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  June 2002
Welcome to the Brigham Scully Newsletter.  
The Growing Importance of Case Studies

There's nothing quite like closing a sale, no matter how big or small. Each one is important. The old adage goes that 80% of your business comes from 20% of your customers. To keep business prospering, you must keep receiving referrals from (and getting additional referrals into) that 20%. How can you be sure your customers are talking about you?

The Case History lets you have your cake and eat it, too. Not only does it provide information about the successful use of your product or service to a slew of new prospects, many of those prospects could well be in your customer company…albeit in another division, another site or a business partner.

More than just a sales tool, Case Studies show prospects how someone in a situation similar to theirs is benefitting now by using your product/service. Not only that, but publications love to hear about how products are being used. Case Study placements are a sure way to entice prospects…in and out of customer companies.

Among client customers recently contacted are the State Department, Cal State-Sacramento, UC-San Francisco, Caesar's Palace, University of New Mexico BioLabs, San Francisco International Airport, New Orleans Regional Transit Authority, DePaul University, The Pond, the Cherokee Nation, Star Cruise Lines, Austin RTA, Huntsville School District, and the proverbial many others. See write-ups on many client customers at

Trade Show Marketing

Trade shows are a great way to see lots of prospects at once. To get the most booth traffic, here are the basics. However, for real success, they are just the beginnings.

  • Promote your audience ahead of time - Give people reasons to come to your booth. Shows often offer mailing lists of past attendees at a reasonable cost.
  • Train your booth staff to help people. They aren't just there to give away pens. Be sure the staff is informed on the key benefits of your product/service.
  • Actively greet people who are walking by to engage them. If a passerby isn't a direct prospect, they may know someone who is.
  • Use good booth signs that say what you do and include your name.
  • Follow-up after the show.

For more tips, call us. We just put together a full show marketing campaign for a client and could do the same for you or your referral.

We hope you have found this newsletter to be informative.  If there are others you know that would like to receive this email, please feel free to forward us that information or call us at (818) 716-9021!
Copyright (c) 2002 Brigham Scully