Successful Commercial Attributes

Commercials are everywhere. Outside, inside, on your way to work, at work, at restaurants, even at the nail salon. Everywhere.
This means that if you’re trying to get your company or brand noticed, you’ll probably need one. Now these seemingly endless commercials are very important to you.

There are many things that you have to consider when producing a commercial in hopes of its wide success. Here are the top tips, in a nice little list for you:

Plan – Figure out how much money you can put into this advertisement and with that, figure out how long your commercial will be – :15, :30, :45, :60. Keep in mind that you have to pay for the location, commercial objects, actors,  and the production team, as well. Pick a target audience and pay close attention to their behaviors, wants, and needs. When selecting the times to show your commercial on air, make sure you pick the time that the highest amount of your target audience will be watching.

Script – Once you’ve got that in place, you’ll need to write a script and get it reviewed by a lot of commercially smart people. All parts of the advertisement have to flow well together and you have to include every detail that you want the audience to get out of the commercial. Your audio and video need to match up with the commercial message. If you’re a car dealership and are talking about the 2015 Ford Focus, your video should not be of the 2010 Ford Focus. Your audience will feel that disconnect.

Call to Action – Put a call to action in your commercial. These are often very important! It’s easy to watch a commercial and think “Okay, cool! Thanks for the info.”, but as a company or brand you want people to think “Oh, wow. Now I’m going to go buy _______.” Give your audience something to do (buy product) or somewhere to go (website).

Represent clearly – Make sure that your commercial represents your brand clearly. Create an image for your brand and stick with it. Ghirardelli is a great example of a company that does this well in their commercials. Their brand image is very high-end and soothing. Their commercials have a soothing romantic song and a woman eating a Ghirardelli chocolate square. It would be off-putting if, say, a rambunctous group of sweaty children were loudly stuffing their faces with the Ghirardelli chocolate squares.

These are all things you should keep in mind when putting together any commercial!
These tips will have you well on your way to commercial success. Be funny, be creative, be unique. There are many, many, many failed, awful commercials. Don’t be one of them!



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