Video Case Study for B2B Marketing
WHY PRODUCE A CASE STUDY
It's all about buying and selling, but when you sell something you can't simply push your product into the customer's face andask them to buy. Do you realize how much advertising is going on around us? With that much of advertising, the level of openness is decreasing and the level of filtering is increasing.
Just think about it, 20 years ago when there was only one brand of toothpaste being advertised,everyone went "wow" and used that product. Today, when a dozen toothpaste brands come withclaims of dentists' recommendations, nobody cares.
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Customers are being very picky about what information deserves their attention. When your customers clearly say, "No Touting!" - you had better not.The marketing world, having realized this many years ago, gave rise to terms like"permission marketing" and "thought leadership", where it is believed that youhave to influence the way your customers think and make decisions, and - withtheir approval - lead them to buy your product. If you want to sell toothpaste, youhave to get them to agree that good teeth is very critical, and that choosing theright toothpaste is a critical factor. What if they buy your competitor's toothpaste?They are likely to not, because you have described "the right toothpaste" assomething that is pretty close to your product - even without mentioning it as so.This is precisely where a case study helps - to lead your customer's thoughtprocess.