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How One Energy Extractor Engages With Niche Markets

Zach Brooke

Kinetrex Energy enlisted the help of an agency to execute dual campaigns for two distinct properties

Goal

Good marketing is often simple. Many companies strive to reduce their essential business to a confident tagline, a Trojan horse carrying powerful emotional hooks. So it was no small task when Kinetrex Energy enlisted Dallas-area agency MCC to boost its profile as a provider of two technically complex products.

Kinetrex wanted increased awareness of its overall brand, but to get there, it needed separate campaigns for two distinct energy lines. Natural gas energy, acquired by the company at the wellhead and piped to customers’ tanks and hookups, was one. The campaign was to be limited to the small radius around Kinetrex’s Indianapolis headquarters, where the company could offer the prices needed to compete with rival suppliers. 

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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.