Steve Staedler – Public Relations Account Supervisor
Businesses saying that their products and services can add value to a customer’s operation is good, but having a customer who is willing to say it for them can make the message more powerful and credible. Case studies are a classic marketing tool that tells the story of how a customer used a client’s product to overcome a problem. Most clients understand the basic principles of a case study’s value, but they may not know how to pick a case study subject or how to truly get the most out of the content.
Case Study Checklist
The most important attribute to look for in a potential case study interviewee is a happy customer. Companies that have worked with the business for a long time, repetitively made big purchases, sought them out at trade shows or have a positive relationship with their sales rep are great candidates.
Closely following the customer’s satisfaction is the uniqueness of the application. Not only does a more interesting story help with earning media placements, but it can also make the case study a more useful sales resource when pitching new prospective customers. Unique applications highlight the extremes of a business’s capabilities and show how far its products and services can go for customers. Having a success story that is more complicated or specialized than the potential new business can help assure leads that the company will meet their needs.
Another factor to look for in a good case study candidate is the size of the company. This does not impact the quality of the story, but rather the likelihood that the company will be open to participating. Case studies are not just a great opportunity for the company that sold a product or service; they are also a chance for the customer that received it to earn some free publicity and storytelling. Small- to medium-sized companies are much more likely to offer their time for this resource and are usually more excited to discuss how their business has improved. Larger companies may not need the publicity, and they may have some additional logistics, red tape and requirements for using their likeness or name in a story.
Content Mileage
One of the biggest perks of developing a case study is that the content is multifunctional. Publications tend to love case studies, and, depending on the industry, they can be an almost guaranteed editorial placement. This gets the message out in front of key audiences and shows exactly how the brand can enhance an operation.
Case studies also translate well to more visual media such as photos and videos. Many brands will have good stationary product images but not many action shots. Going to a location where the product is actively in use allows the company to capture images and footage of real applications for more compelling imagery that can help future customers visualize how the product will look and work in their business.
A longer video can also be made from footage collected at the site that includes interviews with the customer, sales rep and any additional parties. Much like the article, this storytelling method can be published and used as a sales resource. Videos are highly engaging and flexible, with the ability to be cut and shared on social media, in eblasts, on the company website and wherever else new leads are seeking information.
No matter how the story is packaged and shared, a customer talking about positive experiences with a brand is impactful. This is especially true in B2B, where the decision-making process for an acquisition is generally longer and more thorough. Case studies bring confidence and indisputable evidence that a brand can provide the solution a customer needs.