Situation: At SAI Global, we developed a new plug-in feature for our flagship software that significantly enhances its data analysis capabilities. However, many existing customers were unaware of how this plug-in could benefit them, and initial feedback indicated confusion about its functionality.
Task: As the Senior Technical Writer/Instructional Designer and collaborator with the sales and marketing teams, I was tasked with creating an engaging and informative product overview video that would clearly demonstrate the benefits and functionalities of the new plug-in, encouraging both existing and potential customers to adopt it.
Action:
Conducted a detailed analysis of customer feedback and support tickets to identify common questions and points of confusion regarding the new plug-in.
Collaborated with the product development team to gain a deep understanding of the plug-in’s features and the technical specifics necessary for the video.
Outlined key messages for the video, focusing on the plug-in’s benefits, such as improved efficiency, enhanced data visualization capabilities, and ease of integration with existing workflows.
Scripted a concise and clear narrative that combined technical details with user-friendly language, ensuring it was accessible to both technical and non-technical audiences.
Created the video using royalty-free stock footage from Pexels, company subscription stock footage from Adobe, video snippets from the actual plug-in, royalty-free audio from Audiojungle.net for the soundtrack, and Camtasia video editing tool to produce the final video.
Organized a preview session with stakeholders from marketing, sales, and product teams to gather initial feedback and make necessary adjustments.
Launched the video across multiple channels, including our website, social media and email newsletters.
Tracked engagement metrics such as views, likes, shares, and feedback comments to measure the video’s impact and understand viewer preferences.
Result: The product overview video received positive feedback from our customers and sales and marketing team. It generated a 40% increase in inquiries about the plug-in. Sales data revealed that the plug-in adoption rate increased by 30% in the quarter following the video release.
Feedback from customers highlighted that the video was instrumental in helping them understand the practical applications of the plug-in, leading to higher satisfaction and reduced confusion as reported in follow-up support tickets.
Overall, the video significantly boosted the plug-in’s market penetration and helped solidify our position as a leader in innovative compliance software solutions.
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