Case study to camera

Everybody understands the benefits of customer case studies in marketing and PR. As effective as it is to toot your own horn, somebody else tooting it for you carries a bit more weight, especially if a relevant trade publication runs the story as well.

By Thomas Roden, senior account executive

Not every case study is suitable for video marketing. So, what makes a good video case study?However, case studies aren’t exclusive to the written word. The rise of mobile devices and
multimedia marketing has made video case studies more popular. But what makes a customer story the right candidate for the video treatment?

Video testimonials and case studies are not a new concept. Businesses have been using them on their websites for years, but have recently identified the value in using them as marketing and sales collateral.

However, not every case study is suitable for video. To get the most value from presenting client stories through a visual medium, marketers should consider several things. While some considerations, such as whether the customer is comfortable with the case study being filmed, are straightforward, others require a judgement to be made — which is sometimes easier said than done.

In particular, there are two questions marketers must ask about any case studies they plan to film.

Can it be visually engaging?
For any case study, it is important that the project or product in question has made a significant difference to the customer’s operations. While these results may be impressive to hear, that alone will not necessarily equate to an engaging video case study.

For example, if a business has supplied a power line filter to a plant and reduced operational costs by 500 per cent, this creates an impressive statistic to include in a written case study. However, quantitative results can be difficult to portray without relying heavily on the customer talking to the camera. Marketers can work around this problem by capturing B-roll action shots of product installation or, in the case of cost and energy savings, filming real-time monitoring of energy usage and expenditure.

Can you show more than meets the eye?
Regardless of whether it is written or recorded, a case study must tell a story. Otherwise, it is simply a customer testimonial. This involves following a basic story structure, broken down into identifying the problem, finding the solution and presenting the results.

To deliver this customer story as a video, it is important that key moments are filmed to add context. This could either be through the installation of a specific product, context footage of older equipment cut against new systems, or animations displaying the planned development of a construction project.

Video case studies work well because they can make an impact in a way that written ones cannot. However, this is only possible with the right footage and vision. By asking these two simple questions — or consulting with an unbiased video marketing specialist — businesses can ensure they make the right choice in case study selection, every time.

Laura England

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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