TV is responsible for, on average, 71% of ad-generated profit across industries. Your business stands to profit immensely from its TV advertising efforts. Have you ever considered making a TV commercial but decided not to move forward because you were afraid it wouldn't fit your budget? If you've ever thought that you couldn't afford to make the right TV commercial, consider this strategy.
1. Choose the Subject
What are you trying to share through your TV advertisement? Do you need to excite customers about a new location where they can connect with your business? Do you have a new product or service to offer? Is this a general brand awareness campaign aimed at increasing consumer interest in and knowledge of your brand?
To create a quality TV ad, you must start by defining what, exactly, you're trying to advertise in your commercial. A non-specific commercial won't help you generate the returns you're anticipating. Instead, start with a specific subject and goal in mind.
2. Determine the Call-to-Action
Once consumers view your TV ad, what do you want them to do next? Your call to action is one of the essential elements of your TV commercial. Consumers have connected with your brand. They want to see what you have to offer. Now, what do you want them to do next? Do you want to:
- Bring them into your store?
- Have them visit your website?
- Call for more information?
Establish what action you want the viewer to take next. Make sure you keep your goals and your target audience in mind as you craft a call to action that will encourage consumers to respond.
3. Write Your Script
Average TV commercials are just 15 or 30 seconds long. While you can write a more extended commercial, and in some cases, produce up to 60-second long commercials, the average consumer loses interest at around the 45-second mark. Your script should include a compelling story and information about your brand as well as the action you want consumers to take.
If you want to create a memorable TV commercial, make sure you break the mold. You don't just want to provide the same old commercials that everyone else on TV is producing. Instead, create something different. Do something exciting or attention-grabbing. Tell a compelling story geared directly toward your target audience. If you want to grab attention and hold your place in consumers' memories after the event, create a memorable jingle that will be sure to stick in their minds long after they view the ad.
4. Decide Who Will be in Your Commercial
Do you need actors for your commercial, or will you use people from your company? In many cases, using real people who work for you helps put a face on your brand and create a more profound sense of connection to your business. On the other hand, you might want to avoid using live people and turn to an animated video instead. Animation can reduce the need for actors, but it may also add to your budget.
5. Plan Your Shot List
Your shot list should include all the specific shots and angles you want for your commercial. Will you be shooting on a set or location? How many shots do you need? Do you need B-roll? It's essential to plan out your shots in detail ahead of time to know what you need to capture. While you can sometimes go back and re-shoot footage if required, you may find that this increases your production cost--and in some cases, especially if you're shooting on location, you might not be able to go back.
6. Shoot Your Commercial
On the day of your shoot, make sure that everyone is prepared and ready to roll. Use the rule of thirds: divide the screen into three sections using horizontal lines, and try to position the most critical action or elements on those lines. Make sure you have the right equipment on hand to shoot your commercial effectively. If you're working with a media partner, they will already have the equipment on hand--not to mention the knowledge of how to create the perfect commercial!
7. Edit Your Commercial
Once you've finished shooting your commercial, it's time to edit. You need to make sure that audio and video match, add in any additional graphics, and add music or other sounds. The post-production effort can take considerably more time than the shoot itself since this is when your commercial is polished to look its best.
While you can shoot a commercial on your own, many companies find that working with a media partner is the way to go. A media partner can help you create a highly effective commercial geared just toward your target audience, with all the visual and auditory elements you need to succeed as well as professional, high-quality editing. Many media partners have options available that will fit within your marketing budget.