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Opportunities
Autonomous Animator By Martin Grebing
Keys to Longevity in the Animation Industry
W
ith approximately 90% of all startups failing within years of their inception, how can someone who owns and operates a studio in the animation and film effects industry outlast the competition? The answer is three-fold: Marketing, innovation and trust.
competition. Imagine a client searching for an animation company to produce a 30-second spot for one of their products: When they view demo reels and proposals, do you think they will be more impressed with an animation house that continually pushes the envelope, making strides in both style, quality and technology, or will they more likely choose an animation studio whose demo reel has not evolved in the past five years? Innovating is about more than simply
The “T” Word
Loyal clients are the key to sustenance in business and trust is the key to developing and keeping loyal clients forever. The best way to establish trust is to always deliver — no matter what. Once you commit to a project for a specified budget with a specified delivery date, you absolutely, positively must make good on your promise. Clients don’t want to hear excuses, Marketing they expect results. You can lose a client’s trust Marketing above all else, in my opinion, is forever by missing a single deadline, by deliverthe foundation upon which a company either thrives or dives. ing poor quality work You could do everyor by submitting a thing else right — have bigger invoice than the best talent, the best expected. demo reel, the best pricClients also need ing structure, the best reto trust that you will sume — but if you don’t not overcommit. Ofget all of these wonderful tentimes, service prothings in front of enough viders (especially of the right potential clistartups and very ents, you will ultimately small businesses) will be dead in the water. try to grab all the billIn addition to continuable work they can ally marketing new poeven if it’s outside of tential clients, you must their wheelhouse. continually stay in front While this “we-canof your existing clients — do-anything-andeven the most loyal ones want-to-help-our-cli— because chances are ents-anyway-weSpongeBob and Patrick have learned the secrets to a long life on Nickelodeon. they won’t go out of their can” attitude is way to track you down when they need some- evolving your animation, it’s about embracing admirable, it inevitably leads to tremendous thing. It only takes a split second for a com- technology, time-savers and new team leaders stress, missed deadlines and sub-par quality petitor to catch their eye, but it takes years to that can give a fresh take on your standard work, because they weren’t honest with themdevelop a loyal client that provides persistent, operating procedures. Most important, howev- selves regarding their own expertise and abilrecurrent work. er, is that these innovations benefit your cli- ity to commit. And even worse — they weren’t More than simply staying in front of clients ents in bigger and better ways than ever be- honest with the client. Overcommitting, espeand new leads, you must focus on showing the fore, and that you clearly demonstrate these cially in areas that are not your specialty, is an most powerful benefits a client will receive benefits to your clients. Otherwise, it’s a moot almost sure-fire way to botch a project and from engaging in a transaction with you. They point. lose a client forever. care less about how many hours of experience Innovation can also include improvements Staying competitive in the animation and VFX you have on 3D software and much, much in efficiency. For example, if you can find ways industry is challenging, especially for the small, more about how your experience would bene- to produce and deliver the same quantity and independent business owner, but focusing on fit them. quality of work at a cost-savings, this can go a marketing, innovation and building trust with long way toward keeping your business afloat. your clients will ensure a long, Saving money on overhead and other operatfruitful career. Innovation Oh the times, they are a-changin’ — therefore, ing costs by default will increase your profit so must your business. While keeping your core margin, sometimes by as much as 50%, 100% or Martin Grebing is the presivalues and basic services intact is important, more, so the value of innovating your producdent of Funnybone Animation you must evolve and offer something new peri- tion pipelines can be exponentially beneficial. Studios. He can be reached at funnyboneanimation.com. odically, otherwise you risk being lapped by the www.animationmagazine.net 144
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june|july 22
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