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Case Study

RMTrack Issue Tracking Solutions Inc. wanted to increase the ratio of demo setups and trial downloads to web site visits, ultimately increasing sales of their web-based RMTrack Issue Tracking application by creating an online animated software demo with professional voice-over. As of August 2004, RMTrack has sold 500 floating user licenses to 50 companies. Clients include Microsoft MSN, eHarmony, and Standard Bank London.

Target Audience

The primary target for the demo is software project teams. Secondary targets include the broad range of users who need to track any form of “issue” resolution. A typical demo viewer represents the full range of seniority and function, from junior QA personnel to CIO of large corporations.

Perception/Tone/Guidelines

• Easy, full-featured, flexible, fast, efficient
• Relaxed conversational tone
• Captivating, short, to-the-point
• Visuals and content to integrate with current RMTrack marketing and branding

Communication Strategy

Communicate the benefits of RMTrack using a real-life scenario and include an animated lead-in, prerequisite concepts, screen actions, and professional voice-over. The focus of the demo will be the unique and easy-to-use customization capabilities of RMTrack. All web visitors will have access to the demo without requiring registration. The number of times the demo is run and completed will be tracked.

Competitive Positioning

RMTrack has lots of competition in the crowded issue management software space. However, RMTrack has some unique features that make it a best-in-class product. A software demo was needed to highlight these differentiating features and benefits.

Singular Marketing Message

RMTrack is a simple yet powerful issue tracking solution that allows you to manage your issues, your process, your way.

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