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Top tips for planning and producing customer case studies, case
histories and business sales success stories:
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Be clear about what is required - Set
realistic timescales and make sure that customer is fully aware of them and
what they need to do to formally approve the case study (you might even ask
them to speak to their marketing or PR people first to make sure it is OK to
produce the case study as this wil avoid unnecessary costs and smooth the
approval process). |
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Maximise the promotional opportunity -
Make sure that your release form is sufficiently all encompassing to allow you
to use extracts from the case study out of context and in other media. In
addition, take the opportunity of the case study sign-off to ask the customer
if they would be willing to participate in other promotional activities eg.
talking to the press and hosting sites visits. |
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Get what you want - Customers can get
cold feet about being quoted when they see their comments written down in black
and white. So don't just accept their amendments - every word should be in the
case study for a good reason, so fight to keep them! You may be surprised how
often customers will back down when challenged - or, at the very least, agree
to a slightly watered down version of what they actually said. |
Please note that these tips are not exhaustive, but may help you
get on the right track. However, if you would like to talk through your
approach to case studies please do
contact us for a free and
frank discussion!
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