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The marketing power of the case study

Case studies are vastly under-used in construction marketing, yet, when properly executed, can be the most powerful tool in a marketer’s toolkit.

A case study, also known as a ‘project profile’ or a ‘success story’ can provide your next client with all the information he/she needs when selecting a contractor, specifying a product or employing a consultant.

Case studies establish reputation - you can highlight your company’s capabilities and establish credibility in relevant sectors. This instils confidence, especially when the client’s project or contract has a similar issue, problem or need.

Case studies are a powerful differentiator - they allow you to showcase competence and share best practice by detailing methodology.

They also allow you to highlight your company’s unique problem-solving capabilities and demonstrate how you overcame particular challenges on a contract or project.

Case studies are extremely cost-effective - you can write a detailed case study and use it online via website, blog and PR campaigns. The same content can be used in a brochure or in a tender, bid or PQQ document.

Case studies are multi-purpose - A single well written case study can be repurposed in dozens of different ways. You can develop the messages to provide content for your website or blog.

Content can be used in a brochure, a company profile, in your report and accounts or even as a video. The case study can be your most powerful sales and marketing asset when used effectively, both on and offline, as part of an integrated marketing strategy.

Kirstie Colledge is a committee member for CIMCIG and managing director of SMPR (Simply Marcomms PR) online PR agency for theconstruction industry.

You can learn more about marketing in the UK construction sector at the CIMCIG Conference 2010 on 25 November, which aims toprovide marketers with a clear understanding of the various aspects of online marketing. See here for more details.

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