Press + Praise

HeatTrak Improves Shopper's Confidence with Release of Entertaining Video


HeatTrak addresses customers' most common questions in animated instruction video, and explains how to install, operate, and control residential snow-melting mats.
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 and 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."

Read the original press release here.

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