Case studies have long been a staple of the marketing mix, especially in the HVAC and building services press. They provide a rare opportunity to market products and services in the context of a successful customer relationship, which goes a long way to building trust.
However, as devoted followers of the trade press, we’re still seeing case studies that fail to inspire. Why consign interesting stories to the corner, when a more developed piece would interest readers and give you an opportunity to shine? Here are some of our dos and don’ts when it comes from making your case through third party endorsement:
DO:
- Find out the whole story before interviewing the third parties involved in the project. This requires more than having a list of key dates and products/services provided. Make sure you understand the context in which the transaction took place, such as why your company was selected, the challenges that needed to be overcome, and what unique factors influenced the decision.
- Understand the roles of everyone involved and how they worked together to achieve the outcome. Not only is this information essential for accuracy, but it could also add weight to the newsworthiness of the case study.
- Prepare for each interview. Draft a list of questions that will ensure you get the most from a short telephone conversation.
- Send the questions to the interviewee in advance. They may feel slightly apprehensive about being put on the spot, so anything you can do to reassure them, and make the interview more efficient, will help smooth the process.
- Communicate the benefits of doing the case study to the third party. Offer to send them copies of the editorial coverage and explain you will also use it as a platform to endorse their brand at the same time.
- Aim to secure enough information for a longer article than the usual 150-200 words. An editor may express interest in a more in-depth piece, and the extended version can run on your website. Don’t cut corners and later find yourself having to repeat the interview and approval process.
- Do the maths if there if are significant cost or energy savings involved. Impressive figures will give your story more immediacy and impact.
DON’T:
- Cut corners by omitting a seemingly minor contributor to the project. Consider the possible repercussions if a third party realises they’ve been excluded – what impact will it have on the relationship?
- Ever publicise a case study without getting signed approval from every party referenced in the case study. This is a cardinal sin in the world of PR.
- Submit a poor quality photo with the story. Most magazines are image led, and it won’t matter how interesting your story is if the picture is too small, out of focus or poorly composed.
- Pester a third party for an interview or approval. Another golden rule of PR is never jeopardise customer relationships for the sake of publicity. If someone isn’t cooperating, it’s unlikely their testimonial will be that strong. Focus on satisfied customers who are happy to endorse the brand.
To find out more about how we get the best value from case studies, drop us an email or call 01376 564315 and ask to speak to Helen.
