Getting Customer Permission for Your Case Study

Once you’ve identified a great case study, the first critical juncture is getting permission to write it. That sounds simple, but in fact, there’s much more to asking than a quick call. And the approach you take can make or break your story.

Making certain it’s the right story

How do you know if your customer is happy? With larger-ticket items, generally, it’s your salesperson. Typically, they sold the product and—if they’re good—have followed up with the customer to make sure they are happy.

They also know the customer’s temperament. Would this customer enjoy telling his/her story, or would it be a hassle for them? If it’s the latter, it may not be the ideal story. If it’s a hassle, they may be less enthused about praising your product. Unless the story is truly unique or unusual, it may be better to consider another story.

The salesperson—your key to permission

If your sales person is confident of your customer’s enthusiasm, you’re ready for the next step. That, too, involves your salesperson*. At this point, it’s time for your salesperson to contact your customer. If asking in person is an option, that’s ideal. If a personal visit isn’t possible, a phone call is your next best bet. First of all, verify that your product is still working well and solving their challenge. If so, then tell them how excited your company is about this case study and that they’d love to profile your company in a case study about their use of the product.

Handling hesitancy

If there’s any hesitancy, be ready to provide more information: What’s involved (an interview, follow-up questions, first draft, review, final draft and approval). This is a good time to tell the customer about the writer and his/her credentials. (Have his/her stories been published before? Where? How often? With what results?) It’s important that your customer know the writer is good, experienced and will represent their company well. Then be ready with the process: the writer will call the customer to set up a time at his/her convenience for the interview.

Go—or no

At that point the customer should be ready to accept or decline. If they agree, set the ball in motion quickly. A lagging time frame can reduce enthusiasm. If they decline, avoid trying to convince them, as there’s less chance they’ll provide dramatic quotes for you. And great quotes are the lifeblood of a story. If the customer lacks enthusiasm, in most cases, it’s time to move onto another case study.

With permission granted, it’s time to move onto the story. In my next article I’ll discuss keys to writing a successful case study.

*In some cases, an engineer or other contact may have worked most closely with the customer and have a solid relationship. Under those circumstances, they are the appropriate contact to seek permission.

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

More on the Right Story

In my last article I covered the factors involved in choosing the right case study. First, we compared different types of stories and their impact. Next, we talked about consistency—if your product becomes a part of their manufacturing process or if it’s only used occasionally. Today we’ll talk about timing, trends and location.

Timing

A great story stands its best chance at publication in a leading magazine or e-zine if it fits into a magazine’s editorial calendar. That’s a list of topics to be covered in each issue. If your story matches a topic, it’s more likely to be publicized. A good PR professional will align your story with a magazine’s editorial calendar and pitch the story based on the calendar, among other things.

Trends

Maybe there’s a hot topic in manufacturing these days. If you have a case study that deals with that topic, by all means, proceed! Editors crave material related to a current trend—or a potential new one.

Location

Location can also be a factor. Does your story take place in a city that’s a hotbed for manufacturing? Or, is your story about a small manufacturer in a town that depends on this business for their economic well-being. That can add news value to your story. Finally, maybe your story is located in an exotic location. That, too, can add story appeal.

There you have it, just a few of the criteria for a great story—not just a good one. In future case study blogs I’ll discuss getting permission to do the story, writing the story and publicizing it. All are critical factors in a successful case study that serves as a key marketing tool for your business. I hope you’ll join me.

(Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)

The Foundation of a Great Manufacturing Case Study: The Right Story

What’s better for business than a magazine or online story talking about how good your product is? There’s nothing like the power of a good story. You know, one that tells how your product saved the day for a customer! Problem-solving testimonials are powerful marketing tools and strong lead generators.

However, each story, or case study, is unique. Some are particularly strong and show remarkable gains made by using your product. Others are less impactful. Selecting the wrong story can mean wasted time and money. So choosing the right case study is vital to success.

In a series of upcoming articles, I’ll outline what creates a great story that can become a focal point of your marketing campaign— PR, advertising and more. A story that gets used.

First and foremost is story selection.

The Right Story

A product’s sales can number into the hundreds or thousands or more. Obviously some of those sales are better candidates for case studies than others. How do you identify a potentially great case study? In a series of ways.

A Happy Customer

It seems obvious, but it’s sometimes overlooked. Your customer must be exceedingly happy with your product. Not somewhat happy. Not occasionally happy. But truly thrilled with your product. The quality of the story is directly correlated to the customer’s reaction to your product. A lukewarm customer is no place to begin a case study. More on this in another article.

Solving a Problem

Second, in B2B, many products solve a manufacturing or an end-use problem. The more significant the solution, the stronger the case study. For example, a company’s product may take significant time and labor to produce. By using your product, the manufacturer may save time, labor, headaches or a combination therein. The more challenges your product overcomes, or the more significant the challenge, the stronger your case study.

Consistency

Third, a great case study is consistent. In other words, your product makes a permanent difference for the manufacturer, rather than an occasional difference—your product becomes an integral part of their system. Or, if it’s only used occasionally, it provides consistent, dramatic savings—or help—when needed.

If you have a client who is consistently happy with your problem-solving product, you may have a great case study. My next blog will offer more criteria for a riveting story. This will include timing, trends and location. I hope you’ll join me.

 (Margie’s firm, Simon & Associates Public Relations www.simonspr.com specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign, and have helped clients achieve double-digit sales growth.)