In a business world populated by countless organizations relying on seas of software programs to achieve unlimited goals, breaking through the competitive landscape with a new offering is a very difficult task. It requires a sales team with a belief in and knowledge about the product at hand, enthusiasm, persistence – and a tool kit. While the box of assistance is likely to contain virtual demo programs, its effectiveness initially requires a simple and easily comprehensible explanation about the unique uses and value of the software. This messaging and its presentation is the key to getting the potential buyer to stop, listen for a moment amidst the constant hum of information, and peek in at the opportunity. It is also a challenging task that recently landed on our doorstep.
Among its diverse offering of amenities designed to meet the ever-changing business world, our client Ricoh has been providing IT services to the legal industry for over 20 years, including comprehensive document resources. One of its recent software products in this department is called REDI (Ricoh Electronic Discovery Insight). When installed in a company’s server, REDI enables a user to retrieve information through a simple-to-use search system, saving the company a lot of time and money in completing discovery requests.
To reign in new customers, the REDI group wanted to begin the sales process with a short and catchy video, which brought our video production team into the discussion. After reviewing the department’s written materials and getting walked through a demonstration of the software, we were convinced that explanations of its uses and benefits recited on-camera by programmers, executive staff, or professional voiceover artists would be too wordy to be impactful. This was particularly so when the topic precluded visual imagery to sprinkle over their sound bites.
Instead, we opted for a high-energy, visually appealing, and originally created kinetic typography video. V&V worked with the REDI team to understand the software in its minutiae, then to translate that knowledge into short, easily comprehensible phrases. Integrating the simple text with Ricoh branding, REDI screen imagery, a catchy melody, and creative motion, the alluring end product is causing heads to turn in REDI’s direction.
And that is its objective. Once a prospective customer pays attention to the introduction, the door opens to a demonstration of the product. That, I am convinced, will sell itself to companies inclined to improving their litigation strategies and defending against overly burdensome legal discovery requests.