Tuesday, August 21, 2012

The value of case studies

Case studies, describing how customer needs have been met and their outcome received, can have a positive influence on new business.

The use of case studies as a marketing tool can be very informative and influential in converting prospects into customers, or persuading people such as architects or consulting engineers with specifying authority to recommend your product. Case studies should outline the brief or issue being addressed, mention options considered and provide the rationale for the final choice, then explain how the product or system was installed and finally the outcome of the project will round off the case study.

Case studies are usually most relevant to projects and contracts for example in architecture, construction and engineering. The target audiences will include management of companies and organisations contemplating similar work as well as specifiers working in those disciplines. Often they will be used to show case a number of company products or systems installed in the project.

We can divide the case study into 4 main sections:-
1.     The scene can be set by describing the project brief or problems to be addressed and the specific role or involvement of your company.
2.     Then review the options that would meet the goals of the project and the recommended solution.
3.     Details of the products or system can then be described, perhaps illustrated with building plans, wiring diagrams and photographs showing important stages of the work.
4.     Finally the outcome. Were the targets met, what did the client have to say what are the views of the users?

Building a portfolio of well-explained and illustrated case studies will help develop credibility and trust. The final version can be designed for print, to download from a web site or as a web page including links to products and other relevant information and always including company branding and contact information.

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