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9
ways to generate more payback from a case study
by
Steve Slaunwhite
A
case study is a valuable addition to your marketing arsenal.
It not only features the success of your product in
action, it also enjoys high readership among prospects and
customers. After all, everyone loves a good story.
However,
marketing professionals sometimes make the mistake of using a
case study in only one way — as a press release, for example
— rather than disseminating that success story across other
sales, advertising, PR and marketing channels.
A
case study is highly versatile. It can benefit your company at
multiple points along the communications spectrum.
Here
are some ideas:
-
Use
it in a press release.
A case study can quickly be abridged and reformatted into
a press release. Be sure to note that a longer, more
complete case study version is available. Editors might
pick it up.
-
Mail
it to prospects and customers.
This is a terrific way to keep in touch, raise awareness
about a new product or service, and even convert prospects
into customers.
-
Give
it to sales.
Sales people love case studies. They use them in
presentations, to illustrate key points and as
testimonials. A case study is often more convincing than a
brochure.
-
Post
it on your web site.
Want to improve traffic to your site? Keep refreshing and
adding solid content. A case study certainly qualifies.
-
Use
in as a story in your newsletter or ezine.
Success stories based on real-world applications get the
highest readership in company newsletters and ezines.
-
As
a speaking topic. If your executives speak at meetings
and conferences, a case study makes an excellent
presentation. The content can easily be converted into
PowerPoint™ slides. The printed case study itself can be
used as a handout.
-
In
lead-generation programs.
A case study makes a terrific “free giveaway” in an
ad, email, direct mailer and on a website. In direct
marketing, we call this strategy an Information Premium.
It works!
-
For
testimonials.
Testimonials help make benefits believable. The quotes you
gleaned from happy customers for the case study can also
be used — with permission, of course — in ads,
brochures, websites and more.
-
As
a trade show handout.
Case studies are a great way to break through the clutter
of flyers and brochures that permeate trade shows. One of
my clients even had a case study enlarged and printed on a
trade show exhibit wall!
A
case study takes a lot of work to plan and prepare. But, if
you leverage it throughout sales, marketing, advertising and
PR, the payback is rapid.
________________________________
©
2004, Steve Slaunwhite. All right reserved.
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