Using Construction Product Case Studies in your Marketing Mix

Using Construction Product Case Studies in your Marketing Mix

Construction product case studies are the next best thing to a site visit. They are a tool for demonstrating how your construction product provides design solutions, aids project delivery or building efficiency by example.

When developing an effective specification strategy for your construction product it is important to create demand, and reduce the influence of price by demonstrating relevant benefits to each member of the DMU. Case studies play an important role in the marketing mix, by telling the story behind the technical data, demonstrating real-life solutions.

Developing effective construction product case studies

By gathering information that demonstrates and showcases your product you will help specifiers see how your product performs. Testimonials from those that have direct experience of your product are truly valuable, as it makes the use of your product relatable to future specifiers. These testimonials can be from each key member of the construction team who worked on the project, perhaps even consider an interview style case study? Testimonials are more believable than manufacturer’s copy.

A case study should be presented in a story format, but it should not be a tall tale. Case studies work best when they contain meaningful facts. For building manufacturers this is specific information on how your product influenced both build and in-use performance. Vague indications are detrimental. You could also include how you helped attain building regulations or contributed towards meeting sustainability credentials perhaps?

Before embarking on a case study it is important to fully research the construction project; to know you are able to get the facts needed, as well permission and sign-offs for testimonials. Otherwise your hard work is all for nothing. It is also good practice to produce your case study within a timely fashion, no-one wants to read a new case study to then learn the construction project is several years old!

Use different delivery formats
When developing a written case study use good content formatting, break up large chunks of text with headers, images and bullet points. But case studies no longer have to appear in just print. Present your case study using different formats i.e. video, podcast, SlideShare, infographic etc. By repurposing the content for multi-channel you will have a broader distribution of your case study. With that in mind also make it easy for people to share your case studies on social media.

Whichever format you chose remember the golden rule that case studies should be presented in a story format, they should be specific and factual, whilst also engaging. Not only should your case study be structured with a beginning, middle and end but it should also be delivered in a style which your main audience can relate to. Even consider different versions for architect, engineer and contractor – with variations in the number of images or technical data for example.

In summary
Make sure your case study provides an engaging story, that is also factual. Like other content, consider tailoring it to appeal to key decision makers in the construction decision making unit. Before embarking on your case study project make sure you have all you need to make it a success, you have the data, contacts for testimonials and are able to gain the right permissions to be able to publish the information. Once you have completed your construction product case study be sure to promote it. Sharing it across all channels will enable your sales and technical colleagues to reference it in their conversations with specifiers.

Download our datasheet on developing case studies for construction products

Join us for our next Twitter Chat on how to get the most from your construction product website.
The chat is an opportunity to ask experienced building product marketers Julie Mould (@CompA_Julie) and Helen Johnstone (@CompA_Helen) of Competitive Advantage (@CompetitiveA), for practical guidance on how to make the most of your construction website. Providing a look at questions such as:
• What makes a good construction product website?
• How can the construction product manufacturer develop effective web content?
• What can the construction product manufacturer do to make the most of their website?

Join by using #SpecStrategy at noon on Tuesday 21st August

Further Information
Promoting your company and building products with Barbour Product Search can help to increase your visibility to the full specification audience. Email for more information.

Sign up to the Competitive Advantage newsletter for an overview of construction market activity as well as construction sales and marketing advice.

Chris is a specialist in specification strategy and founder of Competitive Advantage Consultancy which specialises in market research and training for the construction industry. Chris is also Deputy Chair of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group.

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