If you know a bit about the media, you’ll have realised that usually any story or case study can only stay in the news for less than 10 days. After 10 days, the story or case study is deemed ‘old’, and is forgotten unless there is a blinding reason why it should still be around. So why are we still talking about Bragster’s guerrilla marketing case study from 2008? And how can we write our own case study to last just as long?
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? Read some examples of SMS mobile marketing case studies to get some ideas.
The case study linked traditional and revolutionary advertising techniques. Projecting your credit card onto a building is an innovative way to spread a message. But the projection also had 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 the traditional and the revolutionary?
The case study was popular with the public. Before the projection, Mr Bodson used his website to post clues as to where it would be found. The resulting hype spread through traditional and social media, stimulating audience attention in anticipation for the campaign. The case study appealed to the public. How can you boost your case study’s appeal? Read the case study on Box Hill TAFE Institute’s success with SMS mobile marketing.
The case study had a positive message. The bottom line was, of course, marketing. But there was a bigger message: Mr Bodson claims “with all the doom and gloom, we wanted to bring a little Christmas cheer.” What positive news does your case study bring?
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 mobile 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 this blog.