Character Design - using it effectively in marketing

[WebBizIdeas.com]

Hi,

What do you think of animated Evan Carmichael?



Our company has been getting into Character Design and wanted to get business owner's opinion before we started marketing the services heavily.

Questions We Would Like To Know:

[list=]Is Character Design & 3D Art an effective marketing tool?[/list]

What benefits could come from character design?

[list=]How many business owners have thought about character design?[/list]
[list=]What would you pay to "animate yourself?[/list]

I am curious if anyone has any information on the Esurance Ads. You know, the one with the attractive cartoon "Erin." She has appeared on Jimmy Kimmel Live (first animated guest in shows history) and she has even appeared in Maxim.

Her Youtube videos don't get too many viewers: http://www.youtube.com/results?search_query=rin+esurance+&search_type=&aq=f

They have also stepped into the social networking arena with their http://www.Esurance.com/talentsearch.

Does anyone have any case studies on character design?

Any information would be helpful.

[litekepr]

Interesting idea - not sure if its something I would utilize, but interesting idea. I get emails about the animated speaker on my website, but I've never been crazy about those.

Erin on the Esurance commercials - is she based on a person or just a character? Seems that would make a difference in a comparison between her and an animation of a business owner. She is more of a character to promote the company and an accidental spokesperson. The more I think about it, I think I prefer a spokesperson to speak for the company - I have it set up to do that with one of my cats - sounds funny, but I gave him a featured spot in my promotional book series and it ties in nicely

Shri

[OmnivoreInk]

Well, I'm in my late 40s, so perhaps I'm an old-fogey demographic that you might not need to pay attention to, but for myself, I dislike these characters. If thee's going to be a talking Evan greeting people to this site, for example, I want it to be a real Evan, not a drawing of him.

There's a series of commericals for some financial service, which has some guy talking about his finances, and he's been rotoscoped over to make it seem like he's a drawing. And I really, really dislike those. I *recognize* the actors they've used, they're well-known commercial actors, so why mess up what they look like by turning them into fictional characters (which is what an animated character automatically is to me)?

[WebBizIdeas.com]

Hi,

Well i think you are both right. I am 27 and I like the "Ask Chuck" commercials by Charles Schwab and I am not too excited about the esurance ones. But whether we like them or not we notice them, remember them, and are even talking about them in this forum; for those trying to learn how to build links this is the basic principal by the way.

If I learned one thing from my marketing professionals in college, is that any publicity is good publicity (obviously this can be wrong). But the Aflac duck is the most annoying spokes person / animal yet it is one of the most recognizable brand. So what the professors told us that in many cases it doesn't matter what you make people remember, as long as they remember.

Do you think this may be the case with character animation in marketing? How many people know eSurance as the company with the animated girl, or how many people my age are beginning to know Charles Schwab as the financial company with the animated people?

What do you think?

Plus, if I were to guess Charles Schwab & esurance board of executives paid millions in research they need to reach the younger audience.

[jvprosperity]

Hmmm... I wonder if that's what Royal Bank of Canada is doing with the animated character of the man in a bowler hat?

[WebBizIdeas.com]

Hi Andy,

Do you have a picture or a video link of it, I am interested to take a look.

Jeff

[Kevin Lee]

Hi Jeff,

My answers are highlighted in blue font.

Questions We Would Like To Know:

[list=]Is Character Design & 3D Art an effective marketing tool?[/list]

I'd say it depends on the nature of one's business. For instance, I think that having an animated avatar would work nicely on a website that targets children.

What benefits could come from character design?

Creating a brand identity behind a fictitious character who can do things beyond human limits (especially in commercials).

[list=]How many business owners have thought about character design?[/list]

Not sure, but I haven't myself.

[list=]What would you pay to "animate yourself?[/list]

$0 to $50 tops.

[Kevin Lee]

Hi Jeff,

You might also want to look into opportunities in the virtual reality and video game industry (RPG games). Check out http://secondlife.com/

[litekepr]

Hi,

Well i think you are both right. I am 27 and I like the "Ask Chuck" commercials by Charles Schwab and I am not too excited about the esurance ones. But whether we like them or not we notice them, remember them, and are even talking about them in this forum; for those trying to learn how to build links this is the basic principal by the way.

If I learned one thing from my marketing professionals in college, is that any publicity is good publicity (obviously this can be wrong). But the Aflac duck is the most annoying spokes person / animal yet it is one of the most recognizable brand. So what the professors told us that in many cases it doesn't matter what you make people remember, as long as they remember.

Do you think this may be the case with character animation in marketing? How many people know eSurance as the company with the animated girl, or how many people my age are beginning to know Charles Schwab as the financial company with the animated people?

What do you think?

Plus, if I were to guess Charles Schwab & esurance board of executives paid millions in research they need to reach the younger audience.

I don't think that irritating them to get them to remember is a positive promotional experience. I remember the Aflac duck, but am not motivated to buy. A follow up thought about that - I have talked with a couple of Aflac reps over the year, but the attitude and approach they used was a very negative experience - so no matter how good the commercials, the people who represent the company can undo any good done by the millions spent on advertising.

Just remembering a brand is fine - but sticking in their mind in a positive way that also fills a need for them is going to get their business. I remember the animated people on the investing commercial, but never remember the company - that doesn't do them any good

Truthfully, If you hadn't asked the question - the chance of me thinking about or talking about the topic is slim to none Like I mentioned, I get email on a very regular basis about adding an animated character to my website and I delete it without opening every time.

Shri

[RussellWebb]

Hi Jeff - I think the consensus so far is a bit on the negative side. But I don't agree in this case. If the character design is developed with clear goals in mind, like the eSurance character, then people will remember.

The benefits are obvious: It builds a brand name that people remember. That's half the battle isn't it?

It appears that any children related site would benefit most from character design.

Here are two case studies... maybe you have seen these, but it's a good example of how the designers develop the concept.

A gaming example case study

Business related case study

I think if the whole design concept is executed properly it can be a successful move in marketing the new brand. In selling this to clients, I would probably set it up in stages - just as an example:

Stage 1 - develop 2 characters - test and experiment
Stage 2 - choose a winner - expand the reach of the brand carefully
Stage 3 - explore new opportunities with the character as it represents new products

How much would I pay for a character design?
Upwards of $200 range or more depending on quality.

[TannyL]

Hi Russell,
You made a very good point.

It doesn't matter if you like it or not, the question is if it works or not.
I've seen some sites that the animated character worked for them, and some don't.

It''s all about testing.
The same is about pop ups, and fly-in ads - I didn't like them, but I do have one on my home page. Why? because it works, and I get 75% sign ups from this form.

maybe a talking lady will work too.

[RussellWebb]

It''s all about testing.
The same is about pop ups, and fly-in ads - I didn't like them, but I do have one on my home page. Why? because it works, and I get 75% sign ups from this form.

Thanks for the reminder on that Tanny... I need to get this going too.

Another thought on the character design. This approach would be ideal for products that have no sizzle and need some kind boost because they are downright boring. Car insurance and the Geiko brand come to mind... using those cavemen guys then recently switching over to an animated Gecko. And eSurance fit's that mold as well.

OK we have discovered two criteria for character design:

Children related
Boring products and services

It's a start?

[mbrand2222]

One thing about characters is that you can make them do things that real people can't do (such as fly). Depending on what you are selling, that can make it seem like if you use/buy their product, you'll have super powers. I know that sounds goofy, but flying is something we all wish we could do at one point in our life and the thought of it brings out the child in us, which makes us WANT. Also, kids are more apt to watch the commercial and say, "Hey, Mom, look at that......!) Attention getting, which is always good.

[TannyL]

One thing about characters is that you can make them do things that real people can't do (such as fly). Depending on what you are selling, that can make it seem like if you use/buy their product, you'll have super powers. I know that sounds goofy, but flying is something we all wish we could do at one point in our life and the thought of it brings out the child in us, which makes us WANT. Also, kids are more apt to watch the commercial and say, "Hey, Mom, look at that......!) Attention getting, which is always good.

Hi Mary,
I don't think it's goofy at all. Isn't this business is all about making wishes come true? That's what a good sales page do, so why not a flying character?

[WebBizIdeas.com]

Hi Russel,

I like your conclusion on when a good character is needed:

Children related
Boring products and services

I do often find myself looking at a site and saying, "I don't know what it is but it just looking boring." I also liked that case study when the answered why did Mario have a mustache....because they couldn't draw a mouth with 8bits....pretty funny.

Thanks for the good info.

Jeff