Creating Ad Agency Case Studies

Creating Case Studies Mike Corak, Director of Interactive Services, Strategy Mighty Interactive, a Division of Off Madison Ave March 1, 2010

Mike Corak… Director of Interactive, Strategy Off Madison Ave www.linkedin.com/in/mikecorak @mikecorak … is not a case study expert

Then Mike, Why Are You Here?
Partly because Bret Giles likes our case studies
So does Michael Gass at www.fuelingnewbusiness.com
There’s a method to the madness:
“ Provide strategic ideas that ensure our clients reach their full potential”
www.offmadisonave.com

WHY CASE STUDIES ARE IMPORTANT IN THE SALES PROCESS
Attraction, Influence and Building Trust

Influence in the Purchase Funnel

Remember, We Sell Magic…

…and There’s a Lot of Us Talking

Why Should I Trust You? Photo Credit: ehow Photo Credit: ehow Photo Credit: plus.maths.org

Who Can I Trust?
Third party validation is key to building trust
Hearing it from other marketing directors is important, but not as important as expert validation
2010 Edelman Trust Barometer

Trust Through Transparency 2010 Edelman Trust Barometer

LET’S BUILD A CASE STUDY COMMUNICATIONS PLAN!
We’re all marketers right?

Who Are Your Target Audiences?
Obvious
PROSPECTS
Potential employees
Current clients
Not So Obvious
Employees
Vendors/Partners
Media
Industry experts

What Do They Want From You?
PROSPECTS
What have you done for others like me?
Industry experience, similar challenge
Potential employees
What’s the impact of your work?
Current clients
What else can you do for me?
Look boss, we did hire the right firm!
Employees
Are we doing good work? Am I proud to work here?
Vendors/Partners
Will you make us look good?
Media
What results are your clients achieving, in any unique ways?
Industry experts
Is this firm industry relevant/noteworthy?

How Can You Fulfill Those Needs?
Make the client star of the show
Organize case studies by industry
Speak to challenges and results achieved
Create “portable” content
Personalize with client quotes, images, and video
Explain why noteworthy
Create format consistency that helps tell your unique story

Off Madison Ave’s Template
What’s your go to market strategy? What makes you unique?
Remember Off Madison Ave’s?
“ Provide strategic ideas that ensure our clients reach their full potential”
Our Process: Plan, Create, Achieve

Case Study Components
Client and results top priority
Client’s situation and goals addressed
Agency process structures story, and emphasizes differentiators
Additional results detail

SEO.com
Differentiator – global search provider
Purpose – drive new business
Begin with challenge
Easy to scan results
Call out services
Prominent sales message

Partner Case Study
Microsoft case study on local partner Terralever
Purpose assumption
Highlight preferred vendors to expand Microsoft’s reach
Show what’s possible using Microsoft technology
Strengths – portable and sharable
Weakness – lengthy, difficult to digest

What’s Your Differentiator?
How can you structure your case studies for maximum effect?

HOW TO OPERATIONALLY CREATE CASE STUDIES
Avoiding obstacles

Common Obstacles
Client - Gaining client permission
Internal
Fear of giving out the secret sauce
Time

Gaining Client Permission
Explain benefits
Sr. management exposure
Confirmation of vendor choice
Summarize your approach
Involvement during creation
Permission before releasing
Small time commitment
Pragmatic Marketing – Case Studies

Internal Obstacles
We advise our clients to be transparent, time to take our own medicine
Client lists
Client work
Industries
Results
Time - Build case studies into your engagement and marketing efforts

RELEASE THE HOUNDS!
Getting the word out

Email Case Studies
Don’t just take our word for it - Off Madison Ave has won a number of industry awards for email marketing:
http://www.emailexperience.org/eec-projects/peoples-choice-email-award
http://email.exacttarget.com/Company/Press/Detail/Default.aspx?id=4042
http://www.seomoz.org/blog/conference-recap-exacttarget-connections-09
http://www.marketingsherpa.com/emaw2008/11.html
http://email.exacttarget.com/ETWeb/dlcs.aspx?id=2438
http://www.marketingsherpa.com/emaw2006/27.html
http://www.primenewswire.com/newsroom/news.html?d=137111

Partnerships

Reuse for Awards

Distribution Tips
Partner with vendors when possible
Look for angles to make newsworthy
Reuse in award submissions
Optimize for search
Pass on to your client’s boss and client’s PR team
Turn into speaking gigs (make your client the star of the show)
Allow viewers to share

Thank You
Thank you for your time. If you have any questions, please don’t hesitate to ask:
Mike Corak
Director, Interactive Services, Strategy
[email_address]
480.505.4553
www.linkedin/in/mikecorak
@mikecorak
Read our blog at www.offmadisonave.com

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Creating Ad Agency Case Studies

by Mike Corak on Mar 01, 2010

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