A Self-Storage Case Study

December 18th, 2006

Want some free publicity? Of course you do. Well here’s an easy way to get someone else to do all the work to push your name into the public’s eye: volunteer to let one of your vendors do a glowing case study on how their product impacted your business.

Of course, you must have a truthful, positive story to tell. If not, it’s all bogus. But if you can serve as a bona  fide case study, then why not? The vendor will publicize the heck out of it in the media and post it on his web site for all eternity as a testimony. That means you get ongoing exposure. It’s a win-win and a true partnership model.

I’ve seen this work time and time again. The key is retaining some form of control over the information that is published, of course. It’s wise to get your own PR folks involved at some level to help steer the process. Whatever you do, don’t just hand it over to the vendor without reviewing it. Just as you have a truthful story, you want a truthful representation. In other words, you don’t want them to paint a picture of your company in dire straits before their solution came to the rescue.

It’s a fine line. But if you can walk it you can win free exposure. It’s worth a shot.

Entry Filed under: Strategic Counseling