Well-written case studies are one of the most effective marketing tools in the construction sector. How can you create a compelling story around how your product has been used in a real-world example? This can attract more readers than product promotions and PR-type news items. Why is this?
For most construction products, an architect or specifier will take on risk when specifying a product they have not used before. They look for reassurance that a product has been proven to work successfully in schemes elsewhere.
Even if someone isn’t specifying your product at that moment in time, an interesting, detailed case study holds professional interest for many construction professionals. There is an element of CPD in reading how a product was used to solve a particular problem. You can teach people about a project more broadly, rather than just your involvement in it.
An interesting story is pleasant to read! In addition to CPD, people enjoy reading a well-told story. Big consumer brands are using storytelling to create deep connections with their customers – there is no reason why this technique can’t be used in construction.
Construction product manufacturers often have very specialist skills. The ability to engineer bespoke products to meet specific requirements can be difficult to promote without blowing your own trumpet too loudly. Showing specific examples of these skills, rather than telling people about them is an effective way to demonstrate your expertise.
The soft sell
Showing your products and services in the context of a case studies ‘sell without selling’.