Case studies: getting the most out of your marketing-communications budget

To get the most out of your publicity dollars, few communications tactics are as cost-efficient as a customer case study.

Also referred to as “customer stories,” “customer profiles” or “success stories,” case studies are a wonderful tool for promoting your product or service—and you can use them for many purposes, over and over again.

For example:

• Post them on your corporate website, and encourage your customer to do the same on their website for cross-promotion. 
• Promote the case study in social media (e.g., through your company Twitter account), to draw traffic to your website. 
• Include pull-out quotes from the case study in your print promotional materials (e.g., brochures).
• Use as event collateral at trade shows and conferences.
• Send your case study or an abbreviated version to specific journalists (or trade journals) who may be interested in publishing the story or interviewing the customer further.

Cash-strapped companies—particularly small businesses just starting out—can save a lot of money by hiring a writer to create a few case studies. And as an extra bonus, your customer will also be thrilled at the extra exposure…a strong indication that they will be back for more business.