COVID-19 IMPACT:

Animation

Industry Update: 29.09.2020

Vertical: Animation
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Animation, what are we seeing?

At the beginning of lockdown, animations studios reported a decrease in productivity, as the team became accustomed to remote working. Many of these niggles have now disappeared and productivity appears the highest since lockdown. Throughout the pandemic, we have seen a significant increase in enquiries for 2D, 3D and mixed media animation projects. This rise continues; live-action hasn’t been possible and many scripts previously approved to be shot in live-action are now being re-commissioned for animation.

What do these businesses need to do now?

1. Adjust your business targeting

With many animation scripts previously approved to be shot in live-action, now’s the time to widen your net and reach prospects that previously hadn’t always thought of animation, whilst at the same time reaching prospects who have in the past commissioned animation projects. It’s also a good time to reach the larger agencies to see if they’d like additional support with animation briefs.

2. Review your marketing channels
MARKETING CHANNELS VIABILITY
B2B Direct Mail

NOT VIABLE

Telesales

NOT VIABLE

Paid Search

PARTIAL VIABILITY

Networking dinners/drinks & Partner Events

NOT VIABLE

Tradeshows and Exhibitions

NOT VIABLE

Radio

PARTIAL VIABILITY

Awards Circuit

NOT VIABLE

Digital Outreach i.e. B2B prospecting

VIABLE

3. Revise your proposition

Identify high demand sectors that you can service. Remember, live-action isn’t an option right now. So accentuate the competitive advantages that you can offer over and above your animation competitors and explain why these are important now. If possible, tailor your offering to directly help larger agencies capture and service the current demand levels. Alongside new briefs, position yourself to assist in the deluge of catch up project work that is currently being undertaken. Accentuate your experience, flexibility, speed, quality, and if relevant, sector insight, though you should add to this list if at all possible, to stand out from the crowd.

4. Revise your messaging

Revise messaging to set out how your proposition directly contributes to overcoming the prospect’s current challenges; they may have a backlog of animation work or be focussed on new animation scripts. Get straight to the point. You have the skills and the capacity to assist. Demonstrate an understanding of the challenges of their market. Talk about service levels and accentuate on quality, flexibility and turn-around. Set out attractive commercial terms if able. Cash-flow is a challenge right now.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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Nick Washington-Jones, Managing Director, Tack UK

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