Untapped Marketing Assets: The Case Study

Do you have a great product or service?

Do you have current customers that are happy with what you’ve provided them?  Would it be helpful to have some ways to get that product or service in front of more customers without having to spend more money to do it?

If social media, and the viral nature of modern technology have shown us anything, it’s that enthusiastic customers are one of the most powerful tools, and one of the quickest methods of delivery to increase your exposure and ultimately your sales.

So how can you get more out of an existing relationship with a satisfied customer?

One example: a case study.

Tell a short story of someone who came to you with a need, and how you were able to help them.   Consumers are getting savvier every day and don’t just want to hear about features and benefits, they want to know the bottom line:

What have you done for others that you might also be able to do for me?

Writing an effective case study can be simple if you have a basic formula to follow:

1. Customer Name
2. Business Challenge
3. Solution
4. Result
5. Testimonial

For example, our system helps businesses identify and eliminate the waste in their sales and marketing processes by uncovering their existing marketing assets, and leveraging them for increased sales and profit. Our clients come to us in different situations, with different marketing assets in place, but have one thing in common:

They need more sales and don’t have money to spend.

I might put together a case study like this:

Customer: Merrill Scott and Associates – Financial Planning firm.

Business challenge: The company was investing $20,000 a month for a single advertisement in a national publication. They were also hiring outside, independent sales representatives. Sales were stagnant. The company wanted and needed a better return on their marketing investment.

Solution: We were able to execute all seven steps of the marketing system without increasing expenses. We created, and then integrated a good USP into the existing monthly advertising. A system that tracked and held sales people accountable for the leads that corporate was providing them was implemented.

Result: The USP increased responses to the ad which doubled from an average of 40 to an average of 80 leads a month. The system of tracking and accountability increased closing rates from 10 to 20%. Revenues increased from $3.5 million to over $7 million in one year, and with no increase in advertising expenditures, the increase was very profitable. Merrill Scott experienced an ROI of 29 times their investment in the system.

Testimonial: “I saw all seven steps of the system work together to increase our sales from 3.5 to over 7 million in one year. You need to implement all steps because you’re not sure which ones may or may not work the best. The key for us was the system of execution. The system allowed us to see which steps were working and which ones we could improve.” – Mark Castleman, Senior Financial Planner

It is very important to quantify as many of the results as you can with specifics.  For example, showing how your solution has improved your customer’s profitability will leave a powerful impression.

There are a couple of reasons why it is best to write the case study yourself, rather than ask your customer to write it.  First, writing your own case study allows you to control the message and emphasize any specifics you want prospects to hear.  Second, if it’s already written, your customer can quickly and easily review and then approve what you’ve written.  If they are left to write the case study themselves, it may not happen as quickly as you’d like, if at all.

A good case study will be less than 300 words and should fit easily onto one page.  You can share your case studies on your website, blog, in company press kits, in newsletters, email follow-up campaigns, and any other marketing or promotional material.

If your marketing and advertising budgets are limited, case studies can be a very inexpensive way to create curiosity, convey your message, and gain credibility.

Any company, in any industry, regardless of size and regardless of the available marketing budget, can leverage their relationships with satisfied customers by creating effective case studies.  Showcasing your successful relationships will attract new customers and develop your business.

What other techniques have you found to create effective case studies? How else have you leveraged case studies for growth?

For more of our case studies, click HERE.


~ by 21stCenturyMarketingSystems on March 30, 2010.

One Response to “Untapped Marketing Assets: The Case Study”

  1. Finally A Program That Works!!!

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