Case Studies: PR Gold that Drives the Sale
Buying something without a review feels a bit like buying blind.
Decision time: there’s a sale on a GPS at what seems like a decent price. There are bold, red letters letting me know that this item runs a “high sellout risk.” Do I pull the trigger? Not quite yet.
I need to hear the experience of others. I want to know first-hand if someone is pleased (or displeased) with their item. First I check the reviews on the site. Then I try the reviews on Amazon, followed by a quick Google search for other opinions. Finally, I check the warranty and return policy and, if comforted by my findings, make the purchase. If a $200 GPS warrants this amount of research, I can’t imagine the effort put into making purchases in the thousands or higher.
I’m not the only one that likes to hear it straight from the horse’s mouth. I was recently speaking to a client who commented that customers are always asking for first-hand examples of the company’s capabilities in specific target markets. This particular client’s sales staff, however, was hesitant to ask their customers for a short testimonial or participation in a case study.
This unwillingness to share customer information is understandable, though it can’t be the end of the discussion. The biggest hurdle is the ladder of buy-in. It’s our job as PR and marketing professionals to support the internal marketing team in communicating the importance of the satisfied customer voice. We need to get the sales staff and their supervisors on board and ensure that they understand the powerful influence that a testimonial can have. We’ve seen success through internal communications and reward programs that incentivize staff to push just a little harder to get customers to participate.
Case studies and testimonials are marketing gold. They allow a company to showcase a success story while controlling the content. A case study, unlike unmoderated, user-driven content, ensures a positive message that is peer-driven and promotes sales.
Not only is a case study handy in the sales room - it’s also a key part of a PR professional’s toolkit. It’s like an Ace up my sleeve – if an editor is hungry for content, a case study is almost always a welcome addition to any publication or web site. If customers are looking for case studies in the dealership, they’re most certainly looking for them in magazines or online. We can always squeeze a few more placements out of a case study, use the selected images or pull quotes for an upcoming editorial piece.
When looking to create a piece of collateral, it’s advantageous to produce something that has almost infinite uses. The case study, applicable in the salesroom, the boardroom and the newsroom, is that piece of the puzzle that reinforces the high level of quality, service and support that are the foundation of a brand.
