Tips on what to do cases in marketing
Posted: Wed Jan 29, 2025 9:19 am
The topic for a case can be information about leads - reduced cost, increased quantity. It would seem too simple to interest anyone. But if you approach this topic correctly, and even make it conflictual (more on conflict later), then business cases in marketing on this subject can be created endlessly.
Tested a new format. Vendors (Yandex, Google, My Target) regularly release updates, new formats and products to the market. The goal of these companies is to reach as many users as possible nurses email list with information about the new feature (opportunity). If you test the latest update in your case, the vendor will see it and take your content for distribution to its audience.
We tested the hypothesis: “we hoped it would be like this, but it turned out differently.” If we consider and test all working hypotheses, we will get an endless series of excellent cases.
How we failed. As the classic once noted, people are much more interested in reading about fuckups and failures than about someone's successes. Of course, your story about a fail will end quite successfully, but the failure should serve as the title. There will be significantly more views.
Increased conversion. Let's go back to point #3, mix it up, add accents and get a captivating case.
Who is cooler - Yandex or Google, VKontakte or Facebook. Each company is interested in its own promotion, so it will always play against its rival. Organize a battle, and you will be guaranteed the attention of users.
What works in this subject . Thematic cases for the marketing director are always interesting. Medicine, real estate, repairs – any professional community will be happy to acquire a couple of projects.
4 stages of case writing in marketing
Now that you know what cases are and why they are necessary, let's look at the process of how to make marketing cases, step by step.
First, define the goals. There shouldn't be too many of them, the optimal number is 1-3. For example, work to ensure that the buyer has no doubts, or to prevent possible objections in advance. Alternatively, convey important information to the client or push him to buy your product. If there are too many goals, don't be lazy in creating several cases in which the second-level goals lead the client to the main task.
Secondly, you need to choose the right case format. Today, there are only two common design options – video and text. Images and sounds have a much greater impact on people, affecting several senses at once and causing vivid emotions. The text format can be made effective if you fill it with images, graphs and tables.
Thirdly, the case should have a well-thought-out structure, its blocks should be in a logical sequence, and access to information should be as free as possible. As an example:
Be sure to use a catchy title or put the most important parts of the video at the beginning to grab your audience's attention and generate interest;
Tell your clients the main goal of your project or the task you have set for yourself. For example, why should they choose and buy your product? Why will your company perform this service better than others?
Tell the client what problems he may have in the near future, but if he buys your product, he will easily overcome them. Try to confirm your words with real reviews from other clients, this approach inspires confidence;
And finally, you need to motivate the client to take real action, for example, to call you in a few days to get detailed advice on your company's product. Therefore, you should always have a business card with contacts ready.
In the end, you need to transform everything you have prepared into an interesting and useful case. It is better and cheaper to do the developments yourself. Professionals charge up to 10,000 rubles for a video. Not every company can pay that kind of money regularly. And then, do not forget that the visual component is not the most important thing in a case. The information contained in it is much more important.
Tested a new format. Vendors (Yandex, Google, My Target) regularly release updates, new formats and products to the market. The goal of these companies is to reach as many users as possible nurses email list with information about the new feature (opportunity). If you test the latest update in your case, the vendor will see it and take your content for distribution to its audience.
We tested the hypothesis: “we hoped it would be like this, but it turned out differently.” If we consider and test all working hypotheses, we will get an endless series of excellent cases.
How we failed. As the classic once noted, people are much more interested in reading about fuckups and failures than about someone's successes. Of course, your story about a fail will end quite successfully, but the failure should serve as the title. There will be significantly more views.
Increased conversion. Let's go back to point #3, mix it up, add accents and get a captivating case.
Who is cooler - Yandex or Google, VKontakte or Facebook. Each company is interested in its own promotion, so it will always play against its rival. Organize a battle, and you will be guaranteed the attention of users.
What works in this subject . Thematic cases for the marketing director are always interesting. Medicine, real estate, repairs – any professional community will be happy to acquire a couple of projects.
4 stages of case writing in marketing
Now that you know what cases are and why they are necessary, let's look at the process of how to make marketing cases, step by step.
First, define the goals. There shouldn't be too many of them, the optimal number is 1-3. For example, work to ensure that the buyer has no doubts, or to prevent possible objections in advance. Alternatively, convey important information to the client or push him to buy your product. If there are too many goals, don't be lazy in creating several cases in which the second-level goals lead the client to the main task.
Secondly, you need to choose the right case format. Today, there are only two common design options – video and text. Images and sounds have a much greater impact on people, affecting several senses at once and causing vivid emotions. The text format can be made effective if you fill it with images, graphs and tables.
Thirdly, the case should have a well-thought-out structure, its blocks should be in a logical sequence, and access to information should be as free as possible. As an example:
Be sure to use a catchy title or put the most important parts of the video at the beginning to grab your audience's attention and generate interest;
Tell your clients the main goal of your project or the task you have set for yourself. For example, why should they choose and buy your product? Why will your company perform this service better than others?
Tell the client what problems he may have in the near future, but if he buys your product, he will easily overcome them. Try to confirm your words with real reviews from other clients, this approach inspires confidence;
And finally, you need to motivate the client to take real action, for example, to call you in a few days to get detailed advice on your company's product. Therefore, you should always have a business card with contacts ready.
In the end, you need to transform everything you have prepared into an interesting and useful case. It is better and cheaper to do the developments yourself. Professionals charge up to 10,000 rubles for a video. Not every company can pay that kind of money regularly. And then, do not forget that the visual component is not the most important thing in a case. The information contained in it is much more important.