How to Create a Commercial That Gets Results

Alex Abbott

Alex Abbott About The Author

Sep 3, 2020 9:00:00 AM

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For years, television commercials have been considered the favorite media platform by advertisers and companies to showcase their goods. Eighty-six percent of TV advertising campaigns confirmed their commercials delivered a profitable return. While marketers understand that commercials get results, they might not know how to produce one that does. In this blog post, we will go over how to create the perfect commercial for your business that turns an ROI.

Learn the Mistakes to Avoid When Developing Your Next Commercial

Pick Your Subject

Before you get ahead of yourself, there are specific questions you need to ask. Beginning with- what are you trying to advertise in your commercial? Depending on the answer, the type of commercial that you shoot will vary. Consider the different topics that many companies want to advertise, including new locations, new products/services, and even brand awareness campaigns. Each of these subjects requires a unique commercial to drive the company's point home. 

Almost 97% of marketers have found that videos help customers understand their services and products better, which can increase sales. This means that honing in on your subject and developing a commercial around it, can help your consumers know what they are getting from your company and how it can benefit them. 

Determine Your Call-to-Action

Next, you need to consider what action you want your viewer to take. Even if you produce the most amazing ad, if the viewer is not sure what you want them to do, it could interfere with seeing maximum ROI. You want to conclude the commercial with a call-to-action that your viewers should take to reach your goal. This can include anything from inviting them to the store, visiting your website, or even calling in for further information. 

Remember, there are two primary purposes for a call-to-action - to tell an individual what they should do, and then give them the motivation to get it done. Consider Care.Com commercials. This brilliant ad uses a noncommittal CTA tagline that helps its viewers decide if it is right for their needs—simply specifying if their consumers need to Find Care or Find Jobs. 

Write The Script

Do not forget that most TV commercials are brief, often limited to 15, 30, or 60 seconds. This is why scripts need to be structured in a way that can convey your information succinctly. Producing a script that can showcase a good story in this limited amount of time will have the best chance of capturing the audience's attention. 

To make sure that companies get their point across, they need to consider certain factors about their scripts. Such as the length, the subject matter, and how you will appeal to the audience. Once you decide those elements, you will be able to write a script that drives results.

Decide Who To Put in Your Commercial

Depending on the image you are trying to get across in your commercial, you need to determine if you are going to use people from the company or actors in the commercial. You might even consider creating an animated video. No matter which option you choose, they each serve different purposes for capturing your audience’s attention.

Some of the best commercials are not just a standalone idea. They are often a recurring theme that continues to tell a story. Consider Budweiser's iconic advertisements that featured frogs - Bud, Weis, and Er. These campaigns are often effective because they build on memorable characters that generate a considerable amount of brand awareness. 

Plan The Shot List

As a storyboard helps to break down each scene of the commercial,  a shot list is a breakdown of each shot. The shot lists provide you with specific details about the commercial and can include important details such as whether the commercial will be shot on-site or in a different location. The shot list will guide you through the production process with directions each step of the way, such as whether you need B-roll, stills, graphics, etc. 

When you can get all of these details down, it can help you organize the entire process. This will ensure you get the specific footage you need while creating the finished product that you were striving for. 

Shoot the Commercial

Finally, it's time to start shooting. However, before you start rolling, you still need to finalize a few aspects of what you are going to film. Consider these day-of best practices many professionals support: 

  • Review the size of the production: Will it be just you and the camera guy, or a team of people. Understanding what is going on can help you maintain the flow throughout the shoot and keep everyone on track. 
  • How long you will be there: Make sure that everyone understands the expectations of the shoot. When you prepare them for what is to come, getting the final product you will be more efficient. 

Additionally, the following tips can also help your shoot run smoothly. Consider reading the script ahead of time. Work with the production team and the director to have a better understanding of the commercial. Make sure to keep the overall production simple, and do not cut corners. 

Post-Production

Once everything is shot, the post-production begins. At this stage, you will be taking care of all the editing, adding additional graphics, and making sure that audio and video match. The post-production process also involves reviewing the footage and piecing the shots together. When everything looks perfect, the commercial will be exported so that it can be put on air.  

Ready, Set, Film

Commercials are an excellent way to showcase your company's products or services. And while some believe that producing a commercial is overwhelming or stressful, it doesn’t have to be. Consider working with a media partner. Even though the process can be done by yourself, getting help from the experts ultimately is the best way to ensure you produce the best commercial. 

A media partner not only has all the equipment needed to shoot your commercial, but through their experience, they will know just what it takes to create one that produces results.

The Top 5 Mistakes to Avoid When Developing Your Next Commercial

Topics: TV Advertising, Content Development & Production