Examples of successful cases. What are cases? Examples of case solutions

12.11.2021

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This article is a concentrate of experience with digital cases. For nine years I ran my digital agency and each time I met a wave of resistance from employees and clients when it came to a new case.

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Clients did not want to disclose the data, and if they agreed, they disappeared at the stage of case approval. Employees looked like hyenas and perceived cases as additional and nobody the right job. Marketers and salespeople understood how cases would help their work, but without accounts and specialists they could not do anything.

Later, when I sold the agency and started working at Callibri, I edited a lot of cases from agencies and ruled the same mistakes. I sent cases for publication to the sites and received from them feedback. As a result, I realized:

which cases are taken the first time;
which do not take at all;
how cases are edited by large sites;
what editors want to see;
what headlines in themselves attract attention and get more views.

I systematized this experience - this is how the presentation "How agencies create interesting cases". I made this presentation at the Baltic Digital Days conference and conducted a dozen trainings in partner agencies. Each time, the agencies listened carefully, argued, laughed, sometimes almost cried at how accurately the report hit their pain. This article is based on a report.

Why do agencies do case studies? Even if you don't want to

I will name three reasons.

1. Cases help you find your (your) client and justify the price tag for your services

What is the contractor selection process like? Let's figure it out. Let's take the average marketer Nikolai. He was recently hired by a medical center, and the director set the task of finding a contractor for digital promotion. Kolya is a novice marketer and had no experience working with contractors. He:

Ask for recommendations from friends and social networks.
Goes to a search engine.

Even if he was advised by one or two agencies, for comparison, Kolya will go on a search to see what else is offered on the market. Nikolai enters a search query: "digital agency Moscow" - and what does he see?

Who are all these people? And how do they differ from each other? Unclear. Kolya sends his extremely vague request “how much will promotion in Yandex and Google cost” to 5-6 companies and receives offers with a price tag of 10 to 200 thousand. And still does not understand how they differ from each other.

But the manager of one of the agencies attached to commercial offer a couple of cases. Nikolay reads a case about the promotion of a multidisciplinary clinic, recognizes his “pains” and exclaims: “Yes, this is about us!”. And in the case it was described in detail how exactly they were selected semantic core, how many hours spent on developing negative keywords and analytics. And Kolya brings the whole pile of proposals to the director, but he noted this contractor with special attention.

A sale occurs when and only when the value outweighs the price. Case studies allow you to add value to the scale and showcase your agency's approach and USP. An unqualified client will choose those who are cheaper. The client, who recognized himself in the hero of your case, imbued with your approach, is ready to pay more.

2. Publishers and conference organizers love case studies.

If you are engaged in content marketing, then you have probably come across the fact that everyone wants either cases or checklists. “We don’t need a promotional report, show a case!” - say section moderators at leading digital conferences. Editors of large sites and blogs on Internet marketing behave in a similar way - everyone loves cases.

3. Case studies help you grow. The individual employee and the company as a whole

This effect is the most unobvious. Companies that have begun to introduce a mentoring system into training call this effect “I explained it in such a way that I understood it myself!”.

How it works: the employee used to just do his job, and now he is responsible for the development of a newcomer and is forced to rise above the situation and analyze a lot. What works and what doesn't, why it's important to do it this way and not otherwise.

The same effect works when you write a case: demonstrating the result of the work to an imaginary public, the specialist is forced, firstly, to show a significant result, and secondly, to describe how this result turned out. The level of awareness is growing, a bunch of bugs that used to be in the blind zone are being fixed.

Then why do few people do cases regularly?

I spoke with a couple of dozen agencies on this topic, regardless of their size and specialization, I heard the same thing.

Problem number 1. We have no time to do cases, we need to work

It's hard to argue with this. And I will not argue, but I will offer my solution.

Cases should become part of the business process. In this case, a huge elephant (case) will be divided into pieces between different departments, each of which will regularly eat the elephant in parts.

How it should work:

Marketing formulates the task: how many and what kind of cases are needed.
The account looks after clients and negotiates a potential case.
The specialist writes "meat".
The account adds nuances related to the relationship with the client.
The copywriter edits.

The internal customer of the case is a marketer who understands the target audience, knows the priority niches, products and expertise of the agency. The marketer formulates the TOR for the product - case.

It is important that accounts keep an eye on clients for the case all the time and discuss this possibility with the client even at the stage of selling the project.

It is equally important that the production specialist keep a file in which he regularly puts "meat trimmings" - observations, notes in the margins about what he did and how it affected the result. Once a month, the marketer initiates a meeting at which they consider agreements with clients, “meat trimmings”, all this is sifted and the most valuable goes to the task of the copywriter.

Problem number 2. Clients do not want to disclose their data (NDA)

When I ask agencies how you deal with it, most say, "No way, damn it, no way." But we forget that:

You don't have to do a case with every client. There is a task to publish, for example, two cases per quarter. And even if 80% of clients are under NDA, the remaining 20% can be negotiated.
You can overwrite or hide part of the data. Many agencies do just that, they just hide the brand or spend data, but leave the cost per lead.
Managers need to be able to negotiate with the client.

Let's take a closer look at the last point. “How often do accounts get calls from customers asking for something ‘over the norm’?” I ask listeners. “Yes, every day,” they answer. One urgently needs a report, the second - a discount, the third - a free audit.

And accounts always agree, but what do they ask for in return? In 99% of cases, nothing. Well, the client did not leave us - and thank God.

Develop a healthy partnership position and symmetry in client relationships. The client asks for something - ask in return for consent to the case, or at least a review.

Problem number 3. We do not know what to do about the case, or the Impostor Syndrome

There are big uncles at conferences who do something unique, and then show it to the astonished public. And we just sit quietly and set up the context or make websites. We have nothing to tell. This is not true! Any most routine task can be skipped through the list of magic questions (read on), and you get an interesting case.

The other side of the same coin is the professional snobbery that is found among star employees in strong agencies. What, again to write about how they lowered the price per lead, increased the number of leads? Let our colleagues laugh at us!

It is important to remember that you are not writing case studies to decorate your resume, not for colleagues in the shop, and not to scratch your sense of self-importance. You write case studies to make it easier for marketers to sow branded content, and for managers to sell agency services. And what seems like banality and Captain Obvious to you can be a breakthrough and insight for your target audience.

Problem number 4. What if competitors find out how we work and apply it at home?

My favorite objection. As if there really are some Internet marketing secrets that can be blabbed out, everyone uses them, and they stop working. Most often, people do not implement useful features not because they did not know that it was possible to do so. The reason is more prosaic - they have no time, no strength, the client did not agree, they could not convince, and so on.

Let's say you really saw through some kind of chip, and it will stop working if it starts to be massively used. But they will find out about it anyway in 3-6 months, the “secrets” in this area do not live longer. And it will be better if you are the first to declare authorship and “appropriate” your expertise on this issue.

What to do a case about?

Reduced cost per lead, increased the number of leads. The topic itself is banal, but with the right approach and the presence of a conflict (about the conflict - further), it can be exploited endlessly.
Testing the new format. Vendors (Yandex, Google, My Target) regularly roll out updates, new formats and products. The task of the vendor is to cover the information space with content as much as possible using the new feature. Use it in your content, test it in cases, and vendors will take your content and distribute it to their audience.
We tested the hypothesis: “we thought so, but it turned out that way”. Generation and testing of hypotheses is a topic for a serial detective story, tell us about all the working hypotheses.
how we screwed up. People love to read about fuckups much more than about success - use it. It is clear that you will display any story about a fail at the end as success, but put the fail in the title. This way you will get more views.
Increased conversion. Mix with item number 3, shake, add salt and pepper - and a delicious case is ready.
Who is cooler - "Yandex" or Google, "VKontakte" or Facebook. Vendors are vain and always play against the "enemy". Arrange battles and get the attention of the public.
What works in this topic. A selection of cases on medicine, real estate or repair is something that any editor of the professional community will drag to himself with great pleasure.

How does the title affect the case?

Below is a selection of Callibri cases. In all these materials, approximately equal amounts of seeding and distribution efforts were invested. At the same time, the materials received a different number of views and shares.

If shares depend on the quality of the materials, then views depend on the title (since we excluded such a variable as different coverage when seeding). What headlines performed the best?

What Headlines Work Best

As we can see, the topic "Pain, screams and humiliation" received the most views. Maxim Ilyakhov at one of his webinars called this technique like this: “Add any of the seven deadly sins to the headline, and you will hook a large audience.”

An example of using envy: "Watch how the children of the oligarchs are having fun on a yacht." Envy plus lust: "Watch how the children of the oligarchs are having fun on a yacht with topless supermodels."

The more sins used in the title, the more yellow it is, and the wider the audience. But with sins in case titles, we need to be more careful - we do not need the whole audience, but a professional one. More yellowness - more views, but less target views. Therefore, it is important to strike a balance between yellowness and professionalism in the title.

Bad and good case examples

All examples below are taken from agency websites and professional communities.

Example #1

Usually during a speech, I show this case and the audience unanimously says that the case is bad. If you make out what exactly it is bad, you get the following list:

The purpose of the project has not been formulated.
The graph reflects the growth of website traffic, not business indicators (leads, revenue, ROI).
The growth of calls and the volume of shipments is reflected in the result, but there are no details on the channels (how much Yandex gave, how much Google, what share of search traffic, what is paid), there is no evidence of the result and understanding exactly how the effectiveness was calculated and where the confidence came from that customers comes from this agency.

Example #2

Website developers often give out such “announcements” as cases. No details, tasks, solutions are covered in such announcements, the meta-message of such a case is “we can make websites, here, look.”

Example #3

Example #4

And here is a case from the professional community of marketers on VKontakte.

What is missing in this case? Most often, the audience with whom we analyze this case calls:

Lack of cost data. They attracted 600 thousand rubles, but how much did you spend on attracting? Maybe it's all negative?
What kind of complex work, what exactly did you do and how?

Example #5

You probably read and think: are there good cases or did we pick up only the most trash? Pay attention to this case.

Visually, the case looks the same as in example #1. However, as soon as I read the title and the first three sentences, I immediately wanted to finish reading. Why? What is in this case that was not in the previous ones? There is a conflict in the case: there is a victim - the affected site, there is a hero - an SEO contractor, who is also the author of the case, and an anti-hero - Yandex.

The human psyche is so arranged that we get bored reading about SEO (even if it is our bread), but we are always ready to pay attention to stories with a conflict.

To recap: what are the mistakes that make a case boring?

6 mistakes that make a case dull

Mistake #1. There is no conflict in the case

I repeat: in order to attract and retain the attention of the user, there must be a conflict in the case. A conflict is a clash of interests. Lay out any case and find in it a hero, an anti-hero (as you understand, this is far from always a person; for example, the hero’s laziness can be an anti-hero), add vicissitudes to the case - sudden upheavals in the course of events. Such cases will always be read to the end and remembered better.

Something happens to us when we sit down to write lyrics. Everyone has heard about Maxim Ilyakhov and infostyle. But we still turn into students who write term papers, and they have a little bit of knowledge, but we need to give out 100 pages of text. For this reason, and also in order to seem smarter and closer to science, students add stamps and stationery.

Real texts that I received from agencies when writing a case:

Avoid such texts and mercilessly cut out the wording with an editorial razor.

Mistake #3. Case teaches nothing

People don't spend time studying your case because they want to know how your company works. Let's be honest, they don't care about you. Cases are read in order to learn and use someone else's experience at home.

Someone argues that it is impossible to learn from other people's cases, as well as from someone else's experience. But readers will always have such expectations. And yes, it is impossible to fully integrate someone else's experience into your own conditions of the problem, but you must set the following tasks for the case: show a systematic approach, put some chips into service, dispel myths.

How is it that some cases do not teach anything? I see two scenarios.

It's not clear how you got the result

Look at your text. If it contains phrases like “An integrated approach to work allowed us”, or “Systematic website promotion”, or “We optimized campaigns, and the cost per click decreased by four times” (how did you optimize it?), omit them and formulate a real list of works. Write all the details: what exactly did you do, how, why, and what worked and what didn’t. Without this, the case turns into a set of useless stamps.

The case is not relevant to the audience

Conference organizers love such cases: “Ozon launched a neural network and, using predictive technologies, determined when a user made an order - and sent a parcel to his region in three days.”

It sounds cool, but if you are speaking at a regional conference for several hundred people, it is highly likely that your audience is IP Pupkin, the owner of a car service and car wash. He doesn’t even have goals set in Metrica, and you tell them about spaceships plowing the expanses of space. Do not do like this.

Mistake #4. Cause-and-effect relationships are broken

I'll show you with examples.

First

Agency N sends the text of the case to me for editing: “We worked with the client for six years, and suddenly in the sixth year we set up end-to-end analytics, calculated ROI, it turned out that the investment was unprofitable, and we reconfigured the campaigns and got an increase in ROI up to 350%.”

How did you guys work before? And why did they start working normally only in the sixth year? I asked these questions to the author of the case, and it turned out that they omitted an important detail: this year, the customer finally agreed to make a full-fledged online store with a shopping cart, and it became possible to set up an ecommerce report.

When we put it this way, the reader comes to the conclusion that it is better to listen to the experts from the agency. And as a result, we get a more qualified and loyal customer.

Second

Agency K writes at the very beginning of the case: “We needed to get more leads at a lower price, and we immediately connected the K50 service.”

Why immediately? And how about checking what queries generated impressions, how the campaigns are grouped, what is in the ad text, and whether the landing pages are relevant? I ask these questions to the author of the case, it turns out that he checked all this, moreover, according to his checklist. We took a checklist, added it to the case and got +200 to the usefulness of the text.

Third

Agency M writes: "We chose the Callibri call tracking service because it is the best."

In most cases with the participation of our service, agencies write this way. Of course, I am pleased to read this, but the readers - not so much. They do not like frontal advertising, so it is worth being honest about the criteria by which you chose. For example, we connected Callibri because we really needed 8800 replacement numbers, or number forwarding, or a complex regional substitution, which was offered only here.

We return this causal relationship to its place and at the output we get a native advertising format that does not cause rejection.

Mistake #5. Too many details

A friend from the agency sends me a fresh published case, I read the title and rub my hands happily: “Yeah, it looks like someone finally decided to figure out if real estate really has such a long decision-making cycle as is commonly believed.”

Give me the conclusion on a silver platter, how many times, according to the results of the study, touched the user on average before he sent the application. And the case will be completed.

How to make a case. Algorithm

Before the beginning:

Formulate your expertise.

No need to write a case about everything in a row or about Internet marketing in general, decide on your expertise, USP and broadcast about it. Not directly, but as a red line, a meta-message across all your content, “We are well versed in …” should flash. Here write something specific and specific that really sets you apart from your competitors.

Choose a product.

What is your locomotive product? Which products have the highest margin? Write about it.

Describe the requirements for the client.

It's important here:

Formulate requirements for the minimum amount of data. We once spent 10 hours setting up a multiwidget for a client to write a case study based on the results. A month later, it became clear that the traffic on the client's website does not exceed 50 visitors per day, and in order for the amount of data to be a representative sample, one has to wait another six months.
Do not do cases with hemorrhoid clients. Choose those that allow you to work as autonomously as possible. Otherwise, you may find yourself in a situation where the client requires you to write a text about him, according to his style, with his edits. And he communicates with you as if you are not writing a case for your promotion with his participation, but he ordered from you paid services copywriting and posting text about it on external sites.

Case structure

This is the skeleton of the case. A specialist strings "meat" on this skeleton.

In order for the skeleton to be overgrown with meat, skin, and we breathe life into it in the form of a conflict, we need to drive the case through 20 questions. Here are the first eight of them:

Who is the customer? What is the company?
What is the mission of the project - who needs it?
How did everything work before?
What did not suit?
Is there anything unusual about the task?
Are there any limits - money, time, personnel, laws?
What difficulties were expected? What happened?

I honestly stole the list of questions from this article on Texterra.

Check for stamps

The most frequent in digital cases:

complex marketing;
complex solution;
360 degree marketing;
a full range of;
fruitful cooperation;
Internet representation;
representation complete information O …;
actual information;
modern technological design;
consolidated their position in the market.

Did you find a stamp in your text? Delete without delay.

How to motivate employees to create cases

If by the end of the article I managed to infect you with love for cases, that's great. But colleagues and employees who do not share your love may get in your way.

If you are a leader, there are three wonderful carrots for subordinates:

Money

I met agencies that pay for each case. In my opinion, it would be smarter to introduce a grading system: an employee receives a higher salary if he:

undergoing certification (Yandex.Metrika, Direct, My Target, and so on);
conducts training;
once a quarter writes a case.

Vanity

Target ambitious employees and pressure the case to be published under their name. Growth-oriented people quickly get addicted to author's publications, speeches and are ready to work harder and better for this.

Use it, give them the opportunity to become more famous, sow cases with their name on large sites. Are you afraid that the employee will become arrogant and ask for a higher salary or go to a competitor? There is always such a chance, but I believe that only a leader who knows how to retain strong employees is able to create a truly great company.

Excitement

One large agency launched a competition with a case with a valuable prize. A dozen employees responded immediately.

parting word

Take the time to build a case creation and distribution system. At first, this will eat up a lot of resources, but in the long run it will pay off the investment. This is especially important if your agency operates or wants to operate in an above-average segment.

Write

We have released a new book "Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.

A case is a specific situation in the life of a firm or company, described in detail: starting with the emergence of a problem, defining a goal, setting tasks, and ending with a description of the results.

More videos on our channel - learn internet marketing with SEMANTICA

The case is like a photo album of a newborn, in which loving parents collect details of the baby's life. They glue an envelope with the first curls, a tag from the maternity hospital, record the dynamics of weight and height, indicators of the development of speech and fine and gross motor skills, daily photograph and film not only the child, but also those who are involved in the upbringing process, write letters-dreams about how they want to see him in the future and what efforts they make to raise a worthy person.

How cases are used

Case (case-method - "case-study") was originally invented 100 years ago in the United States for teaching management disciplines at the Harvard School. The teachers asked successful businessmen to describe in detail the history of the creation of the company, and based on these stories they created situations (“presented problems”), the solutions of which were found by the students. This teaching method is considered one of the most productive. In addition, today at a job interview you may be asked to solve a case.

In 2010, the term adaptive case management (ACM) appeared. This technology allows you to find an effective solution to the problem. At the same time, ACM participants use established templates that are adapted to a specific situation, i.e. choose the best of what has already been used before.

Case in marketing

This is a powerful tool to increase sales, which must be used where you can visualize the results of what was BEFORE and became AFTER.

The case scheme is standard:

Detailed description of the situation.
Identification and definition of the problem.
Setting goals.
The process of solving problems and achieving goals.
Result, comparison with initial data.
Reviews.

Case types

Marketing cases can be divided by text size into:

short - about 1.5 -2 thousand characters;
medium - about 500 words;
long - 7000-10000 characters.

Some researchers argue that longer case stories that have a gripping plot evoke positive emotions and gain more likes.

It is better to create at least 2 versions of the text by volume: one will be an abstract, and the second will be a detailed narrative about how your product solves customer problems.

By form:

text - it is supposed to have pictures, tables, graphs and even animations.
text and presentation - it turns out brighter than the text version.
video is the most costly from a financial point of view, because. you need to write a script for a video, pay for the work of the operator and designer.

Using cases in marketing, advertising

Potential clients trust real cases more, which allow assessing the level of professionalism of employees and understanding the features of building strategies in project implementation, the validity of the cost of services or products.

The task of a case in advertising is to demonstrate a service or product in action, to provide convincing answers to all the objections of a potential buyer, to convince the client of the need to purchase the company's products. The case is used for more effective promotion of the site, any service or product.

Case goals:

Present a material that will show clients the whole process and scope of work to solve the problem.
To prove to the client that the company has sufficient positive experience in achieving the goal.
Show the effectiveness of decisions made by the company.

In addition, there is another task of describing the case - this is an opportunity to analyze the work of your company and evaluate what helps to achieve the goal and what hinders.

How to conduct a case study

It is necessary to analyze everything that was done, using, first of all, statistics and evaluating the final result.

Evaluate the processes, determine which are successful and which are not.
Pay attention to the coherence of the team.
Answer the question: “Are the costs justified to achieve the goal?”

Analysis of the case will allow you to understand what mistakes were made. You will understand how to avoid them in the future.

How to write a good case study

Successful cases are selling cases. When developing them, you need to remember 10 rules.

Write a catchy and catchy headline. They can be of two types:
- title-problem: How to quickly and easily make a stylish renovation in your apartment?
- title-result: Dream apartment in 30 days!
Put in the base interesting story your client. Tell us about his problem and how you dealt with it.
Accompany the narrative with visual information - tables, graphs, diagrams. Show off your services or products.
Write in plain language for the target audience. Eliminate incomprehensible terminology and professionalism. Use simple clear sentences.
Compare the situation before and after. Show some subtleties in overcoming difficulties and successful completion project. Quality design is no less important than numbers.
Add testimonials from customers and employees.

Cases allow you to tell about your company. They increase credibility, attract customers.

“Dry theory, my friend, but the tree of life is lush green” - they usually remember the famous classic phrase when they want to say that it’s time to move from words to deeds.

To complement the discourse on cinema marketing, I decided to invite all interested readers to practice practical marketing.

Firstly, it is much more interesting for me, as an author, and for you, as readers, and secondly, it will allow us to add new aspects and details of elaboration to the topic on which we solve problems.

In addition, in the course of solving the tasks I propose, any reader will be able to offer their own case for public discussion. Perhaps, in this way, some problem will be solved for someone and one headache will become less.

I want to immediately clarify the understanding of the prospects for waiting for the results of this project, so as not to mislead readers, and especially participants who offer their own options for solving problems. Find an unambiguous, uniquely correct solution of the problem posed in marketing cases tasks we will obviously never be able to. And this is connected, first of all, with the very nature of marketing, as a science of perception. And, as it has long been known: "There are no comrades for the taste and color."

Therefore, the main task of the cases is not so much to get an unambiguous answer, but to study the decision-making technology itself using practical examples. Designate a range of factors that affect the result, summarize the experience of cinemas that have already been looking for solutions to similar problems. And, at least, determine the vector of direction and methods for solving the problem and at least one more step closer to the cherished goal.

In general, for me personally, marketing is 50% creativity and 50% technology. Technique is marketing tools, and creativity is not only unexpected and original creative solutions, but also intuitive variability in the use of these very marketing tools. I would compare the technology for solving a marketing problem with taking an integral. It is known that even a monkey can be taught to calculate the differential, but only Homo sapiens can take integrals. The only difference is that in marketing all integrals are not taken.

TOPIC: MARKET VOLUME. PROBLEM FOR EXAMPLE.

Preamble:

Knowing and predicting the volume of the film distribution market is one of the key factors for being able to correctly assess the competitive position of the cinema, its financial potential, the effectiveness of the competitive strategy, the prospects for payback, the need and size of investments.

Case №1-1

Conditions:

The average monthly actual box office in the city of N with a population of 100,000 people, with one five-screen cinema in the shopping and entertainment center operating for two years, is 3.98 million rubles. and the average monthly attendance is 20,000. Another four-screen cinema has been opened in the new mall. The repertoire policy of cinemas does not have significant differences. The pricing policy of the new cinema differs from the current one by lower prices by 30%.

Task:

Determine the total average monthly box office in city N if the operating cinema adjusted its prices by 30% downwards?

Additional information:

Parameters of the current shopping and entertainment center: area 20,000 sq.m., standard content for tenants + zone for children's gaming machines, distance from the city center -700 m, nearby sleeping area. The cinema has the largest hall in the city.

Parameters of the new mall: area 25,000, standard tenant content + slot machine zone + fitness center, distance from the city center - 0 m.

An example solution:

To begin with, let's deal with the possible change in cinema attendance in general. Let's define the factors that can affect the change in attendance:

a) Ticket price reduction
b) Interest in the new cinema
c) Advertising campaign for the opening of a new cinema
d) Reciprocal advertising activity of the operating cinema
e) Improved service availability (distance, total number of sessions)

Let's make an assessment of the possible change in attendance by the influence of each factor separately.

a) Ticket price reduction- can affect both the frequency of visits to cinemas and the attraction of an additional audience, for which the price was a fundamental decision-making factor. Since the cost reduction was significant, it can be assumed that this factor will increase cinema attendance from 10 to 15% with a phased achievement of this result.

b) Interest in a new cinema- most likely will provide a local surge in attendance of the new cinema during the first one or two months, mainly due to visits to the previously operating cinema, this factor can provide an increase in attendance up to 20-25% in the first month, followed by a decrease to 0%

d) Response advertising activity of the operating cinema - will not have any significant impact on attendance and will most likely affect the general hype around film distribution in the city, however, you can count on an increase of 3 to 5%, mainly due to a synergistic effect with lower prices

e) Service Accessibility Improvement(distance, total number of sessions) - at the initial stage it will not give any significant results, but in the subsequent period it can bring up to 10% increase in attendance.

Conclusion: the total number of cinema visits as a whole can increase from 27% to 55% in the first month of a new cinema and then stabilize to the level of 23-30%. Taking into account the 30% reduction in the ticket price, it can be assumed that the city's box office will increase by 10% in the first or second month of the new cinema's operation, with subsequent stabilization at the previous level or even a decrease by 3-4%.

Perhaps for this task you will offer a different argumentation and formulate a different conclusion. Let's discuss together, offer your solutions.

Below I propose two similar tasks as a development of this one.

TASKS FOR STUDY.

Case №1-2

Conditions:

Match conditions Case №1-1

Task:

Determine the average monthly box office for each of the cinemas.

Case №1-3

Conditions:

Match conditions Case №1-1

Task:

Determine the total average monthly box office of city N if the operating cinema left prices at the same level?

_______________________________________________________________________

Case №1-4

Conditions:

The volume of the region's annual cinema market is determined by the formula V=P*K*S, where V is the actual volume of ticket sales per year, P is the number of residents in the locality, K is the attendance rate, S is the average ticket price

Task:

Create a formula for calculating the values of K and S, using socio-demographic, economic, migration and other indicators of the state of the region. All indicators must have an unambiguous interpretation, have specific values, and be freely available.

Possible indicators:

Average salary, number of students, number of schoolchildren, average age audience, diversification factor of production, remoteness from a more developed center, number of cinemas and the level of their equipment and multiple screens, suburban population, etc.

H some explanation for this case. Based on the variety of factors that affect the volume of the cinema market and the absence of any clear proven dependencies of the market on these factors, most likely this task has a pronounced futuristic character. I dare to suggest that a couple of years will not be enough for any research institute to search for a cherished solution. And taking into account the constant variability of the very number and composition of influencing factors, the search for this solution generally loses its meaning.

However, knowing the formula for accurately calculating the volume of the cinema market is one of the most cherished desires of investors. Therefore, I propose to use the only scientific approach that is always at hand to find a solution to this problem - the scientific poke method. Do not be shy, offer any creative solutions, in the end, the combination of many factors can be expressed in one factor, and, at first glance, that does not affect the activity of moviegoers in any way.

Try to apply this problem to your own city.

The question is asked, as a rule, by students who have encountered this term for the first time. However, this concept is becoming popular in business communities. Before answering the question of what cases are and giving examples of their solution, let's delve into the history of the origin of the term.

The emergence of cases

The concept first appeared in 1924. Professors at a prestigious university realized that the textbooks of previous years were not capable of preparing graduates for modern professions. The manuals and manuals that are relevant at this point in time have not yet been created, and the previous ones are already outdated. Then the professors thought out business cases - the actual tasks of our time that graduates had to solve. To do this, business owners were invited to Harvard, who instructed graduate students in detail. Entrepreneurs at the seminars talked about the real problems that their companies faced. After that, graduate students had to find their own solution to these problems. The peculiarity of such training is that there are no correct answers. You just need to find the best way out of the current situation. In other words, everyone chooses the solution of cases individually.

The innovation of Harvard professors proved to be effective. Graduates already at the exit actually had a semblance of experience. They knew the problems and tasks of successful companies, they could easily cope with the tasks. In fact, the solution of cases by the student gave him real practice within the walls of the university. Therefore, since the middle of the twentieth century, this method has become widespread throughout the world.

Appearance in Russia

In our country, even with the collapse of the socialist system in the nineties of the last century, the education system for a long time existed on the knurled. The country no longer exists, but there are USSR textbooks. Even textbooks on the history of the CPSU with Lenin on the covers finally disappeared only by the mid-nineties of the twentieth century, not to mention other disciplines.

And only Messrs. management cases began to appear in the leading universities of our country. Today this method is actively developed in Russia. In addition, thematic case-clubs are opened. Particularly popular with schoolchildren and students are the MSTU club. E. Bauman, NUST MISIS Career Center, etc.

So what are cases? Let's move on to the concept itself.

concept

Case (from Latin casus) - an extraordinary situation, a problem whose solution cannot be found in textbooks. A more accurate interpretation of the term "casus" is a problem that needs to be solved, however, this term came to Russian from English, in which the Latin word casus is pronounced as "case".

Students simulate a problem situation that is as close as possible to the real one, and they must find a solution. The bottom line is that there is no right answer. There is only the opinion of teachers and a real way out of this situation, if the case, of course, was taken from life. Solution methods, reasoning, collective discussion, etc. are evaluated.

So, what is a case, we explained, now let's move on to the goals.

Goals

Although the topics of the cases may differ from each other, the modeling itself, as a rule, has common goals:

Validate student intelligence and analytics.
Develop an argument for your position.
Developing resilience to stressful situations.
Teaching time management skills.
Development of communication

Cases during the interview

This method is used not only in educational institutions. Today, many firms use it during interviews. Every day, the employer looks less and less at the resume of the applicant, at the level of his education, work experience, etc. It is enough to offer a candidate for a position a few cases, and everything becomes clear about a person better than various pieces of paper and recommendations.

Of course, this does not mean that education and experience do not matter. Without them, you may not get to the stage of solving the case at all. However, it is the last stage that becomes the decisive factor when choosing an employee. In this regard, Google stands out, which develops its own case modeling techniques. They are specific to each job. Work experience, level of education will not help the candidate if he cannot solve cases. And they sometimes amaze the imagination with their deceptive simplicity.

Case examples

Let's take an example. The company faced the problem of the efficiency of employees in the sales department. Three people work. The first works with 70% of clients, the second - with 20%, and the third - with 10%. With these indicators, the second one shows the highest sales, but it only works with regular customers. The third, on the contrary, works only with new clients, while the first works with both new and regular ones. The task for the manager is to increase the sales plan and redistribute the flow of customers in such a way that the company receives maximum profit.

To solve this problem, you need to answer the following questions:

What are the possibilities for improvement in this situation?
What standards can help improve the results of each salesperson and the sales team as a whole in the long run?

Perhaps the first seller works best with new buyers, or with regular ones. It is also worth trying to swap the second and third seller. Those. the second one will only work with new ones, and the third one will only work with permanent ones. Perhaps they have a professional crisis, and a change of scenery is needed.

Second example

An interview is underway for the position of Head of Human Resources. The candidate must have such a quality as the ability to be flexible and avoid unnecessary conflicts. It is proposed to solve the following case: the CEO insisted that the firm take the daughter of an influential person. The previous manager gave her the position of assistant secretary. The girl herself did not show herself in any way, she did not identify herself with the company, and she had no desire for career growth. To this is added the lack of experience in other enterprises.

During her work, her main skills have become: receiving incoming documents, keeping records, packaging documentation in folders. Six months later, the position of a leading document management specialist was vacated. The CEO insisted that this girl take the position. However, the company has many other employees who deserve a promotion. In this task, the applicant must make a choice: either go against the general management, or work with a disgruntled team.

Perhaps the candidate will find an acceptable option for both the CEO and the team. Case examples do not have correct solutions. Each case is individual.

There are not only business cases, but also cases in other areas: pedagogy, medicine, jurisprudence. In every profession, you can simulate a problem situation.

Experience British Airways, Guinness, Oreo, Pedigree and other famous brands.

To bookmarks

Founded in 1996, the international award Jay Chiat The Awards honor the best marketing strategies around the world. At various times, the jury included General Electric creative director Andy Goldberg, YouTube marketing director Daniel Tait, Ogilvy agency strategy director Gavin May, and other experts.

1.Under Armor

In 2014, sportswear brand Under Armor launched the "I will what I want" ad campaign to promote the women's collection.

In 2013, womenswear sales accounted for 17% of Under Armor's total revenue, and women perceived the brand as aggressive, results-driven, and "definitely not for us," the company said.

Under Armor's mission was to reposition the brand for women, from competing for first place to focusing on personal achievement. The idea behind the ad campaign was that in a culture where a woman is told what to be and what to do, the only way to break free is to build a personal vision of success.

Under Armor told the story of American Ballet Theater dancer Misty Copland, who was rejected from ballet schools because of her "wrong body." Despite this, she became the first African-American principal dancer with the American Ballet Theatre.

According to the company, the brand received 5 billion mentions online, and sales of the women's collection increased by 28% compared to pre-promotion figures.

The ad campaign was developed in collaboration with the Droga5 agency, which has worked with Google, Pizza Hut, email marketing service MailChimp and other companies.

2 British Airways

5. Newcastle brown ale

The American beer brand Newcastle brown ale was created in Newcastle in 1927. According to company representatives, they never tried to create unnecessary noise around the brand, but positioned it as a good beer for "ordinary honest guys."

The company had to think about new ways to increase sales with the advent of competitors who regularly organized activities with users online.

The agency analyzed user discussions on social networks and found out that one of the most popular topics is the Super Bowl, the final game for the title of the US National Football League. Droga5 then looked at the advertising campaigns of other brands and came to the conclusion that their advertising activities peak on the day of the game. Newcastle brown ale and Droga 5 opted to advertise during the week leading up to the game instead.

The campaign was held under the slogan "As if we did it." The idea was to show what kind of advertising Newcastle brown ale could do before the game if the company had the money.

One of the campaign banners

The agency developed 15 banners for online promotion and an animated video featuring actress Anna Kendrick.

Along with this, Droga5 released a video in which Kendrick talks about his "role" in advertising.

As a result of the campaign, the Newcastle brown ale brand received 600 media mentions, 10 million ad views and an 18% increase in sales.

6.Oreo

In 2012, Mondelez's Oreo biscuit brand reached peak sales in 2012, the company said. In the same year, the company turned 100 years old, and the question of further development arose before it.

Oreo is associated by consumers with childhood and parental care. Company representatives set themselves the task of updating the brand's positioning and promoting the Oreo brand instead of advertising cookies: "We focused on Coca Cola and Lewis - it's not just soda or jeans, but something more."

To develop the advertising campaign, Oreo engaged the creative agency Martin Agency, which also collaborated with Subway, Dunkin Donuts, Tic Tac and other brands.

The campaign was based on the idea to awaken consumers' curiosity about the world. Martina Agency developed the platform Wonderfilled, which hosted videos starting with the question "what if we give Oreo...?". For example, in the Oreo video, the vampire is asked to drink Oreo milk instead of blood.

According to company representatives, the number of references to Wonderfilled online has exceeded 56 million. Well-known publications wrote about the campaign: The New York Times, Creativity Online, Ad Age, and the videos became "ads of the day" on the AdWeek website. Oreo sales increased from 8.1% to 13.2%.

7. iPhone 6

In 2014, Apple released two smartphones: iPhone 6 and iPhone 6 Plus. According to company representatives, the gadgets were successfully sold, but users often compared them with other smartphones in terms of characteristics: battery level, camera, speed, and others. Apple decided to change the attitude of consumers towards the brand so that they choose the iPhone regardless of the characteristics.

The company analyzed what users value most about the iPhone 6. It turned out that it is the quality of images and videos.

Apple engaged creative agency TBWA to develop the ad campaign. It found that Instagram has over 91 million posts with the hashtag . Also, many photographer users indicated "iPhone only" in the description of their profiles. This meant that the published photos were taken using the iPhone's camera.

8. Pedigree

In 2010, Pedigree faced a number of difficulties: increased competition and a lack of understanding in which markets to invest in - developed or growing. Also, the company was faced with the task of updating the brand positioning, which at that time had not changed for twenty years.

Pedigree partnered with BBDO to develop the advertising campaign. It offered to touch the feelings of consumers and talk to them about why they love dogs and what role animals play in their lives.

Pedigree did a study and found out that dogs have a positive effect on people. The company also found that consumers love dogs for their innocence and loyalty. According to Pedigree, people lose their innocence and innocence over time, so spending time with a dog is "an opportunity to return to yourself."

BBDO has released several TV commercials about the relationship between a dog and a human: " Boys in the top 50 rating of emotional advertising feelmore.

9. Rei co-op

The Rei co-op outdoor brand was founded in 1938. According to company representatives, the main thing for Rei is not profit, but employees and customers. The company has created a community of outdoor enthusiasts around the brand, which includes more than 5 million members.

Rei faced competition in the marketplace and hired creative agency Venables Bell and Partners on the condition that the promotion budget was limited. At the time of the launch of the advertising campaign, Rei had never told the story of her brand to clients.

The launch of the campaign was scheduled for the period of the American Thanksgiving holiday, immediately after which the day of sales "Black Friday" takes place. The agency conducted a study of Rei's target audience and found out that consumers do not want to spend their weekends in stores. Then Venables Bell and Partners came up with the idea to close all Rei co-op stores on Black Friday and invite employees and customers to go out of town together.

According to the agency, 1.4 million people spent "Black Friday" with Rei. More than 170 organizations closed that day in support of the campaign, and parks let protesters in for free.

Rei also attracted 1 million new community members, received 1.2 billion social media mentions, and became the top 11 Twitter trends in 2015.

10. Ad Council

The Ad Council, a non-profit advocacy organization, has launched a "love has no label" ad campaign.

The Ad Council conducted a study and found out several facts, for example: one in five representatives of sexual minorities in the United States feels rejected by society, six out of ten African Americans do not like the way others treat them, up to 85% of students have been bullied. The Ad Council also found that almost all Americans believe that they do not judge anyone.

The purpose of the advertising campaign was to help Americans reconsider their beliefs. To do this, the Ad Council invited the digital agency R/Ga to cooperate, which worked with Lego, Nike and other companies.

On February 14, 2015, the Ad Council organized a video installation. Viewers saw real people whose movements were duplicated by an "X-ray image" on the other side of the screen. Within 24 hours, the video was viewed by 11 million users, the company said.

As a result, Ad Council received a total coverage of more than 110 million views, 825 thousand likes and 1.6 million reposts on social networks.