Image by Suzanne Calkins
Eighty percent of tradeshow attendees are decision makers, and 85% of them have buying authority in their company. In short: it’s important that you capture attendees’ limited time.
You want your booth to stand out at the big event, so you’ve got cool swag and great graphics—and you’re demo-ready. But how do you pull in passersby? A screen showcasing your digital logo or static CTA simply won’t do it—but a strategically produced animation can.
Why are animations great for event booths?
Anyone can loop stock video, but that won’t bring your brand to life. You only have seconds to get (and keep) people’s attention, which means your animation needs to be several things at once: eye-catching, informative, and on brand. Because making this happen involves different types of talent, we sourced the best advice from our storytellers, designers, animators, and marketing consultants to help you start thinking about your next booth animation.
The wordsÂ
Chunk it up. Events are loud, so ditch the soundtrack and focus on text. Each frame with text should make sense on its own to people who see it and walk by, but animations should also tell a cohesive story for those who stay and watch. One more challenge: It must make sense in a loop. Think in terms of five-second frames and be realistic about what most people read and absorb in that time.
Less is more. Focus on a main point with no more than three supporting benefits or proof points. Trying to shove every fact and every single differentiator into a 30-second or one-minute animation will throw off the text-to-visuals ratio and overwhelm your visitor. Go for short, tagline-style phrases that are simple to digest but still pack a punch.
The visualsÂ
Be big, bold, and slow. Using simple, big, and bold graphics keeps your animation easy to perceive from farther away. As for motion, booth animations should be slower paced but also eye-catching. Make sure the graphics stay on screen long enough for people to digest it as they walk by.
Think distinct. Visuals should be attention grabbing—bright colors and visual contrasts that will entice someone to stop and look. Think chunky neon green text on black. Find a way to surprise people (within your brand guidelines, of course).
Stay silent. Unlike other marketing animations, this one shouldn’t have audio since the booth area is too loud. This creates more flexibility: With no voiceover and a simpler script, there’s more opportunity to design the copy into visuals.
The strategyÂ
Know where you stand. To inform the direction of your animation, look at what market research says about people’s familiarity with your brand. A startup that’s introducing itself to the world will want different animation content than a household brand that’s launching a new product.
Feel the pain. Speak to your target customers’ biggest pain points. Don’t get into the weeds about technical details or all the different ways someone can use your product or service. Stay focused on the high-level benefits that your customers care about most—and back it up with data, if you can. Everyone loves a good data point!
Plan ahead. Sometimes quick turns are unavoidable, and we can handle that. But, ideally, you want to allow four to eight weeks to produce a stellar animation.
Reduce, reuse, recycle. Don’t forget, showing off your new animation doesn’t have to end when the event does. If you followed our storytellers’ advice, it will be easy to divide the animation into chunks that you can use in social media campaigns, turn into gifs, and include in your lead-generation follow-up emails.
Looking to create an animation that will keep the show going? Contact us for a consultation.