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Welcome to Case Study
1 of the series.
I'm Roddy Mullin, a business
consultant helping retail firms,
the professions,
government bodies,
and charities make
money since 1987.
I'm both a chartered marketer
and a chartered engineer.
I'm also an author
of marketing and
sales books since 1999.
See the last one slide
for a list of my books.
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Though there are
many case studies
available to view online,
searching for them
is time-consuming.
As a practitioner,
I believe in presenting real
case studies that work.
Research shows that
agencies refer
to marketing books with
case studies included for
instant results
when a client wants
an idea for a marketing
campaign by yesterday.
Of course, they modify the idea.
The latest book, Promotional
Marketing (second edition)
2018 has 85 case studies
and 83 briefs which
illustrate promotional
points shown true
case studies and briefs,
which are mini-case studies.
This is a case study I've called
the yellow duck because
that was the key
creative by which a hotel chain
attracted business persons.
In this case, to use and
stay in a particular
chain of hotels.
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Case studies illustrate
ideas and success,
pitfalls, or failure
of marketing,
advertising, and sales.
Case studies show
that campaigns can be
successful both in the
real and virtual world,
describing promotional
projects that
cost a fortune or
next to nothing,
whether using billboards,
creating events, or online
through social media etc.
I have examples of all
of them in my books.
The key point about
case studies is that you can
learn rapidly from hearing,
reading, viewing,
and visualizing how
success was achieved.
You also learn from
their failures and where
the pitfalls are in
order to avoid those.
Remember, success is
getting customers to buy or
clients smiling as
their aims are achieved
through your swift response
with the solution.
The book 'Value for
Money Marketing'
describes how to
measure marketing,
sales, or advertising success.
