The reason a case study analysis example is so important is because it is part of marketing. Marketers can never predict exactly what their product or service will do. They cannot tell whether a new customer or prospective customer will respond positively or negatively to their marketing.
As marketing professionals, the best we can do is to “generate ideas” about what we would want our market to react to and then let those ideas to guide us into the next step of the process. We must be able to match our marketing to the reaction we are hoping for.
Some marketers get so caught up in the details of their marketing that they forget the big picture. Here’s an example.
You have an idea about how to market your product to a specific demographic or group of people and you intend to use a traditional media campaign to launch your campaign. Your goal is to be included in the media coverage as much as possible, with the expectation that there will be opportunities to make your company name and your product or service known to a large audience.
However, the media coverage you receive for your campaign may be skewed in favor of other companies that have more new products or who are new to the market. You may have invested a great deal of money into your advertising and marketing budget for your launch campaign and there are no more local newspaper ads for your product or service. So what?
Now, if you had another product or service launched at the same time, wouldn’t you rather have someone else with a new product launch a little later or be there first with your product? We are all familiar with the saying, “I’ll be there first,” so why not listen to it when it comes to marketing?
But it doesn’t matter how early you launch your new product. It is better to wait for time in the marketplace to be advantageous to you than to launch right away and find yourself too late to the party. In this case, we are talking about setting up a first customer (or your first customer) or helping a person get involved in your brand.
In the “traditional” marketing world, businesses must prepare for marketing campaigns for months or even years. In this case, it’s a good idea to see if there is a way to play your marketing into the launch of your new product.
Perhaps your new media campaign can be broadcast live via radio or television? Could your campaign be marketed to a larger audience with a PR campaign?
Maybe the only way you can find out if you are ready to launch your new product is to see if it’s time to go live with your media campaign. Sometimes, it’s simply not “time” to launch.
These are all things that have helped successful marketers. Their idea was, “If I put my efforts into a certain channel first and wait for that one channel to be receptive to my marketing efforts, will that channel get me the highest return on investment?”