May 5, 2015 prabhakar dalvi

Marketers Guidelines for Writing Best Marketing Case Study

Marketers Guidelines for Writing Best Marketing Case Study

Marketers Guidelines for Writing Best Marketing Case Study

Marketing Case Study are one of the most powerful ways for a brand owner to demonstrate what it delivers rather than what it offers.

Writing a Marketing case study is not about touting your product features, but about the customer problem, the solution, and finally the results. It can be nice to include some lessons learned also, so long as they don’t reflect poorly on your company or your product.  Case Study is one of the best marketing communication strategies to clearly describe the benefits of your product to your target customer. This article provides our top tips for writing a compelling marketing case study that will drive sales.

  • Identify the problem, issue, challenge, opportunity
    1. Describe this clearly and briefly in business terms
  • What did the customer or client do about this?
    1. For example, did they research the market; draw up a short list of potential solution providers?
    2. Need to explain.
    3. Why did they choose you compared with others?
    4. Need to explain this in rational and unemotional language.
  • What did you do?
    1. What was your response?
    2. Did you map out a strategic plan?
    3. Did you scope the problem/issue?
    4. Did you do some initial analysis (what were the findings of this?)
    5. Did you undertake a short research study or program?
    6. At this part of the case study you need to create quotes from the customer or client and quotes from your own organization that provides some “color” to the story.
    7. This is where emotional language can be used.
  • What did you deliver?
    1. Here you need quotes from the customer or client
    2. “The Influencer” quote could be a chairman or someone very senior within the customer or client organization but didn’t authorize the contract
    3. “The Specified” could be a boss within the customer or client who sets the framework or direction for the work to be done but who may not personally sign off the invoice
    4. “The Authorizer” within the customer or client is someone who was responsible for the scope of work to be done and who also signs off the invoice
    5. It’s also important to have numbers or statistics (measurable stuff) which back up and validate what is said you have delivered. This is the evidential basis part of the case study and in many respects one of the most important ingredients.
  • Did this work?
    1. This is also evidential in nature
    2. Where possible, it’s useful to find an external third party who can give an external and objective perspective/endorsement on the work you have done
    3. Input from an institute, professional body, recognized university or academic can be extremely powerful and add a level of credibility and authority to the case study
  • What are the measurable benefits for the customer or the client?
    1. Need to describe the benefits delivered
    2. Benefits should be from the perspective of the customer or client (b2c or b2b)
    3. For example, the expression of benefits can be in terms of cost savings; income generation; new product development; or opening a new facility
    4. It’s also important to have numbers or statistics (measurable stuff) which back up and validate what is said you have delivered.
  • Within a b2b context, how did this impact the customer or client’s own customers?
    1. Here you need to get some insight from the customer or client which validates the decision to use you rather than another organization
    2. This part of the case study is with quotes from the customer or client’s own customers or clients and other stakeholder groups
    3. This is often ignored or forgotten in case studies and yet could be the most interesting bit
    4. Using these stakeholders own quotes will be powerful (and permission from the customer or client will be required).
  • (Relevant) what can the customer/ client now do in terms of its own market segment that it couldn’t do before?
    1. Where relevant, you may have empowered the customer or client to be able to do something that is important for them
    2. Explain what this is
    3. This part of the case study is about delivering a competitive advantage to the customer or client or some other advantage that has value for them
  • (Relevant) what are the future opportunities for the customer/client?
    1. This is a forward looking bit of the case study
    2. This can be described in terms of competencies, capabilities, market position, market share, new product development, and increase in productivity, decrease in risk or other such measurable benefits that link back to the other parts of the case study
  • (Relevant) what experience and capability do you now have as a result of this work?
    1. Need to break away from lined thinking and consider expressing the case study through the medium of photography, video and film
    2. This helps to add emotional intelligence in the way the story is told
    3. Is the most powerful way to assist in getting the audience to engage with the case study?
Tagged: , ,

Comment (1)

Comments are closed.

Call us today and find out how SMARTe can benefit you and your business

Get in touch with us!

Read previous post:
Marketing Campaign is Time-consuming Challenge For Marketers

Successful Marketing campaigns aren't created on an ad hoc basis, they are thought about and planned in detail. Our Marketers reveals...

Close