Top 7 Tips for Producing a TV Commercial or Video

Producing a television commercial can seem like a daunting and expensive task. Fortunately, with today’s easy access to television production tools, creating a television commercial is within your grasp. One word of caution: while doing a TV ad can be relatively easy, producing a GOOD one is much more challenging. Don’t get so caught up in the production process that you lose sight of your advertising goal – you’re not creative unless you sell!

Here are seven steps to producing your TV ad:

1. Set clear goals and a budget

Know and communicate your marketing objective. Determine your budget and develop a plan. What do you hope to achieve with your television commercial? Where, when and how often will it run? Ad placement can affect your overall production budget. Consider low-cost options, such as cable or local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.

2. Determine your target audience

Television is still a means of communication, but you better know your target before you shoot! Who are you trying to reach and will your message resonate with your target audience? For a reasonable monthly fee, DemographicsNow.com offers access to comprehensive market data to help you understand your customers.

3. Write your script

Elaborate your message and determine its content. Be sure to refine your script and storyboard, a visual representation of each shot in your ad, until you are satisfied that the commercial is ready to shoot. If you are not a screenwriter, consider hiring an advertising agency or freelance writer to create your ad. NationalTVSpots.com offers scripting services as part of its television ad production packages. Find screenwriters and screenwriters on Guru.com.

4. Plan the session

You will need to decide on the “creativity” of your television commercial. Considerations include tone, rhythm, mood, style, music, etc. Should it be funny? Dramatic? Animated? The clearer your vision before shooting, the better television you will produce. Cheap-TV-Spots.com, which specializes in producing low-cost ads for entrepreneurs and small businesses, will help you focus your TV ad on what makes your business unique.

5. Consider a ready-to-use video

Dramatically reduce production costs by using existing advertising video footage and simply adding your audio message. For around $ 500, SpotRunner.com lets you choose from an extensive library of high-quality ads that you can customize with your own message.

6. Use cable production services.

Many cable companies and network affiliates offer production services to small businesses. If you are going to place your ads with them, you may be able to negotiate deep discounts on production costs.

7. DIY

Reduce costs and stay in full control by shooting your ad yourself. Serious Magic’s “Visual Communicator” software allows you to create professional videos with just a webcam and some prepackaged graphics and effects.

Finally, a few other things to keep in mind …

o Focus on a single element of your ad: a product, a service, or an event. Or highlight what makes your company unique: fast delivery, high quality, free delivery, or friendly service.

oIf you decide to go it alone, creativity is still the key. A good idea with lower production values ​​is still better than a fancy ad that doesn’t carry your message home.

oSome local television stations will provide commercial production services for an additional fee when you purchase an ad show.

o Think of other “places” for your finished TV ad, like streaming video on your website.

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