Animation
The Purpose of this Section
This section of Trainer University explains how to develop an animation for the purpose of developing fresh marketing collateral.
Why This is Important
We’ve come to expect entertainment in our personal and our work lives these days, putting the creative pressure on marketing groups to more effectively get the word out. It turns out that many animations are slightly modified versions of old-school cartoons. They are far more entertaining than talking-head videos, and they are fun to share. Let’s face it – they are “edutainment” (education meets entertainment). The fun comes from the sarcastic tone or the thinly disguised competitor that is being portrayed as “old school” or perhaps “not the brightest bulb.” The animation gets extra points if it teaches or reminds the viewer of something important, or best of all, causes them to take some action.
This section of Trainer University explains how to develop an animation for the purpose of developing fresh marketing collateral.
Why This is Important
We’ve come to expect entertainment in our personal and our work lives these days, putting the creative pressure on marketing groups to more effectively get the word out. It turns out that many animations are slightly modified versions of old-school cartoons. They are far more entertaining than talking-head videos, and they are fun to share. Let’s face it – they are “edutainment” (education meets entertainment). The fun comes from the sarcastic tone or the thinly disguised competitor that is being portrayed as “old school” or perhaps “not the brightest bulb.” The animation gets extra points if it teaches or reminds the viewer of something important, or best of all, causes them to take some action.
Trainer Animation
Below is a snapshot of a very entertaining animation that Trainer Communications recently produced for our client Nimsoft (a division of CA Technologies).
If you are considering animation to help share your client’s story, consider the following tips:
1: Hire a professional animator to help you execute. Don’t waste time trying to figure it out in-house, and don’t assume a former web developer can create an artistic animation.
2: Animations have to be simple. One obvious message told in a funny manner is the best format. When the story gets complicated, your audience gets lost.
3: Keep it short. Animations are generally less than three minutes. Ideally, your animation will be less than two minutes. If it’s done well, you’ll have plenty of time to get your point across.
4: Start with a strong story board. Get the script reviewed and approved before the animation begins by the decision makers. This means everyone should be comfortable with the script and the direction of the animation. Radical changes in script and direction can make a reasonably priced animation become unaffordable and can double the time it takes to complete.
5: Limit the characters in your story. Remember, each character will need a voice and voice talent is pricey! Prepare to pay several hundred dollars per character.
6: Set investment expectations accordingly. The animation drawing and scripting is typically priced between $2,000 and $4,000 (depending on length and not including voice talent and production). The more complex, the higher the cost.
7: Allow enough time to produce your animation. If you are super efficient, have clear direction on the script, and have a good sense of humor and some in-house talent to support the animator – you can produce a two to three minute animation in about four weeks (if you have a reasonably easy approval process with the decision makers). Allow more time if any of these variables are different.
If you are considering animation to help share your client’s story, consider the following tips:
1: Hire a professional animator to help you execute. Don’t waste time trying to figure it out in-house, and don’t assume a former web developer can create an artistic animation.
2: Animations have to be simple. One obvious message told in a funny manner is the best format. When the story gets complicated, your audience gets lost.
3: Keep it short. Animations are generally less than three minutes. Ideally, your animation will be less than two minutes. If it’s done well, you’ll have plenty of time to get your point across.
4: Start with a strong story board. Get the script reviewed and approved before the animation begins by the decision makers. This means everyone should be comfortable with the script and the direction of the animation. Radical changes in script and direction can make a reasonably priced animation become unaffordable and can double the time it takes to complete.
5: Limit the characters in your story. Remember, each character will need a voice and voice talent is pricey! Prepare to pay several hundred dollars per character.
6: Set investment expectations accordingly. The animation drawing and scripting is typically priced between $2,000 and $4,000 (depending on length and not including voice talent and production). The more complex, the higher the cost.
7: Allow enough time to produce your animation. If you are super efficient, have clear direction on the script, and have a good sense of humor and some in-house talent to support the animator – you can produce a two to three minute animation in about four weeks (if you have a reasonably easy approval process with the decision makers). Allow more time if any of these variables are different.