国际营销专业英语Unit 13Case History Marketing.ppt

Case History Marketing Background for the “Case History Marketing” Just like a satisfied customer tells friends and business acquaintances how great your products and/or services are, a publication prints a story about how your customers solved a problem using your products or found your services beneficial. There’s just one major difference – the readership is in the thousands or hundreds of thousands. Capitalizing on case history marketing is not only good but also necessary. Best of all, it works at every level of marketing. In short, the marketing “buy-in” cost for your industry is becoming almost prohibitive. Rather than trying to “out advertise” the competition, you need to cover as many of your target areas as possible, and as cost-effectively as possible. “Case History Stories“ Cover Several Marketing Messages Every organization has a multitude of messages to communicate. However, it is unrealistic to advertise all of them. The key is to develop a balance in the markets and determine how you can allocate your resources – money and time. One of the most effective and most cost-efficient methods of reaching these vertical markets is through the use of case history stories or third party endorsement articles. Case History Method in Point Once you’ve solved a problem for a customer, or a customer has taken the initiative and solved his or her own problem, you have the potential to duplicate sales to people in the same or similar market or situation. When you locate these approach-to-problem situations, you have available one of the most powerful marketing tools invented – the case history method. The case history method is not only powerful but is really sought after by the media. Case histories are excellent because: - They quickly inform the market of new and different  solutions. - They demonstrate your products and/ or services in  use. - They illustrate a company’s innovation. - They show acceptance and experience in the