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SUSE LLC

How an open-source software company used videos for increasing channel sales

1

About SUSE

Our client, SUSE, is a Germany-based, multinational, open-source software company that develops and sells Linux products to business customers.

Client brief

SUSE offers enterprise grade open source solutions backed by decades of experience in making the promise of open source a reality. The SUSE Partner Program for Cloud Providers allows you to give your customers access to a broad portfolio of SUSE solutions including SUSE Linux Enterprise Server, SUSE Linux Enterprise Server for SAP Applications and SUSE Linux Enterprise High Availability Extension.

The video was to help potential Partners (and Business development executives, C-level, IT professionals, Sales executives, Cloud Architects) understand how SUSE can help you give customers an exceptional experience, be more responsive and faster than your competitors, and demonstrate ability to handle your customers’ workloads when THEY need it.

Story concept & premise

The hero (MSP) is an underdog, running (struggling with) their business. He faces demanding customers, threat from cloud providers, and cost & complexity of infrastructure. His fortunes change when he adopts SUSE. He is able to serve customers competitively. He leverages the best of cloud and open source to surpass customer requirements and win their trust. He is able to innovate and bring new offerings. He ushers in a new era of innovation, customer service and growth.

The concept used in the video is that of empowerment.

SUSE

SUSE ScreenPlay

Scene 1

VO Script:

The Cloud changed everything. PAUSE

You care for your clients. You work hard to solve their business problems. You respond to their evolving needs. You deliver.

Why? The Science behind this element:

Identifiable Hero, established as the good guy, associated with the audience (by saying "You")

Scene 2

VO Script:

Is that not enough? Why must running your business be harder than ever?

Mood, VO, Music:

Frustration build-up/ Perplexed, dejected hero

Why? The Science behind this element:

Establish the hero as an underdog, struggling; the audience should start feeling a low emotion

Scene 3

VO Script:

You already had demanding customers, asking for ever-higher performance and functionality

Visualization Instruction:

An angry customer

Why? The Science behind this element:

Add external stakes (customer satisfaction, business success) to internal stakes (struggle)

Scene 4

Shot 1:

VO Script:

You were already dealing with rising technology complexity and shrinking margins,

Shot 2:

VO Script:

And now, new competitors are threatening your business,

Shot 3:

VO Script:

promising the world in uptime, SLAs and performance,

Shot 4:

VO Script:

and adding new functionality,

Shot 5:

VO Script:

all at a lower price.

Why? The Science behind this element:

Put the audience on an emotional rollercoaster and take them down (before the thrilling ride up later on). Alternating emotional highs & lows (an emotional rollercoaster) is a powerful storytelling technique to create engagement

Scene 5

VO Script:

You work hard. But all your strengths are suddenly not enough

Why? The Science behind this element:

Lowest point in the emotional rollercoaster

Scene 6

VO Script:

PAUSE

Why? The Science behind this element:

The audience, if engaged, should now be eagerly looking for relief, for a solution

Scene 7

VO Script:

What if you could focus on what you do best – understand their business requirements, build strong relationships, serve customers – and use tools to automate your infrastructure doing things in minutes, which used to take hours?

Mood, VO, Music:

Slow build-up of hopeful music/ hero looks up hopefully

Visualization instruction:

Flip the lighting

Why? The Science behind this element:

Show hope. Give cues with music and tone of voice

Scene 8

VO Script:

Lower costs or better business outcomes. PAUSE. Why not both?

Why? The Science behind this element:

Drive home the point (impact AND wealth) by contrast (both intellectual & emotional) with the setup earlier, and drama (emphasis in voiceover)

Further, this is an Insight for the audience -- and an insight, delivered with conflict & drama, makes a video memorable

Scene 9

VO Script:

Partner with SUSE to leverage open source with all its richness, but without the complexity and chaos. That means you can provide a more scalable, flexible and reliable cloud offering

Mood, VO, Music:

music tempo builds up/ hero’s confidence builds up

Why? The Science behind this element:

Build-up the emotion back to a high (emotional rollercoaster) to keep them engaged. They will experience a higher-high due to the low emotion earlier, but attribute (and positively associate) the emotional rush to our solution

Scene 10

Shot 1:

VO Script:

SUSE gives your business the simplified management you need to accelerate your growth. Trusted by 78% of the Global Fortune 100. So ahead and Grow your business, not your costs or infrastructure hassles

Shot 2:

VO Script:

Make hybrid cloud your friend, maximizing performance and scalability

Why? The Science behind this element:

At this stage, the audience is most receptive to a solution, so will absorb and retain any information best

Scene 11

VO Script:

Innovate to build new service offerings without having to grow your overheads

Why? The Science behind this element:

Resolving a core conflict for the audience

Scene 12

VO Script:

Achieve up to five 9’s availability with SUSE Solutions. Surpass customer requirements and win their trust

Visualization instruction:

Same angry customer saying “thanks”

Why? The Science behind this element:

Gratitude is the highest form of payback. Elevate the stakes from price & performance to an emotional outcome

Scene 13

Shot 1:

VO Script:

So do what you do best: serve customers, innovate, grow your business.

Shot 2:

VO Script:

Simplify, Modernize, Accelerate.

Mood, VO, Music:

Climax/ confident hero, looking ahead

Why? The Science behind this element:

End on a high. Elevate the stakes from price & performance to customers & innovation.

The hero wins, transforms the world for their customers, and transforms internally. Stories are magical when internal & external stakes, and "good for the world" coincide

Scene 14

VO Script:

Partner with SUSE. Contact us.

Why? The Science behind this element:

The audience is most receptive to act now due to the high emotional rush

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