The Art of the Case Study: Data and Minimal Self Promotion
Case studies are highly sought after components of a public relations and communications strategy. Most technology suppliers jump at the chance to highlight a client’s experience if it puts them in a positive light. However, it’s important to remember that a case study is different from a testimonial.
A testimonial is purely promotional and focuses more on the product or technology they are using. There’s usually no data involved and it’s clearly very biased toward the product or technology the client is discussing.
The key to a successful case study is that it focuses more on the user’s success and less about the technology they used. Successful case studies are conducted in a problem, solution, results format in which the case study clearly outlines the problems the multifamily owner/operator was experiencing on-site that hindered their operations.
Next, the case study should discuss their search for a solution to this problem. Maybe there was a key factor or feature that allowed this solution to stand out from the rest. This should be the sole point of promotion.
The meat of the case study should lie in the results section. In this section, the client is encouraged to talk about their own success in using their specific tool. This is where it’s important to remember that it’s not about you, this is about your client.
An impactful case study will celebrate the success of your client by discussing how they have been able to improve operations by implementing technology in order to solve the problem they were experiencing. This section should also feature qualitative and/or quantitative data that gives the reader measurable results from the use of the new technology.
After a case study is completed, supplier partners can use this content to promote the ways owner/operators have improved their operations by using their solution. They can do this by posting the case study to their website, distributing as a PDF to sales team members, including it in an email campaign or newsletter and a variety of other ways. Sales team members should be encouraged to share the case study with prospective clients who have similar problems to those in the case study or express objections the case study addresses.
By compiling a list of case studies for your product or solution, supplier partners have a critical component of their public relations strategy in place. Case studies demonstrate the practical application of their solution and provide measurable results from operators in the industry.