国际营销专业英语课件江春 ISBN9787810787369 PPTUnit Thirteen.ppt

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1、UnitThirteenCaseHistoryMarketingBackgroundforthe“CaseHistoryMarketing”Justlikeasatisfiedcustomertellsfriendsandbusinessacquaintanceshowgreatyourproductsand/orservicesare,apublicationprintsastoryabouthowyourcustomerssolvedaproblemusingyourproductsorfoundyourservicesbeneficial.There’sjustonemajor

2、difference–thereadershipisinthethousandsorhundredsofthousands.Capitalizingoncasehistorymarketingisnotonlygoodbutalsonecessary.Bestofall,itworksateverylevelofmarketing.Inshort,themarketing“buy-in”costforyourindustryisbecomingalmostprohibitive.Ratherthantryingto“outadvertise”thecompetition,younee

3、dtocoverasmanyofyourtargetareasaspossible,andascost-effectivelyaspossible.“CaseHistoryStories“CoverSeveralMarketingMessagesEveryorganizationhasamultitudeofmessagestocommunicate.However,itisunrealistictoadvertiseallofthem.Thekeyistodevelopabalanceinthemarketsanddeterminehowyoucanallocateyourreso

4、urces–moneyandtime.Oneofthemosteffectiveandmostcost-efficientmethodsofreachingtheseverticalmarketsisthroughtheuseofcasehistorystoriesorthirdpartyendorsementarticles.CaseHistoryMethodinPointOnceyou’vesolvedaproblemforacustomer,oracustomerhastakentheinitiativeandsolvedhisorherownproblem,youhaveth

5、epotentialtoduplicatesalestopeopleinthesameorsimilarmarketorsituation.Whenyoulocatetheseapproach-to-problemsituations,youhaveavailableoneofthemostpowerfulmarketingtoolsinvented–thecasehistorymethod.Thecasehistorymethodisnotonlypowerfulbutisreallysoughtafterbythemedia.Casehistoriesareexcellentbe

6、cause:-Theyquicklyinformthemarketofnewanddifferentsolutions.-Theydemonstrateyourproductsand/orservicesinuse.-Theyillustrateacompany’sinnovation.-Theyshowacceptanceandexperienceinthemarketplace.-Theyaddcredibilityanduserbenefitstoyourmessage.-Properlyhandled,theyencouragereaderstorelatesolutions

7、totheirownneeds.TheDevelopmentofCaseHistoryArticlesThedevelopmentandplacementofcasehistoryarticlesareeasy.Thehardpartisactuallydoingit.-First,defineyourgoals.-Second,decidethetargetreaders.-Third,outlinethearticle.-Fourth,editandp