Why Case Studies?
We successfully landed two full-length feature stories in key trade publications using well-crafted customer stories from Compelling Cases as our approach with editors.
Rick Clouter
Vice President of Marketing
XAware, Inc.
Stretch Your Marketing Budget and Build Credibility
Potential customers, partners and investors do their homework when it comes to investing in companies, products and services. As marketers, it's our job to give them the information they need to make buying or investment decisions—and help them feel confident about those decisions.
That's why detailed case studies that showcase our current customer successes are powerful tools that give potential customers and investors the confidence in what we have to offer. Here are just some of the reasons why case studies should be a key component in your information campaign:
Credibility
We don't believe everything we read, especially when it comes to marketing and advertising. However, there is tremendous value in the true words of your satisfied customers. When they are willing to talk about their first-hand experience with your company, product or service, and share the value they have seen, their words carry a lot more weight than any collateral materials ever can.
Mileage
Case studies offer exceptional marketing mileage. Print them for sales calls and trade shows. Publish them on your Web site. Use them to pitch a unique PR angle. Share them with potential partners and venture capitalists. It's tough to find another marketing tool that works so well for so many different audiences.
The Mirror Effect
Potential customers want to see themselves and their concerns in your marketing. With case studies, you have the opportunity to show exactly how your product or service filled a need and solved a problem—and brought a return on investment—for every industry you serve. Show manufacturing prospects how other manufacturing customers benefited. Illustrate to financial services prospects the ways in which your financial customers use your product/service. A strong, established case study program will include several cases for all the industries you are targeting.
Higher Price Tag Demands More Information
When we're in the market for something like a car or computer, we all do our homework, reading consumer reviews and anything we can find on the subject. The higher the price tag of the item, the more research we all do. In business, it's no different. Buyers want all the information they can get. If they contact you, you can give them references to call about your product or service. However, many like to conduct their research independently, such as online. Customer case studies allow prospects to read the testimonials of your satisfied customers at their convenience and build the value necessary to help them invest in what you have to offer.