Our Case Studies
Voice of the customer survey
Objective: A random sample of Client X’s customers were surveyed on how they perceived the brand in relation to a number of key performance criteria: quality, lead times, cost, reliability, after-sales service, comparison with competitors, etc.
Essentially, the objective was to identify both positive and negative customer feedback with a view to then taking action in those areas of the business where improvements to products and services could be made.
Approach: SilverBullet PR created a survey template and devised a list of questions and then set up appointments with key customer individuals.
SilverBullet PR chose to conduct the survey via phone calls or online Zoom/Teams calls with each call lasting on average 15-20 minutes. It was felt that having one-to-one contact with those being surveyed would be more effective in gaining honest and accurate feedback, as well as giving survey respondents the opportunity to provide more expansive, in-depth answers.
Each interview was recorded and the questions were left ‘open’ to make the survey more personal and engaging. The surveys were conducted over a period of 4 weeks.
Results: SilverBullet PR analysed, summarised and tabulated the survey results and prepared a detailed report on the findings to the client. 75% of those contacted by SilverBullet PR agreed to take part in the survey, which was a fantastic response rate (in comparison to a less personal email/online survey which can be frequently ignored or disregarded).
The client then presented the results of the survey to its sales team, giving them clear direction on areas that needed improving, while celebrating the many positives from the survey that the team had achieved.
Client X has decided to conduct a similar survey every two to three years to ensure its customers are receiving the level of service and product performance they deserve and expect.
Storybook for an engineering trade show exhibition
Objective: SilverBullet PR was tasked with creating two forms of copy for a storybook describing the exhibits on Client X's engineering trade show stand.
One form of copy was for a giveaway pamphlet detailing the layout of the stand and the items displayed there (the name of the installation, its story and Client X's products used). In addition, copy was also required for an online version of the storybook which had a similar purpose but was more detailed and interactive in telling the story behind each exhibit on the stand.
Approach: Managers and engineers with responsibility for each exhibit were interviewed by SilverBullet PR about their specific product(s). This provided us with key product information, as well as the benefits the product or technology would provide to customers.
The interviews were recorded and copy generated for the online storybook and stand pamphlet. For the copy itself, we adopted a punchy, informal, story-telling style which we felt would better suit an online audience, as well as visitors to the stand.
Results: Client X was extremely pleased with the finished storybook and pamphlet. Feedback from both the client's own employees and visitors to the stand was very positive.
Website traffic for the online version of the storybook exceeded the client's expectations, while also resulted in a higher number of visitors to their stand at the exhibition compared to previous years. The number of leads generated at the exhibition also exceeded the client's expectations.
Press conference and factory tour
Objective: Client X was about to launch a new range of products and services aimed at plant managers and maintenance engineers across specific key manufacturing sectors. The client gave us a brief with the objective to attract at least 10 Editors to the event, which involved a press conference and tour of its production plant. The aim was to maintain/strengthen relationships with the Editors and attain more press coverage in their magazines and online media.
Approach: SilverBullet PR identified 35 key target engineering trade press magazines and sent personal invitations to the magazine Editors. The types of media invited included both horizontal trade press (engineering, maintenance, process manufacturing, drives, controls, automation and instrumentation) and specific vertical manufacturing media (food and beverage, steel, paper, cement, mining and quarrying).
SilverBullet PR followed up the initial invitations with emails/phone calls to each Editor to gauge their reaction and, if necessary, explain more details to them about the event.
On the day, SilverBullet PR was present at the production plant to welcome the Editors and support them throughout the day's itinerary, which included an exhibition and presentation by the client, demonstrations of the new products and services, a 'hands-on' workshop where the products could be examined in detail by the Editors. This was followed by a factory tour and buffet lunch.
After the event, SilverBullet PR supported the editors with all their requests (e.g. photos, more information on products, datasheets and setting up interviews with key client staff).
Results: Of the 35 Editors invited, 17 attended the event, which was an excellent success rate. The 'hands-on' workshop was very effective in engaging the Editors with the client's new products.
The factory tour gave Editors the opportunity to ask questions about the various production processes and to see for themselves how the new products and services were being used in the client's own factory, and the benefits they had seen from this.
Following the event, all 17 Editors who attended published a total of 39 pages of editorial content in their magazines or online media. In addition, SilverBullet PR has since built and maintained relationships with the Editors, resulting in even more press coverage for the client in other areas of its product and service portfolio.