Marketing Case Studies
All of us have at one time or the other made several presentations to clients. And all of us have realized, time and again, that these presentations will not cut ice with the client unless and until they include some heavy duty facts about the client’s specific needs, and how we, as an agency have proven competence in dealing with those needs. Most marketers make the mistake of assuming that a typical marketing presentation, in order to be good, needs to be voluminous and should include everything that we have ever done that relates even remotely to the needs of the clients. But nothing could be further from the truth. If truth be told, the client is interested in knowing if you (or the agency in question) has the specific expertise to help them with their requirement. And this can easily be solved with the use of something that has come to be known and appreciated in the industry as marketing case studies.
What exactly are marketing case studies? And how can marketing case studies help the client make up their minds about which agency they want to hire? To answer these questions, we need to examine the nomenclature of ‘marketing case studies’ themselves. As the name reveals, marketing case studies are case studies that deal with a specific example of the kind of marketing that your client is interested in. Let us take the case of marketing case studies dealing with search engine marketing. When you include such marketing case studies in your marketing presentation, it does two important things. One, it tells your client that you have prior experience in this area. Secondly, and more importantly, it enables the client to see how exactly you dealt with a problem similar to the one she or he has and how you were able to make the most of that kind of adverse situation. Both these things will go a long way in making and establishing your credentials with the client.
Marketing case studies also do a whole lot more than impressing clients. They are an invaluable aid in helping establish your leadership in the market. If I were a client trawling the Internet for a suitable client and I came across a plethora of websites, but only one of them (yours in this case) offered marketing case studies that provided more than a mere glimpse into the kind of services you offered, who do you think I would pick to deal with the job on hand? Now you can see for yourself how important marketing case studies are!
chief @ December 17, 2006