Ten Ways to Recycle Your Case Studies for Maximum Response and ROI If you are marketing eco-friendly products, don’t overlook the humble case study as a powerful marketing device. Case studies – also known as project profiles or success stories – can often break through a prospective customer’s resistance to being “sold” by capturing his interest with a highly relevant story. They reinforce the logic of your message both socially and emotionally. While reading, hearing or viewing your case study, your prospect will begin to imagine himself in place of the person experiencing the product. This testimonial aspect of a success story can enhance any marketing message, but is especially valuable in selling technologies that are new, outside the mainstream, or present many layers of benefits – as so many green products do. Case studies can also help you maintain transparency. They are a straightforward and very specific type of documentation which is almost impossible to misinterpret. This makes them a perfect choice for compliance with green marketing guidelines such as the Federal Trade Commission’s Green Guides. One of the greatest things about case studies is how versatile they are. Any one case study can often be repurposed in multiple ways, saving you time and slimming your budget. Don’t be surprised if they raise your response rate, too. Here are a few case study recycling ideas you might want to try for yourself:
1. Use your next case study as a press release. All it takes is some quick abridging and reformatting. Be sure to note in the release that a more detailed, expanded case study version is available. Editors might pick it up. 2. Mail or email it to prospects and customers. This is a terrific way to keep in touch, raise awareness about a new product or service, and even convert prospects into customers. 3. Give it to your sales team. Salespeople love case studies. They use them in