Those who know media say that, besides extreme exceptions, news stories and case studies only stay around for 10 days. After 10 days, the public loses interest and a new angle or development must be found for the same topic or case study to be newsworthy. But why then, are we still hearing about Bragster’s guerrilla marketing case study from 2008? And how can we write our own case study to last just as long?
[I:http://www.vigie-media-palestine.org/wp-content/uploads/2011/04/EmmaRoseSmith34.jpg]The case study was one-of-a-kind. Mr Bertrand Bodson, an Internet entrepreneur, gave 10 000 away to the public by projecting an image of his MasterCard onto two buildings in London. The image, which was 3m tall, revealed all of Mr Bodson’s credit card details. This had never been done before and has never been repeated since, so it’s still worthy of our attention. What about your case study is likewise one-of-a-kind?
The case study linked traditional and revolutionary advertising techniques. Projecting your credit card onto a building is a distinctive way to transmit a message. But the projection also featured a link to Mr Bodson’s website (Bragster.com), where anyone could make telephone and online purchases using his credit card. This case study successfully linked Internet marketing with guerrilla marketing. How does your case study experiment with techniques?
The case study was popular with the public. Mr Bodson placed clues on his website before the projection, hinting at where it would be found. This formed hype on traditional and social media that created audience anticipation for the campaign. The case study appealed to the public. How can you boost your case study’s appeal?
The case study had a positive message. Sure, it was marketing, but it was also about the bigger picture. Mr Bodson claims “with all the doom and gloom, we wanted to bring a little Christmas cheer.” What good news does your case study implicate?
When we consider what makes a case study unique, popular, and relevant, it becomes a lot more effective. Not every campaign is as newsworthy as Bragster’s, but for a case study to be at all memorable, we must bring out its most important aspects. Be concise and relevant.
This article was written by Emma Rose Smith of TXT2GET, a leading SMS marketing company operating from the US, NZ and Australia. For more ideas on how to write a memorable case study, visit TXT2GET’s free online case study database or the case studies page of the TXT2GET blog.