COVID-19 has shifted advertising in unprecedented ways. Now, more than ever, you need to advertise your business to let customers know that you're open. Whether you're a big company or a small one, TV advertising is the most effective way to get your message across, but there are a few things to consider in order to create the most effective commercial.
1. Understand the big picture.
First and foremost, you need to have a clear understanding of your overall goal for the commercial. Will it be a generalized branding campaign, or something more specific? "Branding" commercials are a way to share your mission along with the products or services you provide. These commercials are great for creating a sense of unity with your audience, giving them a sense of pride for choosing your business. "Specific" ads have a call to action that has a sense of urgency, like, "These low prices are limited, so come in today and save." Understanding the big picture will help you decide how to shape your commercial. Keep in mind, commercials don't generate results overnight. It takes a lot of repetition and time for it to "sink in" with viewers, so having a memorable ad is extremely helpful.
2. Grabbing attention.
Once upon a time, it was normal to watch a one or two-minute commercial. Then 30 seconds became the norm. Now, with the ability to skip commercials, and having one's time divided among work, family, friends, social media, and everything in between, there's a lot of competition to capture one's attention in less than 15 seconds! Two out of every three adults watch TV while using another device most, if not all, of the time. The distraction is real, but once you capture the attention of that viewer it may work to your advantage, because they will probably use that "other" device to research your business. Having something that grabs attention will be memorable for viewers, so even if they don't need something from you now, at least they will remember your name when the time comes.
3. Creating a need.
Your business might have a product or service that not everyone needs, at least, right now. So, in addition to all that has been mentioned above, you need to let viewers know why your business will be necessary to make their lives better. "Branding" ads help viewers remember your name when the need arises, while the "specific" ads can help a viewer make a decision much sooner if they know it's a limited-time special that is too good to pass up.
4.Be true to your brand.
TV commercials are the only types of ads that appeal to the visual and audio senses, making them a perfect means to express emotion. Viewers might remember a commercial most if it makes them laugh, but if that doesn't fit your business, then avoid that route. You might need to tug at one's heartstrings or just make them feel proud. Remember to stay focused on the goal of your commercial, and that will help guide you toward the right decision when writing the script.
5.Writing a script.
In general, writing can be scary. Writing for a 30 second commercial can be outright terrifying! It seems like so little time to fit everything you want to say about your business, however, keeping it simple is best. Cramming too much information in a short amount of time will only confuse your viewers and make them tune out. The key points we've mentioned up to now are all important factors to consider when writing scripts.
6.Ensure your production is top-notch.
Wherever you choose to create your commercial, high quality equals reputable and trustworthy. With the right tools and strategic plan, you can create a commercial that will leave a lasting impression with your customers and encourage more of them to check out everything your business has to offer. Working with a media partner can improve your ability to connect with customers and create a stunning, high-quality commercial that will increase trust in your brand.
With the right tools and a strategic plan, you can create a commercial that will leave a lasting impression with your customers and encourage more of them to check out everything your business has to offer. Working with a media partner can improve your ability to connect with customers and create a stunning, high-quality commercial that will increase trust in your brand.