At the best of times, engineering is not the easiest business to sell and market, and for manufacturing companies in the engineering domain, marketing their products is always a challenge. The two years of pandemic have only made this even more difficult as companies first had to face stringent lockdowns that severely curtailed their activities, and then had to recalibrate strategies to adjust with the emerging Work From Home culture. But technology offers solutions to many problems including the seemingly intractable.
When the going gets tough, the tough get going. Since failure is not an option, the logical way out is to avoid the beaten track and take the uncharted path, in this case, embrace new technologies. Traditionally, engineering companies rely mainly on exhibitions to showcase their products and technologies. The pandemic effectively put an end to this with the lockdown and the travel restrictions also curtailed the activities of Marketing & Sales personnel to visit prospective customers. What cannot be shown physically can be conveyed digitally through marketing videos and engineering animations, explaining the product in details, demonstrating how exactly it works. This is where technology comes in.
The days of simple flyers and even elaborate brochures are over. One often comes across these flyers and brochures strewn around exhibition venues – collected with great fanfare inside the halls, and when too many are accumulated, discarded to lighten the load. This is the digital age and soft copies can easily replace printed materials, saving on cost as well as natural resources. But soft copies of static brochures and even plain vanilla videos are passé. The digital era has opened up new vistas of multimedia with exciting graphics and 3D animations that literally lay bare not just the product or machinery, but strip it down to nuts and bolts, show the internal working mechanism and demonstrate the entire process live!
Ever wondered why children love 3D animation films? And not just children, adults too. They simplify the action and exaggerate the motion. Engineering animations similarly appeal to the plant personnel. Imagine explaining the characteristics of a motor or pump with a brochure and compare it to how it can be shown in animation, opening it up, showing where the coils and cavities are located, how the current passes or fluid swirls – it becomes quickly comprehensible. The human brain instantly connects with the visuals. In fact even when reading, it is visualization that actually helps understand the concepts explained in print. Given a choice, people would rather watch the animations on the screen and ask to be forwarded on mail or given on a pendrive than carry the bulky brochures at an exhibition. It is already happening.
Once the importance of 3D engineering animations is understood, the next step is to make use of this amazing technique in your own enterprise and not just for marketing. Animation videos can be made for different applications, but marketing videos would feature right at the top for obvious reasons. The pandemic has given a big boost to digitalization across industries as the lockdown led to the search for alternate avenues. Besides sales promotion and marketing, engineering animations can also be used for installation and commissioning, training, maintenance, and troubleshooting and repairs, often in conjunction with AR/VR and immersive reality devices.
Once a company invests in making 3D engineering animations and marketing videos, these should not be restricted only for that purpose. Instead it is strongly recommended these be used for branding across all digital platforms available, beginning with the company’s website where a short animation video opens the moment somebody logs in. Today, every company also marks its presence on popular social media platforms like Facebook, professional networking forums like LinkedIn, the ubiquitous Twitter, etc., not to mention routine emails. Each of these can be put to effective use with appropriate content tailor-made for the respective platform, within the permissible norms. This is important in order to spam the media, but instead, subtly make the point, often joining the discussions in other threads, and at opportune moments, offering solutions where your products fit the bill.
Having considered the options, the obvious question now arises is how to go about it? Making 3D animation videos calls for multiple other skills apart from the technical proficiency available in-house. But in this age of specialisation, help is always available in the form of professional agencies who have all the necessary skills to execute the task and deliver stunning results. Pune-based EAXPRTS specialises in creating such 3D engineering animations, converting ideas into reality. The company has experienced professionals from different engineering backgrounds who understand technology as well as the latest graphic tools such as CGI – Computer Generated Imagery, and WebXR – Extended Reality Experience.
The Covid pandemic has impacted the whole world and permanently changed the way business is conducted. By now, the consensus is humanity must adjust and get used to living with this reality of periodic outbreaks of new strains of the virus. There is simply no way to return to the good old days and one must embrace change in order not just to survive, but thrive. Technology has provided the tools, it is up to us to make use of them
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