Creating Ad Agency Case Studies


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Case study discussion - how to create case studies to support your agency's growth

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  • 10:05
  • Backs up our mission – We’re all about results - we’ll get to that
  • Case studies can build awareness as well as
  • It’s easy to talk the talk, but it’s difficult for clients to know who can actually walk the walk
  • Why we rarely enter contests that reward without results
  • How do you build trust? Being transparent Consult our clients on being transparent, yet we don’t hold ourselves to that! (at OMA, we list our clients and talk about the work we’re doing for them) - Case studies are extremely transparent, showing the quality of your work and give you something talk about
  • Creating Ad Agency Case Studies

    1. 1. Creating Case Studies Mike Corak, Director of Interactive Services, Strategy Mighty Interactive, a Division of Off Madison Ave March 1, 2010
    2. 2. Mike Corak… Director of Interactive, Strategy Off Madison Ave @mikecorak … is not a case study expert
    3. 3. Then Mike, Why Are You Here? <ul><li>Partly because Bret Giles likes our case studies </li></ul><ul><ul><li>So does Michael Gass at </li></ul></ul><ul><li>There’s a method to the madness: </li></ul><ul><li>“ Provide strategic ideas that ensure our clients reach their full potential” </li></ul>
    4. 4. WHY CASE STUDIES ARE IMPORTANT IN THE SALES PROCESS <ul><li>Attraction, Influence and Building Trust </li></ul>
    5. 5. Influence in the Purchase Funnel
    6. 6. Remember, We Sell Magic…
    7. 7. …and There’s a Lot of Us Talking
    8. 8. Why Should I Trust You? Photo Credit: ehow Photo Credit: ehow Photo Credit:
    9. 9. Who Can I Trust? <ul><li>Third party validation is key to building trust </li></ul><ul><ul><li>Hearing it from other marketing directors is important, but not as important as expert validation </li></ul></ul>2010 Edelman Trust Barometer
    10. 10. Trust Through Transparency 2010 Edelman Trust Barometer
    11. 11. LET’S BUILD A CASE STUDY COMMUNICATIONS PLAN! <ul><li>We’re all marketers right? </li></ul>
    12. 12. Who Are Your Target Audiences? <ul><li>Obvious </li></ul><ul><li>PROSPECTS </li></ul><ul><li>Potential employees </li></ul><ul><li>Current clients </li></ul><ul><li>Not So Obvious </li></ul><ul><li>Employees </li></ul><ul><li>Vendors/Partners </li></ul><ul><li>Media </li></ul><ul><li>Industry experts </li></ul>
    13. 13. What Do They Want From You? <ul><li>PROSPECTS </li></ul><ul><ul><li>What have you done for others like me? </li></ul></ul><ul><ul><ul><li>Industry experience, similar challenge </li></ul></ul></ul><ul><li>Potential employees </li></ul><ul><ul><li>What’s the impact of your work? </li></ul></ul><ul><li>Current clients </li></ul><ul><ul><li>What else can you do for me? </li></ul></ul><ul><ul><li>Look boss, we did hire the right firm! </li></ul></ul><ul><li>Employees </li></ul><ul><ul><li>Are we doing good work? Am I proud to work here? </li></ul></ul><ul><li>Vendors/Partners </li></ul><ul><ul><li>Will you make us look good? </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>What results are your clients achieving, in any unique ways? </li></ul></ul><ul><li>Industry experts </li></ul><ul><ul><li>Is this firm industry relevant/noteworthy? </li></ul></ul>
    14. 14. How Can You Fulfill Those Needs? <ul><li>Make the client star of the show </li></ul><ul><li>Organize case studies by industry </li></ul><ul><li>Speak to challenges and results achieved </li></ul><ul><li>Create “portable” content </li></ul><ul><li>Personalize with client quotes, images, and video </li></ul><ul><li>Explain why noteworthy </li></ul><ul><li>Create format consistency that helps tell your unique story </li></ul>
    15. 15. Off Madison Ave’s Template <ul><li>What’s your go to market strategy? What makes you unique? </li></ul><ul><ul><li>Remember Off Madison Ave’s? </li></ul></ul><ul><ul><li>“ Provide strategic ideas that ensure our clients reach their full potential” </li></ul></ul><ul><li>Our Process: Plan, Create, Achieve </li></ul>
    16. 16. Case Study Components <ul><li>Client and results top priority </li></ul><ul><li>Client’s situation and goals addressed </li></ul><ul><li>Agency process structures story, and emphasizes differentiators </li></ul><ul><li>Additional results detail </li></ul>
    17. 17. <ul><li>Differentiator – global search provider </li></ul><ul><li>Purpose – drive new business </li></ul><ul><li>Begin with challenge </li></ul><ul><li>Easy to scan results </li></ul><ul><li>Call out services </li></ul><ul><li>Prominent sales message </li></ul>
    18. 18. Partner Case Study <ul><li>Microsoft case study on local partner Terralever </li></ul><ul><ul><li>Purpose assumption </li></ul></ul><ul><ul><ul><li>Highlight preferred vendors to expand Microsoft’s reach </li></ul></ul></ul><ul><ul><ul><li>Show what’s possible using Microsoft technology </li></ul></ul></ul><ul><ul><li>Strengths – portable and sharable </li></ul></ul><ul><ul><li>Weakness – lengthy, difficult to digest </li></ul></ul>
    19. 19. What’s Your Differentiator? <ul><li>How can you structure your case studies for maximum effect? </li></ul>
    20. 20. HOW TO OPERATIONALLY CREATE CASE STUDIES <ul><li>Avoiding obstacles </li></ul>
    21. 21. Common Obstacles <ul><li>Client - Gaining client permission </li></ul><ul><li>Internal </li></ul><ul><ul><li>Fear of giving out the secret sauce </li></ul></ul><ul><ul><li>Time </li></ul></ul>
    22. 22. Gaining Client Permission <ul><li>Explain benefits </li></ul><ul><ul><li>Sr. management exposure </li></ul></ul><ul><ul><li>Confirmation of vendor choice </li></ul></ul><ul><li>Summarize your approach </li></ul><ul><ul><li>Involvement during creation </li></ul></ul><ul><ul><li>Permission before releasing </li></ul></ul><ul><ul><li>Small time commitment </li></ul></ul>Pragmatic Marketing – Case Studies
    23. 23. Internal Obstacles <ul><li>We advise our clients to be transparent, time to take our own medicine </li></ul><ul><ul><li>Client lists </li></ul></ul><ul><ul><li>Client work </li></ul></ul><ul><ul><li>Industries </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><li>Time - Build case studies into your engagement and marketing efforts </li></ul>
    24. 24. RELEASE THE HOUNDS! <ul><li>Getting the word out </li></ul>
    25. 25. Email Case Studies <ul><li>Don’t just take our word for it - Off Madison Ave has won a number of industry awards for email marketing: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    26. 26. Partnerships
    27. 27. Reuse for Awards
    28. 28. Distribution Tips <ul><li>Partner with vendors when possible </li></ul><ul><li>Look for angles to make newsworthy </li></ul><ul><li>Reuse in award submissions </li></ul><ul><li>Optimize for search </li></ul><ul><li>Pass on to your client’s boss and client’s PR team </li></ul><ul><li>Turn into speaking gigs (make your client the star of the show) </li></ul><ul><li>Allow viewers to share </li></ul>
    29. 29. Thank You <ul><li>Thank you for your time. If you have any questions, please don’t hesitate to ask: </li></ul><ul><ul><li>Mike Corak </li></ul></ul><ul><ul><li>Director, Interactive Services, Strategy </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>480.505.4553 </li></ul></ul><ul><ul><li>www.linkedin/in/mikecorak </li></ul></ul><ul><ul><li>@mikecorak </li></ul></ul><ul><ul><li>Read our blog at </li></ul></ul>