Posts Under: Rick Wilkes

Pushing the Marketing Envelope Gives OPIS a Winning Event

Yesterday, I came across an article in Ad Age by Traci Alford, president & CEO of Effie Worldwide, that said this: "Our data clearly show that campaigns whose approach to testing the boundaries is a little tepid perform considerably less-well than those aggressively pushing the envelope. If you want to stand out with consumers today, you simply can't skimp on bravery."


The Importance of Emotional Hooks in Websites, Webinars, AI and Retention

"I think emotion is underrated in any kind of marketing, particularly with websites," Rick Wilkes, OPIS director of marketing, told us last year at SIPA Annual 2018 during a session titled Transforming Your Website into a New Prospect Magnet. "On the new OPIS site [and still today] you see a refinery at sunset, and that's the best a refinery is ever going to look. You'd be amazed in stock photography how many fuel places are within sunsets. It's very soothing. So it's a big bold image [and the words,] 'Buy & sell oil & gas products with CONFIDENCE'—and the confidence is the emotional hook there."