are chock full of relevant content that creatively supports their industry’s position. They’ve done a good job of integrating social media too. All the right moves.

But, I was still searching for that elusive wind turbine connection. A bit more digging led me to the print ad below: “Exploring for renewables”. Nice pun. Evidently spawned the banner ad too—same wind turbine, same guy with the hardhat. Regardless, clever marketing that stays on message.

How is the API connecting their industry’s messaging to renewables here? It’s a simple and straightforward consumer-centric approach.

Here’s the full ad copy:

Most Americans know oil and natural gas heat our homes and get us where we need to go. What many may not know is just how vital they are to the viability of renewable energy sources.

Oil and natural gas polymers are essential to the manufacture of components for solar panels and wind turbines. And since we can’t always rely on the wind and sun, natural gas provides a clean, efficient source of always-available, on-demand electricity to back up renewables.

The U.S. oil and natural gas industry supports more than 9.2 million American jobs and contributes more than $1 trillion each year to the U.S. economy.* And by providing vital feedstocks to make a wide range of products, from health care to agriculture to electronics, oil and natural gas contribute in ways most of us haven’t even imagined.

* The Economic Impacts of the Oil and Natural Gas Industry on the U.S. Economy, PricewaterhouseCoopers LLP, September 2009 (Sponsored by API)

The API ad makes connections that will resonate positively with lots of folks—especially with those who don’t closely follow the renewables industry.

First, they remind us that we need them in our everyday lives. Next, they show how both the wind industry and the solar industry needs them—in more ways than one. Finally, they drive home the point that the oil and natural gas industry significantly contributes to the economy—with wide reach encompassing “ways most of us haven’t even imagined”.

That’s hardly a ringing endorsement of renewables—yet no negativity.

The ad copy is well-written, difficult to rebut complementary positioning. The jointly authored endorsement in Politico by AWEA’s Denise Bode and T. Boone Pickens reinforces the API’s stance. Remember, they made the case last May “for wind and natural gas to meet America’s needs.” Doubt they envisioned a wind turbine in a fossil fuel industry ad though.

The goal of this article is not to debate the on-going—and often polarizing—arguments, motives, methods, messaging, or positioning of the API. You can find plenty of heated discussions about fracking elsewhere.

Instead, it merely examines how the API recognized the visibility of renewables, seized the opportunity to incorporate that dynamic in their messaging, and creatively made their case in the process.

They used a wind turbine to drive traffic to their website—to showcase the value of oil and natural gas in the energy mix. Ingenious.

Niccolo Machiavelli said:

Whosoever desires constant success must change his conduct with the times.

The API is doing just that—and doing it well.

This simple ad shows they grasp that good messaging wins mind share.

Creativity works. Today, the consumer is playing a more important role than ever before in the success of renewable energy policy and projects. Use it.

In the renewables business? Assess your messaging and adjust accordingly.

Pay attention or pay the price.