Contents
What is a case?
A case represents a detailed description of a problem, the process of solving it, and the final result. In the context of marketing, it is not just a set of facts, but a story about how a business was able to solve a client's task using its products and services. An example of such a case is the story of the marketing agency MOAB, which managed to increase traffic on the OZON platform to record levels. A case is not only a description of a specific instance but also a deep analysis that helps to understand what factors influenced the situation and how successfully it was resolved.
Why are cases needed?
Cases have multiple applications, and their relevance has been confirmed for many years. We often encounter cases in educational materials, such as textbooks on geography, biology, and social studies. One of the most famous examples is the study of the Chernobyl Nuclear Power Plant accident, where scientists conducted a thorough analysis of the situation and made recommendations based on the conclusions obtained.
There is a teaching method based on cases called case studies. Students, especially in medicine, study patient histories, propose alternative treatment options, and compare them with recommendations from experienced doctors. This method is widely used not only in medicine but also in fields such as sociology, economics, and zoology.
Additionally, cases are often used in interviews to assess candidates' analytical abilities, where they are asked to find solutions to hypothetical situations. However, in marketing, cases have become a powerful tool for attracting clients. According to a HubSpot study, cases rank fourth among content marketing tools, only behind videos, blogs, and infographics.
The case method is especially effective in business areas where it is difficult to demonstrate a product physically but possible to show the results of work. For example, this applies to:
- Advertising and online promotion;
- Construction and renovation;
- Designer services;
- Legal services;
- Website development.
Marketing cases provide significant advantages to both companies and entrepreneurs, as well as their clients. They help attract new customers and increase sales by demonstrating that the company can solve real tasks and achieve set goals. This helps to build trust and justify pricing policies.
Types of cases
There are several types of cases that differ in presentation format. These include:
- Text. This is the most common format, which consists of regular text articles or reports supplemented by graphic materials such as photographs, tables, and charts.
- Presentations. This format emphasizes visual elements and multimedia, with minimal text.
- Video. Here, information about work and achieved results is presented in videos, which requires significant production costs.
For example, the "Accessible New Update" project from Kaspersky Lab uses short videos to showcase successful experiences of entrepreneurs.
How to choose a project for a case?
Not every business story can capture the audience's interest. Everyday routine moments are unlikely to become attractive material. Let's consider cases when it is worth choosing a case as a marketing tool:
- Successful completion of a complex project. For example, if you built an online store from scratch, involving a team of professionals, and achieved outstanding results.
- Unconventional solution to a problem. A creative approach that led to a quality result will attract the audience's attention.
- Working with large clients. Advertising for well-known companies or working with celebrities is a great opportunity for PR.
- Errors and lessons. Open discussion of failures and lessons learned can evoke trust from the audience and demonstrate your analytical ability.
For example, the story of presenting a logo for the real estate agency "Vasilok," which ended with a successful result, could also become an interesting case.