&ldots; after sale support eats through the margins on your low cost product? The Affordable Logic Analyzer BU (lovingly referred to as AL) at Tektronix realized their in the box training was a little too advanced for first time users. They decided the best fix was to create an "open me first" video.
was to design one as
fresh and friendly as their new products. I met with their support
and marketing folks to define what constituted competency on
the 1230. I asked them for a set of plausible problems whose solution
demanded learning those basic steps. Not only would the tape explain
operation, it would teach basic problem solving techniques using a
logic analyzer. I also created a couple of characters with their own problems.
our downtrodden,
board designing hero, Bob, wants to do just before vacation is
to learn a new instrument-especially a logic analyzer. But his
unreasonable, demanding, thoroughly familiar boss, Big Al, has
his own priorities. Bob has a weeks to months long assignment, and
the rest of the day to finish it.
recognition and revenge powers this show and a sequel. Unloveable Big Al, however, became a hero to the sales force, got star billing in the next tape, appeared on motivational posters, and got his own solo video. Although a lengthy operation tape, 1230 Operation was successfully used for marketing, especially in Great Britain.
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