Tech PR, Telecom PR: The Case for Case Studies
When you’re selling, what attribute do customers most care about — features, benefits, price, company stability? All that, sure, but what they really want to know is who else has used the product or service, why they chose it, and how it has performed. Media are exactly the same.
We often put clients in front of reporters at Business Week, Fortune, The Wall Street Journal and every conceivable IT or telecom trade, for a briefing. Journalists listen 5-10 minutes, then cut in with: “Who’s using your product?” If a company names 2-3 high profile customers, they’re home free. If not they hear, “Great story — come back when you have a client.”
Customer testimonials and case studies are among the most important tools in any company’s PR arsenal. You don’t need a slew, even one will do.
A smallish OSS firm once won the Telecom Italia account. They milked it for all it was worth — so much that competitors sneered “Is TI their only customer?” Didn’t matter. Whatever that company wrote or said, whatever the medium or forum, they led with TI. Result: continuous coverage.
A single customer became their ticket to credibility, and ultimately, to a very healthy buy-out price by a larger company. By leveraging just one customer, that smart little OSS firm proved the case for case studies.
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