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6/4/2009 - BMA’S FIRST FREE MEMBERS-ONLY EVENT A SUCCESS
45 members Learn About “Stories That Sell”
By BMA Member Kim Sporrer, APR
BMA Colorado members were treated to a complimentary breakfast seminar on May 20, 2009, sponsored by The Market Creation Group, on “Stories That Sell - secrets of customer case studies that set you apart from the competition.” Casey Hibbard, author of the newly released book by the same title and principal of Compelling Cases in Boulder, presented an hour-long sharing and Q&A session about why case studies work, what makes a strong case study and why strategy is key.
Hibbard referenced the recent 2009 Edelman Trust Barometer that queried people in 20 countries and found that 62% of people surveyed said they trust corporations less now than they did a year ago.
“People are looking to third parties to learn more about companies and brands, and case studies are a great way to tell your story in a way that demonstrates your capabilities and results in a real-life situation,” said Hibbard. “Buyers are increasingly turning to real experiences to give them the confidence that products, services and people deliver what they promise. In the age of blogs, Amazon.com reviews and other customer feedback forums, prospects are looking for anecdotes from other happy customers.”
Typically case studies focus on one project, situation or “case” and step the reader through the problem or situation, what was done, how you did it and the results of your actions. Case studies can be powerful tools in your marketing and PR arsenal for many reasons. Hibbard shared with attendees her list of 25 ways to use customer success stories in sales and marketing to increase buyer’s trust.
“Case studies give businesses social proof and foster credibility and trust,” said Hibbard. “They also serve as excellent educational resources, showing how things work in reality while also providing validation with results.”
Hibbard shared with attendees her “6 Rights” or essentials for consideration and planning of a case study:
1. Right Customer – work with the right company/client that will reach the right target audience
2. Right Time – ensure your timing is right to talk about measurable results
3. Right Questions – establish your goals for the piece and map your questions accordingly
4. Right Angle – tell your story by tailoring it to reach a specific audience
5. Right Results – match your results to make the greatest impact to the reader
6. Right Presentation – select the format that will tell your story the best (and right!) way to the specific audience
As a public relations professional who has developed many case studies for clients and my own employers, I found her tips to be insightful and beneficial. Developing case studies can be time-consuming work, but with Hibbard’s tips and her “Seven Step Customer Story System” – and a strong writer – they are a proven, valuable tool for you and your company.
For more information, visit Hibbard’s blog at http://www.storiesthatsellguide.com/. BMA members unable to attend the event can access this presentation in the member resources section of the BMA Colorado website. In addition, Casey's book is available at a BMA member discount rate in the online BMA store.
As part of BMA Colorado's commitment to member value, BMA Colorado’s next member-only, no-cost event is July 22, on Marketing Automation Best Practices. Make the most of your membership by taking advantage of these valuable, complimentary offerings from BMA!
About the Author:
Kim Sporrer, APR is a BMA member and a Denver-based seasoned public relations professional who is currently between jobs. She can be reached at kimsporrer@gmail.com.
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