Because of the all-pervasive trend towards Cloud Computing, as I looked around the Cloud Expo Europe last week, there was not a great deal of hardware on show, and a number of exhibitors had thought of completely different ways to attract and interact with the show visitors. For example, one company was challenging visitors to a game of crazy golf.
One display which did catch my eye though, was the selection of cool rugged tablets from Tablet Technologies, which had a good position near the entrance to the show.
Tablet Technologies is a UK company manufacturing their own range of rugged Windows and Android tablets. The devices are built to client specs, so can include extra features, such as barcode scanning or GPS, with the showcase product being the NX10 IP65 Ruggedised 8″ Windows Tablet. Looking more closely, these devices have a true quality feel – the ruggedness of a Landrover compared to the lightweight tablets that most of us use. They will be a great asset to people in the toughest and most demanding jobs on the planet- travelling, in warehouses, working out of doors in all weathers.
Here’s a quick article to suggest some more ways to use those valuable customer stories. Ideally you would make a case study for every market sector you sell to. First, collect the details of the story and have it written up as a case study, to make a marketing document that can be used as a sales tool. Then..
Case studies for marketing
- Number one on my list has to be Content Marketing because it has become so important. There are a few different ways of doing this, but the principle is simply to display a brief version of the story on your website, and collect the email addresses of the visitors downloading the story.
- Use the customer story in a PR campaign. Interesting stories about well-known organisations and forays into new technology are very often suitable for editorial news and features.
- Email marketing – refer to the customer story in an email marketing message, and use a link to track “opens”. Many companies are now using a marketing automation system such as Hubspot to streamline this process.
- Share the case study with existing customers. A new case study is a great topic for a company newsletter or a presentation to a user group.
- A ground-breaking case study is a brilliant topic for a conference presentation.
- Do something different and present the story in other ways – for example it’s no trouble to use a smartphone to make a video for posting and sharing.
- I have seen detailed technical case studies being used very successfully for training sales people and distributors overseas.
- Why not enter a customer success story for an industry award?
- Add case studies to tender submissions to build credibility and strengthen a bid for a major contract.
- Finally, this is one to make your internal team feel connected with customers, even if they are not in customer-facing roles. Use glossy pictures of customers using your products to brighten up your offices. It’s also good to have them in reception and meeting rooms. Of course, this only works for certain kinds of products and services!
With so many ways to use a customer case study, I believe it is well worth taking the trouble to put a story together and have it written in the right style and format for your business. The first customer in a new market sector could be an ideal candidate for a case study, as their story will help to gain a foothold and build credibility in the new market area. Ideally your case study library will contain examples from every sector of your customer base. Depending upon how you plan to use your case study, you may need anything from 500 to 1,500 words of text, but the average length for a business case study is usually between 800 and 1,000 words. That’s long enough to convey a lot of detail, but still short enough to be an easy read.
I am beginning to like the ExCel centre – the DLR route through London’s new docklands to Custom House is efficient, and it’s just a short hop from the station platform to the exhibition halls.
Today, ExCel was the busiest I have ever seen.
The spaces within ExCel are vast and cavernous, they house a number of individual halls of all sizes. On previous visits, ExCel had always seemed to be providing too much capacity for the shows and crowds it attracted, and even with a few hundred people around, you could still feel a bit lonely there.
Today, with some of London’s biggest technology trade shows all in full swing, ExCel came to life. The Data Centre World, Cloud Expo Europe, Cloud Security Expo and the new baby exhibition Smart IOT London filled one end of the centre, while at the other end, Railtex, InfraRail, ARLA and CITE (Civil Infrastructure and Technology Exhibition) were all buzzing with people. Thinking about visitor numbers, the first four shows alone probably attracted over 12,000 people.