The case history provides an overview of a customer experience or end user application, demonstrating how a product or service meets the needs of the user in question.
Done well, a case history is a powerful sales tool that can be put to a wide range of PR and marketing purposes. It is highly valued by editors and represents once of the best ways of achieving detailed, in-depth coverage in the trade and business media.
Below are ten tips on what to remember when drafting and orchestrating a case history:
1. Consider the primary audience. Sales channel or end user? If sales, then direct – or dealers and distributors?
2. Highlight any challenges the application presented and explain clearly how these were overcome.
3. Focus on the business benefits that have been achieved, such as efficiencies gained or processes improved.
4. Underline any financial savings made; expressed in monetary terms if possible, or percentages if not.
5. Obtain written approvals from all parties – especially the end user and share target
media lists if requested.
6. Source visually arresting images to accompany the case history, even if these are only library shots.
7. Tie the case history to any regulations that govern the use or specification of the product or service.
8. Include supportive quotes from the end user or the customer wherever possible.
9. Produce a more sales-orientated version of the case history to form the basis of
powerful sales collateral.
10. Consider turning the case history into a brief video – especially if end users are willing to talk.