TV Advertising is still king, regardless of what some people say. If they had a disappointing experience with Television, the reason may have been a faulty product or service or simply a weak commercial! A strong TV Ad has to entice, excite and compel a viewer to take action. All the pieces of the puzzle need to fit perfectly for this to happen.
If the copy is strong, but the quality of the video is poor, the video will not perform. If the picture quality is top notch, but the copy is weak - The campaign won't have a leg to stand on. This is why we've prepared a list of ways to ensure you put your best foot forward with your TV Production. Before you pull the trigger on any Media Buys, be prepared to make your best first impression.
#1 - COPY
The script is the blue print of your TV Commercial. Everyone in the cast and crew will refer back to this "working map" to guide their efforts. Commercial copywriting is a specialty that comes through years of experience in the Ad world. I cannot stress enough the importance of hiring an expert for this task. Your copy is developed through market research, analysis and discovery of your brand. Once all this data is gathered, strong copy
full of compelling imagery and slogans to tell the entire story of your brand in 30 seconds.
Dennis Haysbert (All-State Insurance)
#2 - TALENT
These will be the actors in your TV ad and the faces branding your company. To the audience, you, your employees and your services will all take on the face of the actor you choose. The power of a strong celebrity or talent is an undeniable contributor to an effective commercial. Dennis Haysbert, the face of all-state, has become such an integral part of the company's brand that we can't help but think of him when we call to speak to customer service.
Pick the right talent. Not only do your actors have to have charisma, but they have to be
comfortable in front of the camera. An actor who is nervous during the audition, will appear nervous on camera. This will give the viewer an uncomfortable feeling that they will automatically associate with your brand.
BOTTOMLINE: Pick actors who are interesting to look at and are comfortable in front of the camera. Make sure you get performance releases from everyone!
#3 - LOCATION
The expression "Location! Location! Location!" may be as old as Motion Pictures, and that's because it's true! hire an art director to enrich the environment and that will increase your production value tenfold. Your location may not require a ton of fluff, but it's important to take your time and pick a spot that is clean, colorful and can be manipulated to get a lot of footage. On one commercial shoot, we filmed at one house and managed to make it look like 5 entirely different locations!
#4 - VIDEO/AUDIO QUALITY
With the advent of the latest HD cameras, there is no excuse not to deliver the highest quality for your Ad. Your spot echoes your company's attention to detail and overal quality of service. If your picture quality is grainy, camera movements shaky and editing choppy, this may be an indication that your company is sloppy. You will treat their project as you treat your own commercial. Some examples: Use dolly movements, special lighting, high-end music, Voice-Over and Sound effects.
#5 - STRONG CALL TO ACTION
By the end of your Ad, make sure that your viewer has a clear idea of what you are asking them to feel or do. Ambiguous endings may work for Martin Scorsese, but not for National TV Commercials. If you want your audience to feel sympathy, everything you do from start to finish has to revolve around that axis. If you want your viewer to go to a website, don't be shy to make it clear and give compelling reasons to do so!
