There are things that exist in our day to day life, and we are so used to them that we do not even realise their existence. It requires something to make us realise that they actually exist and how helpful they are to us, while we live in ignorance. Such a phenomenon is ‘word-to-mouth’ marketing. It is until someone quotes it as word of mouth promotion or marketing that we consider it as a marketing tactic, or else, it is just another thing we face on a daily basis, as we know them as recommendations.
Today, in the world of technology, the transfer of recommendations occurs through social platforms over the internet. Brands use this tool to promote their word of mouth campaigns like Twitter Campaigns, Facebook campaign, Instagram or Pinterest Campiagns. Different types of tactics are incorporated to make it effective, impressive and work optimally. One of such is the use of case studies. It is believed that incorporating case studies in word of mouth promotion aids effectively.
One of the best things to do is to let customers and users write reviews and comment about the services and products offered. This helps in disseminating your brand messaging across the customers without your actual inputs and efforts. Although, your brand needs to work on keeping the customers satisfied by offering the best of products and services. More the happy voices your brand is linked with, the better reviews and comment your brand has, leading to a positive feedback from most of the customer base. Optimally using such customer case studies creates a belief for fellow users and facilitates easier decision making. In other words, creating such case studies triggers the human instinct to tell, share and recommend.
#BalenoFaceOff campaign is a great example, during the time when Batman vs. Superman was released. Being the official partner of the film in India, two Balenos’ were given the prominent display of bat and hope symbols, representing the 2 super heroes. These cars drove around the city and met at the pre-destined spots. The fans were asked to click and share pictures on at Nexa’s Twitter handle on spotting the cars. This created a huge buzz throughout. Another phase of this campaign involved fun activities with the cars, making the campaign a grand success. It is the word of mouth by influencers and general twitter users that made it successful.
Case studies are rather marketing staple, as they help in portraying how services and products are successfully implemented. These facilitate in telling stories and illustrations, bringing services and products to life. The case studies work through the perspective of the customers and portray the product as per the requirement of the customers, instead of talking about the brand. Another benefit of using case studies is that they do not require much of investment to create, while the returns are great. And this is why using case studies is rather beneficial for word of mouth marketing.