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 Case Studies
Stories, told well, are even more powerful than the macro-economic trends that most people worry about. They can vault you onto a higher, more protected plane than you ever thought possible.
 A Focused Effort Leads to Job Security
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Situation:
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For a start-up company that sells data backup to the medical imaging community, they were doing everything right. Talking to all the right people, getting written up in the press, hiring employees and finding partners. But they still needed to get their cost of data down as quickly as possible in order to compete with the big guys. And the only way they were going to be able to do that would be to share their story with as many people as possible—in the shortest amount of time possible—in the hopes that more of them would become clients, thus lowering their cost of data acquisition.
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| Solution: |
We came aboard and worked closely with their marketing staff to create a story that would quickly send prospective clients through the company while covering an enormous amount of new territory. Along with testimonials and a brief explanation of the hows and whys of data storage and recovery, this story helped to capture their market. |
| Results: |
Three years later they are the number-one provider in the U.S. of data back-up services in their market. Their lead is so great and their resources so vast, that it would be very difficult for a competitor to come in and match their costs. That’s job security.
*Note: Above is a brief segment of that video. |
Leveraging the Power of Testimonials
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Situation:
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As the American branch of a multi-national corporation, they were constantly introducing new products to a crowed and competitive marketplace. Their Website was controlled by Japan, but they had free rein to conduct other types of marketing operations. So they contacted us for a new product launch that would happen at the biggest trade show in the industry, the RSNA, attended by 50,000 doctors and radiology administrators in the heart of downtown Chicago.
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| Solution: |
What could they do to stand out in this maelstrom of activity on the busy tradeshow floor? Simple. They created an attractively isolated space into which they would bring visitors and show them our video—essentially a testimonial from a very important client in a very busy metropolitan hospital in a great American city on the east coast. |
| Results: |
The most successful rollout of a product in their 100-year history. We’re presently shooting a new product introduction for this year’s event. Will lightning strike twice? We don’t think so. We know so. |
How To Recover From A Setback
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Situation:
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In his entire 38 years as a dentist, he had never seen anything as callous as this. The state announced, with 30 days notice, that they would henceforth be cutting reimbursements for a widely-used dental insurance program. This would make it real tough for his practice to stay profitable since he was known to never turn anyone away who needed care. After 38 years he could retire, but what of the practice he had built from the ground up and which employed dozens of people? He felt the need to do something and fast before the effects of this cut hurt his patients. Frankly, he needed a new way to subsidize these state-sponsored patients. Believe it or not, he found the answer in video.
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| Solution: |
We created an i-Video with over a dozen linked short films about his practice and his people. He showed it to everyone who worked in an HR department, a state agency, or a Chamber of Commerce in his practice area. |
| Results: |
Within one month he had replaced all the income lost from the state and increased it beyond that. |
How To Avoid A Disaster
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Situation:
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While we’re on the subject of disasters, this one perhaps takes the pole position.
A well-known pharmaceutical company based in Boston was under threat of being taken over by an even more well-known activist investor (who has since succeeded in installing his own board at Yahoo). In any case, this was something they wanted to avoid if at all possible. But they had only one month to plan, execute and promote their plan to the general public and their shareholders. They needed to make the case for electing their chosen Board of Directors or their company might be carved up and sold like so much raw beef. A terrible end for the founders and shaky times for the hundreds of employees left standing. They were truly out of options. There was nothing they could do. Well, not exactly.
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| Solution: |
We came aboard and within 10 days, using our ‘Creative Triage’ process, created the video and handed it over to their PR agency to post on their Website and send to the whole world. Another 10 days later a board meeting would determine the fate of the company. |
| Results: |
One day after that board meeting, the activist investor admitted defeat in the national press.
Unlike Fannie Mae and Freddie Mac, this company was not too big to fail. Most all of us fall into that category. Frankly, a business story is not a “nice-to-have” item. It’s critical to both the profitability and the longevity of your company. And, someday, might even save your company’s life.
But you need to tell it right. |
See what we actually do for our clients by checking out our Services.
For more information on our Creative Triage process, contact us today.
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