Case Study as a Marketing Tool
Case study usage has been widely accepted as one of the most efficient tools in the field of education and research. But apart from education and research, they also happen to be a valuable tool for businesses. Case studies, though highly efficient, are somewhat underutilized by businesses.
Marketing initiatives intend to tell customers about the product and service offerings. Case studies are very helpful in accomplishing this objective. Case studies are stories of how a company’s product/service was used to solve the problems of their customers. A research by CMO council states that case studies are very much trusted by customers.
Below are some of the reasons that make case studies a successful marketing tool:
Explain the importance of product/service. Case studies illustrate the usage of product/ service. The use of facts and figures in the case helps in giving better view of the product being offered. It tells of the situation before the product was used, how it was used and the result of the product usage.
Explain problem solving. Case studies focus on solution to a problem. The objective of case study is to give the positive effect that the product had in problem solving. The product description only tells about what the product can do but a case study tells how the product can do what it is supposed to do.
Extension of testimonial. Testimonials written by customers are more about praising the product and service. Case studies, apart from telling the positive aspects of the product, also tell how it is helpful in various situations. Case studies do not intend to overstate a product’s capabilities. Instead they show integrity by giving real world examples of product usage. Case studies establish success of the product.
Tool for publicity. Case studies are published on the company website to promote the product. But apart from this, a well-written case study can also be published on various other media like magazines, journals, LinkedIn, etc. This helps the company in reaching out to more and more people.
Reach the target market. Case studies have a very targeted approach. Case studies are never generalized. They always talk about a specific goal that the product or service offering caters to. Hence they are very successful in reaching the target customers and market.
Inexpensive. Case studies do not expend too much of resources and still are one of the most effective and influential marketing tools.
Though case studies have innumerable benefits, the writers of case studies also need to be careful while writing them. Case studies should be like a well-written story and not in bulleted points such that they appear as a sales pitch. Poorly written case studies tend to have a negative impact on customers and other readers. Case studies should develop an interest in the readers so that they share it further and also understand the benefits of the product or service that the case study talks about.