Case studies... always good dinner conversation.

Quite a number of good questions about case studies have come up over the past couple of years. The issue has become critical enough that we are now addressing it with brand new content in our September Workshops. Over the course of several postings, we'll also address it here.

Over the last few years, we've personally seen several hundred case studies from large global and smaller boutique agencies. And well, please have a seat, we're afraid the news isn't good.

Clients and search consultants regularly take issue that these critical papers generally don't address business and marketing issues in a way that is relevant and persuasive. This includes agencies in advertising, interactive, direct, PR, promotions and event marketing - and those with and without strategic planning departments.

From the perspective of clients, there are three issues with most case studies:

1) The case study focus (problem/solution) is not one that is relevant to the prospect. In other words, the case study is irrelevant.

2) The insight is predictable and fails to position the unique, strategic muscle (and magic) that the agency brought to bare on the problem.

3) The results are not meaningful and thus reinforce that the agency doesn't understand the kind of impact that clients are truly seeking.

In this first Case Study posting, we'll focus in on Relevancy.

First, try this: A simple intro can help ensure your case study is one that the prospect will feel directly relates to their situation. Start all case studies with: "We've chosen this case study because it relates to your situation in this way..." As simple as this sounds, it will force you to draft the case from the perspective of the prospect. Most agencies take an existing case study and give it a superficial polish, believing that's all it takes.

Here are just a few basic criteria that clients look for to ensure a case study is relevant to their situation. It is based in their:

1) Category: We've addressed the insight many times in terms of how important category experience is to a prospect. Case studies are no exception. While agencies will do their best to "create new category definitions" in an effort to make their irrelevant work more relevant, clients have very clear definitions on their categories. In fact, there are business standards in place that drive this. Work within their definitions, or you'll immediately confuse and alienate the prospect.

2) Target Audience: Proof that you can connect with and persuade their target audience builds additional credibility.

3) Type of Business Problem. Is the problem about aggressive competitive innovation? Is it about a brand that has completely lost its bond with the target audience? Is it a brand struggling to be heard in a mature and commoditized category? It is a challenge in getting access to the purchase decision-maker?  Specifically, what is the challenge the prospect must overcome?

If you are not able to address each of these three criteria, you're already fighting a losing battle - particularly if you're submitting your case in a competitive pitch/RFP scenario, where your weaknesses will go head to head against agencies that do build confidence through relevant case studies.

Later this week, we'll address the role of Relevant and Unexpected Consumer Insights and the importance of Meaningful Results.