Putting Consumers in Motion: The Role of Animation Studios in Marketing
July 24, 2018
People often associate animation studios with leviathans like Pixar, a subsidiary of The Walt Disney Company and the studio responsible for making the first computer animated feature film, Toy Story; however, animation studios aren’t strictly for creating content that lives on the silver screen.
People often associate animation studios with leviathans like Pixar, a subsidiary of The Walt Disney Company and the studio responsible for making the first computer animated feature film, Toy Story; however, animation studios aren’t strictly for creating content that lives on the silver screen. Animation studios can create material for companies and businesses that functions as a vehicle for change, a medium that captures consumers’ attention spans and gets them to act on their emotions. As attention spans continue to grow shorter and shorter, now more than ever, it’s vital for businesses and companies to generate unique, interactive content.
Animation studios can help. When selecting an animation studio, keep in mind the following:
Animate to Motivate
Businesses hire animation studios to create content that motivates consumers to do something. The goal is to create memorable advertising that generates an emotional response in viewers and consequently prompts them to take action.
Let the Work Speak for Itself
When considering which studio to hire, companies should first look at their body of work to determine if it’s a) effective and b) entertaining. Effectiveness is determined by one’s ability to remember the ad and whether or not they had an emotional reaction to the content. Hosting a focus group where some of the studio’s work can be viewed is a great way to gauge how impactful their work really is. The ultimate question to viewers should be, “Would you buy it?”
Professionalism and Originality Matter
While the primary purpose of an ad is to generate consumer activity, it should also convey a message of professionalism and industry leadership. Selecting a studio capable of creating animated content that can accomplish these two things is vital. Companies and businesses that elect to spend the money for animated content want it to pay off. It’s often the first (and may be the only) impression that consumers get when they click on an ad or visit a website. The animation should be representative of the company and should accomplish the following:
- Be original.
- Demonstrate a successful story arc.
- Showcase smooth transitions.
- Feature crisp, clean animation.
- Highlight clever, engaging dialogue.
Drama, Drama, Drama
The dramatic question is the ‘hook’ that keeps people watching because everyone is wondering, “What will happen next?” Animation needs to take the viewer on a journey—that’s what makes it memorable.
Companies and businesses should shop around and compare how each studio’s price-per-second. Cheaper isn’t always better. Price is sometimes correlative to the quality of work being produced; however, it’s always a good idea to gather several bids for comparison when selecting an animation studio.
Spend Money to Make Money
Companies and businesses must understand that like other forms of paid media (as opposed to earned), they have to spend money on advertising to make money from consumer response. The cost of animation is based on how many hours and artists are dedicated to it. While this means that animation can be a more costly investment on the front end, long-term it can garner significant dividends and create brand loyalty. Yes, companies and businesses have to watch their bottom line; but they must also remember that sometimes they must spend money to make money.
When companies and businesses are trying to select a studio to work with it’s vital to examine other companies they have collaborated with. A mixture of established and up-and-coming studios is a sign of stability and growth.
Frustrated that people don’t “get” how your company helps them?
Since 2011, drive 80 studios has created close to 500 animations that simplify complex messages in a fun and memorable way.
Make this the year everyone clearly understands what you do, in less than 90 seconds.
~Mike Doyle, Owner