The benefits of business case studies

Sunday 2nd March 2014   by Andy Comber

Here’s the case for business case studies in one simple story. Not long ago, I was at a client work site – a service centre run by a global aerospace company. Our client had been called in to do some high value facilities maintenance work.

I asked the facilities manager how he had selected my client and he said:

“I Googled the service I wanted and they came up on the first page. I liked what I saw on the website. It was clear they could do what I wanted to I called them, and here they are.”

So we have a global aerospace manufacturer and service provider Googling for support services costing into five figures. Telling enough. He also said: “What I like to see on websites is case studies, and clear stories about the kind of stuff we do. That gives me the confidence to call in a supplier.”

Our client could now win similar work at up to 20 of this company’s sites across the UK. And all because it showed up on the Google search.

Another story. A short while ago, the owner of another client, a construction company, came to see me and said: “Andy, I’ve got to say a big thank you. We were pitching to a new client and they wanted to see some examples of our work, just be certain that we can do what he needs. We pointed him at case studies on our website, and he signed a contact worth £125,000.”

My conclusion to both these…case studies, is that business case studies work, and can be very effective as supporting evidence to win new business.

Here’s some additional reasons why you should consider the benefits of business case studies:

  • Business case studies help a potential client in the decision-making process. A senior member of the client team may ask a junior to gather evidence before a purchase. By having information in the form of a case study, the junior can offer the business case study to directly support the decision-making process. The information in a case study can be laid out in a business report style, it can be industry or sector specific, it can contain supporting data and additional technical information – all content that will provide assurance for the senior decision-maker.
  • Business case studies can be targeted at specific types of customers or sectors. As such it can be created to appeal directly to specific types of buyers. There can be no misunderstanding: you provide precisely the service they need, and the business case study shows why.
  • A business case study makes best use of marketing content. You may have written a web story or a press release about the success of your service or product. With a bit of tweaking, it can be quickly turned into a case study, a different beast, which enhances search engine optimisation, and gives customers the precise information they need to make decisions about using your services.
  • Business case studies can be used by your marketing and sales team in customer acquisition campaigns, in face-to-face sales pitches and in marketing additional services to current customers.

So, the point about business case studies is, they add to the mix of marketing content you can offer online, helping you attract more customers through web marketing, they can be used offline as well, to support sales promotions and pitches and they will help you better target specifc customer segments. As the two business case studies above also show – they win you more business.

Watch out for future posts, when I talk about how to create effective business case studies.


Nature’s graphic designers in Shropshire

Wednesday 17th October 2012   by Andy Comber

Sometimes you just have to say some graphic designers in Shropshire have all the tricks. And here at matm, we’ve been enjoying the display being put on by nature in recent weeks. Not sure what you think, but the autumn colours appear to be particularly vivid this year. Here are some trees I spotted on the A4169 between Shifnal and Madeley, Shropshire.

I didn’t happen to have my camera when I first saw one tree standing out, all shocking pink and red against the green of its neighbours, but made sure I had it the following morning. The colour had just gone off, but I hope you get the picture. The moon makes it a bit more special still.

We’re Loving That! Ironbridge’s very own Olympic Champion – at cuddling!

Wednesday 27th July 2011   by Stuart Bickerton

Ironbridge teddy bear maker Merrythought has launched its official London 2012 Olympic and Paralympic Games Commemorative Teddy Bear – exactly a year before the opening ceremony of the London 2012 Olympic Games on July 27th 2012.

The cuddly bear is based on a design from 1948 – the year London last hosted the Olympic Games – and is made from from the finest gold mohair.

London 2012 Olympic Games Commemorative Teddy Bear

The teddy comes with a choice of three different coloured ribbons – blue, green or pink, rather than bronze, silver and gold – and only 2012 bears sporting each colour have been made. So a limited edition of 6036 bears are available to buy.

That’ll make them almost as rare and sought after as an Olympic ticket.


How charities may benefit from the comprehensive spending review

Tuesday 26th October 2010   by Stuart Bickerton

With  marketing for hospices and charities a regular conversation here at matm, specialist marketing agency from Shropshire, we have been interested to read Stephen Cook’s thoughts on the influence of the comprehensive spending review will have on the third sector.

He reports that the Chancellor, George Osbourne, has acknowledged that voluntary organisations will be expected to pick up what the trimmed-down public sector will be forced to let go – and has allocated £470m over the next four years to support charities and community organisations. This will be the Big Society in action.

Stephen Cook says: “Although the comprehensive spending review will reduce public spending by 19 per cent over the next four years, it promises a bigger role for the voluntary and community sector.”


As an agency that takes pride in working with third sector organisations on a wide range of projects including marketing, public relations, web design, graphic design and telemarketing – and, let’s be honest, welcomes the income that work generates, we’d be interested to hear your thoughts.