Steps for Creating The Most Effective TV Commercial

Joseph Wilkinson

Joseph Wilkinson About The Author

Jul 22, 2020 12:12:00 PM

Why TV is the Solution for Your Business

Do you know why advertisers still use TV commercials? Because they work. Studies worldwide continue to show that TV commercials have an immense impact on customer purchase habits and advertiser results continue to  exceed campaign expectations. When brands like Fitbit and Airbnb launched their first TV commercial, there was an immediate lift in website traffic.  Have you thought about creating the perfect TV commercial to grow your business? Here are some important steps to help you create the most effective spot that will engage your target customer to take immediate action with your business.

Choose the Subject

Before you even begin crafting a TV commercial, you need to figure out what you are trying to advertise. What is the subject of your commercial? Is it a new location, product, or service? Or is it just a brand awareness campaign? 

The subject of your commercial will help you determine the direction you need to take to create the most effective commercial for your business. Once you’ve determined the subject, it’s time to decide the action you want your target customer to take.

Determine the Call-to-Action

Next, you need to figure out what action you want the viewer to take. Regardless of what you want to accomplish with your marketing, you will not be able to see measurable results without the right CTA. Some things to consider include:

  • Are you looking to bring them in-store?
  • Do you want them to visit your website?
  • Call for more information?

Your call-to-action will help determine measurable metrics for your TV campaign. Therefore, it’s important to align your CTA with your key marketing objects for attribution purposes at the conclusion of your campaign.

Meredith Arizona

Write Your Script

Writing a TV commercial script is quite different from traditional screenwriting. Most ads on TV are brief and have a clear direction for the target audience. As a result, commercial scripts need to be structured to convey your message succinctly. Before you begin writing, you need to ask yourself the following: 

How Long Should It Be?

Most commercials are limited to 15-, 30-, or 60-second spots. Therefore, the script should reflect this. The length of your commercial will be a contributing factor to the cost. It’s important to think about how much time you need to properly convey your message, without it being too much or info or not enough. 

What Should it Incorporate?

Always think, "what's in this for the viewer?" It’s important to make sure that the content of your commercial is providing value to your audience, without providing too much information. Keep it simple and straight to the point. 

Another element to consider including is a promotion or offer. By giving the audience an incentive, you are likely to see higher engagement with your commercial than one that just provided new information.

Decide Who Will Best Deliver Your Message?

Figuring out who will be the voice of the message you want to deliver is crucial in driving home the point of the commercial. Consider:

  • Do you need a paid spokesperson?
  • Can a company spokesperson best communicate the message?
  • Is a customer or patient testimonial needed?

The best person to deliver your message will depend on the context of the message (and who you’re trying to reach).. For example, if you trying to convey the success of one of your services, a customer who has seen results might be the right person for the job. Or, if you’re announcing a new location or product, a familiar face from your company could help deliver the message best.

Plan Your Shot List

Most people that decide to shoot a commercial do not realize that there is a lot of preparation involved before you even start the filming process. Before you start filming, it’s important to determine the following: 

  • What location are you going to shoot?
  • How many shots do you need?
  • Do you need B-roll as outlined in the script?
  • Do you need extras or people from your company to help create a realistic representation of your business? 

It is vital to plan out each of your shots in detail to know exactly what shots you want to get, what will occur, and what will be used in each particular shot. Your shot list can serve as a detailed checklist that provides the commercial with a sense of direction and keeps everyone on track. If you’re working with a media partner, they will be able to guide you through creating your script and planning your shot list. 

Shoot Your Commercial

Even though you may think you are ready to shoot your commercial after all of that preparation, there are still some other points to consider before you record.

The Best Practices

  • Understand the overall message of your commercial that you want to shoot. Whether that is to get an immediate response from the viewers or to brand your company as reliable. 
  • Figure out your run dates, as this can play a significant factor in your costs and the amount of work required. For example, if you are shooting a commercial in the summer meant for the holidays, you need to make sure it looks like the holiday season. 

Tips for Shooting a Commercial

  • The lighting and quality of the audio are vital. 
  • Make sure that the set is professional-looking and appealing.
  • Prepare the people involved before the day of shooting to ensure a smooth day on set.

Just as each word in a script is crucial, every visual and audio element are also essential in conveying your message. In order to produce the best quality TV commercial, consider enlisting the help of a trusted media company. Working with a media partner can help you through this process and eliminate any doubts and uncertainty you may have. With their equipment and knowledge, they can provide you with just what you need to create a winning commercial. 

Edit Your Commercial

Generally, if you are using a script to shoot your commercial, the editing should not be that complicated. However, it’s important to focus on making sure that everything flows and transitions smoothly. When editing your commercials you will need to make sure that your audio and video match up, your graphics are cohesive with your brand, and that you are providing the right information on screen for the viewer. 

The post-production process can be very time consuming and tedious, which is why working with a media partner can be beneficial. An experienced media partner will be able to produce a commercial for you that conveys your message, matches your branding, and wows your audience.  

The True Secret of a Perfect Commercial

Making a commercial can be done on your own. However there is a risk of wasting resources, money, and time if you are unfamiliar with the process.The perfect commercial, like any other significant undertaking, requires many moving parts, including brainstorming, planning, and expertise to help drive your message home. 

Working with a media company can be the answer you need to take on these tasks. They will be there with you from start to finish, with the resources, equipment, and knowledge you need to produce a high-quality commercial. That is why the real secret of a perfect TV ad is having a professional media team helping you every step of the way. 

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Topics: Marketing Creative