TREW Talks - Case Studies: Your Best Work On Display

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Enjoy a business-building, 13-minute webinar, on us! View webinar here: http://info.trewmarketing.com/trew-talks-case-studies

In this TREW Talk, TREW Content expert Morgan Norris steps you through a crash course in creating lead-generating case studies that will build credibility for your products and services.

This informative tutorial takes you from initially securing a case study with a customer to promoting your case study through a variety of marketing channels, with templates, timelines, and checklists to help you along the way.

This TREW Talk includes:

- Real-world examples of effective studies
- A step-by-step outline of the case study content development process
- Ready-to-use templates, timelines, and checklists to create your first case studies
- Promotional ideas to help you reach the most potential customers possible with your case study
- And more!

Download our free marketing guide to learn how to make every dollar and hour of your marketing investment count : http://www.trewmarketing.com/smartmarketing/index.php

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  • http://www.nasdaq.com/reference/Listing%20Switch%20Case%20Studies%20-%20SCHW%20and%20CDNS.pdf
  • http://www.microsoft.com/casestudies/Microsoft-SQL-Server-2012/Union-Bank-of-Israel/Israeli-Bank-Gives-Analysts-Fast-Access-to-Critical-Customer-Data-with-BI-Solution/4000011792
  • http://www.socialmediaexaminer.com/cisco-social-media-product-launch/
  • TREW Talks - Case Studies: Your Best Work On Display

    1. 1. Case Studies Best Practices1
    2. 2. MORGAN NORRIS, COMMUNICATIONS SPECIALIST2
    3. 3. Case Studies • Why Case Studies? • Examples • Process • Structure3
    4. 4. WHY CASE STUDIES?4
    5. 5. Goal • Developing an easily-reusable piece of content that can be used to advocate for the company to prospective customers5
    6. 6. Benefits • Showcase successes to prove validity • Leverage customers’ names • Give examples of the processes and end results for potential clients • Relate to potential customers’ current challenges • Reward customers6
    7. 7. Uses for a Case Study • Sales leave-behind • Inclusion in corporate slides • Online content • Basis for a news release • Pitch to journalists for coverage • Customer reference7
    8. 8. EXAMPLES8
    9. 9. NASDAQ Strengths • Charts show factual detail, give a quick picture of results • “Why Schwab Switched” bullets show relatable benefits • Customer quote provides validity9
    10. 10. Microsoft Strengths • Solutions overview gives a snapshot of a customer, and helps a reader relate to the challenges • Quote validates solution10
    11. 11. Cisco Strengths • Results-driven headline draws a reader in • Stats box gives specific results that will relate to readers11
    12. 12. PROCESS12
    13. 13. Process • Relatable challenges Select success stories • Quantifiable results Nurture the relationship • Ask early and during negotiations • Initial interview/questionnaire Do the work • Write the case study • Relatable challenge and quantifiable solution Get to the specifics • Headline, subhead, quote, and image caption • Highlight specific areas to review, include any images/screen shots Make approval easy • Include a quote that can later be used for website, news releases • Showcase on website Advocate the success • Pitch to media13
    14. 14. Timeline Task Working Days Finalize Questions 2 days Interview Customer (phone or email) 1 day or 5 days if email Create draft 5-7 days Review internally 2 days Incorporate internal feedback 1 day Deliver to customer for review 4 days Revise document 2 days Review internally 2 days Incorporate internal feedback 1 day Deliver to customer for final review 4 days Finalize 2 days Publicize14
    15. 15. Interview Questions 1. Describe the application or project. 2. What problem was your customer trying to solve? 3. Describe problems they faced with previous solutions, or pros and cons of other solutions they considered. 4. What product capabilities are they using in this application? 5. Using your products, what can they do that they could not do before? 6. What was the process of making your products a part of the customer’s application? 7. How much time, money, or both are they saving with the new application or system? Please be as specific as possible.15
    16. 16. STRUCTURE16
    17. 17. Content Checklist  Headline  Sub-headline  Challenge  Goal/Solution  Specific requirements/Critical factors  Relevant background information  Process (solution selection and implementation)  Results17
    18. 18. Visuals Checklist  Image  Caption  Pull Quote18
    19. 19. Approvals Checklist  Content signoff  Customer information19
    20. 20. Layout/Design Branding Format20
    21. 21. Key Elements of a Case Study Visuals Written Content Layout/D Approvals esign21
    22. 22. Deliverable Overview Headline that shows how customer benefitted from products/services Subheadline can provide additional detail if necessary Challenge: 1-2 sentences describing the problem the customer faced. Solution: 1-2 sentences describing the solution implemented Critical Factors • Bulleted list of the customer top 4-5 requirements (specs, time, cost, etc.) “Quote from the customer.” – Name, title at Company Background Use a relevant image and caption to help the reader Any relevant detail about the customer or challenge (100-150 words) visualize the story. Process Body content, discussing the process of selecting a solution and implementing a few product/service (300-500 words) Results 2-3 sentences about specific results of the project, and how the company has benefitted from its new solution. The more specific these details are, the better. (100-150 words) Customer Contact Info This provides credibility for the testimonial22
    23. 23. Uses for a Case Study • Sales leave-behind • Inclusion in corporate slides • Online content • Basis for a news release • Pitch to journalists for coverage • Customer reference23
    24. 24. THANKS FOR JOINING US Download Our Free Guide Contact Us info@trewmarketing.com www.trewmarketing.com24

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