Leveraging Your Customer Case Studies in Technology PR
By Casey Hibbard; originally appeared in PRSA TechConnect.
Put simply, PR is about powerful stories. And few stories are more compelling than the ones about real-life customers saving time, money or doing business better as a result of your product or service.
In technology PR, we take the age-old concept of the customer story or testimonial to the extreme, creating detailed case studies on a customer's positive experience. They back up our ROI proposition and build confidence in what we're offering. Yet companies often don't exploit case studies to their full potential in the PR process—despite the fact that many of us must stretch every marketing dollar.
Beyond posting case studies on the company Web site and using them in the sales process, technology companies can leverage their case studies as a PR tool in several ways. In fact, for many technology PR and marketing practitioners, case studies are their chief tool for story placement.
Post-Internet Bubble, Editors Increasingly Look to Case Studies
Though case studies have long been a staple in technology marketing, in the post-Internet bubble, these "true" accounts have perhaps taken on an even greater importance in PR, according to Judy Schramm, founder of JMR Consulting, which specializes in marketing for small software companies.
"So many editors were burned by writing about things that didn't exist that they now insist on having users willing to talk," Schramm explained. "A case study proves a user will talk and offers a preview of what they can expect. It's proof your company can deliver what it promises, which is confidence editors and customers need."
Schramm regularly uses case studies when pitching to editors. Publications realize the value of running stories that educate readers about true solutions. She noted that some trade publications even print case studies verbatim, if they're well written. Other times, they use them as a foundation for crafting the story using their own staff writers.
Trade Publications Create Sections Just for Case-Study Content
Many publications have even begun including regular sections for case study-type content and name them explicitly, "Case Studies," or more subtly refer to them by names like "CRM in Action" or "E-Business in Action." They are always on the lookout for outstanding stories that they can either write themselves or run as contributed articles.
In most cases, your stories have multiple angles and potential target publications. For example, a case study on how ERP software solved a problem at a manufacturing company could be targeted toward local, general business, general technology, ERP and manufacturing industry publications. You can pitch it to various publications, each time with a different angle. Some companies even hold off on posting their case studies on the Web or printing them in an effort to preserve them as fresh news.
Follow Standard Journalism Style
So, what are editors looking for in case studies? As with any pitch, they look for a unique angle and stories addressing a hot topic with their readers or industry. While big names are attractive, they aren't essential if you have a strong story. Follow standard journalism practices with heads and subheads, quotes and even Associated Press style. Keep the design clean and the story engaging. Anything that looks too flashy or marketing-oriented will turn editors off.
Content-wise, editors want case studies that quantify results like time savings, cost savings, personnel efficiencies and so on. They'd like to see hard facts about the featured company's needs and how the product or service met them. Back up each claim with as much fact and detail as you can.
Boost Your Chances for Implementation Awards
Beyond direct pitching, case studies have other seldom-used PR applications as well. A CRM software vendor submitted a star case study to industry analyst Aberdeen Group for consideration in its annual "Top Ten CRM Implementations" list. The company was named to the prestigious list, which made news in dozens of publications.
While case studies may not be accepted in for all awards or industry honors, it pays to look into opportunities like this—especially if you already have your best story written and ready to go.
Include Customer Stories as Educational Content in External Newsletters
You might also consider recycling those success stories in your external newsletter. A large Denver-based software maker has created an e-mail newsletter that entirely features its case studies. It's used as a resource to educate both current and prospective customers about how users integrate the company's products and services in their workflow. Each quarterly issue features up to 10 case study briefs on various products, each with a link back to the full case study and additional product resources on the company's Web site.
Or, you could consider simply featuring one customer implementation in your general newsletter each month. This accomplishes multiple objectives: you educate existing customers about ways others use the software—perhaps applications that they have not yet considered—and you create credibility in prospects' minds by showing the ROI of your offering.
Beyond these mainstream PR applications, you can extend your case study use even further. Pull selected testimonials out for use around your Web site or in collateral materials. Reprint shortened vignettes of the stories in a capabilities brochure. Package them into PowerPoint slide presentations that sales reps can easily insert into their presentations.
Or, come up with your own creative ways to use your star stories. But most importantly, make full use of your customer stories. You've invested the time and resources to create the case studies, and secured your clients' permission to use them. It's worth the time and effort to look for as many ways and opportunities to get the story out.