Recently we had the chance to hear Kyle Cooper speak about motion graphics. Kyle has been named one of Fast Company’s “100 Most Creative People in Business,” for the interactive motion graphic work he has done for various movies such as Sherlock Holmes and Spiderman.
Kyle’s work has transformed our movie-going experience. The high quality motion graphics he has created that appear at the beginning and end of a movie have made it essential for us to get there early and stay until the very end.
Kyle’s motion graphic pieces have become as (if not more) enjoyable that the actual feature length film. If a short interactive video can do that for a blockbuster, imagine the boost in engagement it could bring to your conference marketing.
When asked about the process when starting a new project, Kyle mentioned something that reinforces our thoughts on motion graphics and the strategy behind making them an effective piece for marketing communications:
“I do research. I listen to the director. I try to be an expert at the problem I am trying to solve. I try to find out everything I can about the movie, or the source material.”
Do Research & Listen to the Director
Your ability to do research is strengthened by having easy access to your target audience. Also, you can review our previous blog post about ways to collect feedback online.
The research you do should provide you with answers on how to engage, inspire and impact potential attendees. What are their interests and passions? What do they want from you? What problem can you solve for them? Answer those questions to tell a story. Motion graphics can dynamically bring your story to life, versus static pictures and text that are unchanging.
Don’t Forget Your Audience
Another takeaway from Kyle’s talk was a short mention of the purpose of each motion graphic project he completes:
“To make something that is not in the service of the film, is to not fully embrace the problem provided, and is a bit self-serving in my opinion.”
Just as his interactive short videos are designed to enhance feature length films like Sherlock Holmes, every communication piece from brochures to videos must be designed with the purpose of giving the target audience something they want/need. So, don’t add video to your conference marketing plan this year just because you think it is the cool thing to do. Instead, let your purpose to use video to solve a problem for your target audience, to inspire them or to give them something they want.
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