The video strikes a balance between educational and entertaining; providing our customers with important information, while keeping their attention.
Paterson, NJ (PRWEB) November 29, 2012
When HeatTrak introduced its modular snow-melting mats for residential use, the company quickly realized that customers had a difficult time figuring out which products to buy to fit their unique applications. Additionally, the product’s innovative watertight connector cables, which allow multiple mats to connect together, confused some customers resulting in unnecessary purchases of extraneous components.
The Solution? A clever and entertaining animated video to tackle customers' most frequently asked questions and concerns. The comprehensive instruction video explains everything a consumer must know to make a confident HeatTrak purchase for their home. Since many customers are purchasing online, without having seen the products in person, the video gives customers an intricate understanding of the products, without them needing to physically touch and feel them.
The video was an immediate success among the company’s customers and distributors. Resellers, such as Costco.com and HomeDepot.com instantly requested the video for their websites as they realized the value it would bring to their customers. And the feedback from end users was positive. "What we've found is no surprise," explains VP of Sales, Ben Frommer. "Knowledge translates into confidence. When a customer understands the product, he is more likely to feel comfortable making a purchase. We've had an increase in sales and a decrease in returns and I attribute that to this very watchable, very informative instruction video."
The video runs approximately five minutes in length and carefully describes each item in the company's residential product line as well as instructions on how to install and operate them. But the video was crafted to be entertaining as well. "We knew the details were important, but we didn't want to bog down viewers with boring technicalities," explains Director of Marketing, Adrianne Burgher. "We had to strike a balance between educational and entertaining; providing our customers with important information, while keeping their attention."
HeatTrak is the world’s premier manufacturer of heated snow-melting mats. Founded in 2004, The Company’s products are an efficient and convenient way to eliminate snow and ice accumulation around the home or workplace. HeatTrak operates under two divisions. Its Residential Division sells heated mats for the home through hardware and home-goods stores throughout the United States and Canada. Its Commercial Division sells larger, industrial-grade products through facility maintenance and industrial supply companies in the United States, Canada, and Europe.