Despite the rise of digital media, a TV commercial is still an effective marketing medium. According to a Nielsen study, Americans aged 18 and above spend at least four and a half hours watching TV. The time they spend on TV is higher than the three hours used on smartphones.
But not every TV commercial appeals to the modern audience. Most people are too busy to notice subpar TV ads. Instead, captivating or memorable ads are delivering remarkable impressions.
Learn how to create the best TV commercial ever here.
Figure out Your Audience
With diverse TV viewers, having a defined audience for your commercial can help to boost results. Targeting everyone is impossible and sometimes too complicated. Your TV ad is more likely to be great if you focus your message on your niche.
An audience-focused TV commercial makes more marketing sense and it can save your dollars. This is because you typically won’t overthink trying to impress everyone.
For example, if you’re a travel agency, you can focus your advert on digital nomads between the ages of 25-40. You can further define the audience by targeting the nomads interested in budget accommodations.
Think of a Remarkable Idea
For best TV commercial results, you’ll need to do something out of the ordinary. Your message needs to spark considerable interest to stick to your audiences’ memory and generate desired recall.
In his book, the purple cow, Jeff Goins says effective marketing is remarkable. He says you should paint your cow purple to make it noticeable in a mass of similar cows.
You should consider something similar for your TV commercial. Integrate humor or a memorable tagline to glue your audience to the ad. Use an iconic character that can remind people about your brand—for instance, something like the Energizer Bunny, the mascot of Eveready batteries.
If you want your TV info commercial to stand out, it would be best if you approach it with a lot of professionalism. Make sure you observe quality and your commercial brings out your values and what you stand for.
Sometimes it’s tough to meet expected standards. So it’s always important to consult or hire an experienced video production company. But video film production companies differ. Mostly, their uniqueness lies in core values such as creativity, adaptability and problem-solving.
You need to invest a lot of time in finding the best video production company. What’s important is to pick the company with enough experience and the stated values.
Go through a list of portfolios and check if their style suits your demands. Contact previous clients from the nominated companies and confirm their experiences.
Bring Out Your Brand
When making a commercial, focus on showing off your brand’s unique propositions. Figure out what makes your brand different and why customers care about it.
Ask yourself questions such as, what makes my company the best in the industry? Is it sustainable? Affordable? Innovative? Or Customer-centric?
Next, establish why your strengths are vital? If you’re sustainable, your strength could be “dedicated to seeing a greener planet”.
You should also convey your visual and verbal cues through the TV commercial. Make sure your brand names, logos and mission statements come out from the start. Don’t suppress them because they are a crucial aspect of what makes a good commercial.
Tell a Story
What’s more memorable? A TV commercial that unleashes stats about user metrics. Or a TV ad about how your brand helps remote people to access life-changing products?
Most of the people will resonate with a story that can evoke emotions. According to Eunjin “Anna” Kim, an advertising scholar, the era of pushy TV commercials ended. She says that commercials that aggressively ask the consumer to buy the product get annoying
Instead, she recommends a shift towards story TV commercials that are more emotional and can create connections. This is because most of the people react to the structural elements in an advert. The characters and the actions in a commercial can enable viewers to absorb a story and evoke emotions.
Keep it Simple
Another crucial tip when making a TV commercial is to keep things simple. Usually, the difference between a great ad and a flop is how fast the message hits the spot. A straightforward message has a prime chance of delivering results.
Research has also shown human beings have worse attention spans than goldfish. Most people can’t concentrate on a single subject beyond 8 seconds. Thus your video must be able to deliver the message as quickly as possible.
Targeting a specific audience makes much more sense here. Your ad is much more effective if it focuses on a highly targeted single message.
Make Your TV Commercial Relatable
Creating an effective TV commercial is about making it resonate with your audience. That means you’re focusing your advertising goals on building connections and evoking positive emotions towards your brand.
A relatable ad fits perfectly into your audience’s situation. It talks about customers’ problems, empathizes and suggests a solution right away.
To make a relatable commercial, focus on your audience’s needs and ponder a story bearing a solution. Plus, you must be authentic. Otherwise, viewers will confuse your ad for a gimmick.
The best way to be authentic is to stay true to your colors. Open up to your viewers and let your integrity shine through the commercial. Reveal practical and realistic experiences to meet the realities of your audience.
If possible, integrate genuine stories from your clients. Or enlist respected influencers in your niche. That way, you can create credibility and establish memorable aspects of the commercial. Besides, most customers trust real recommendations from other users.
What Makes Great TV Commercials
A good TV commercial is audience-specific, remarkable, professional, and relatable. Above all, a decent TV ad should bring out the unique points of your brand and attune to your audience. But if you’re struggling to make a TV commercial, try reaching out to an experienced producer.
For more tips and advice, check out more articles on our blog.
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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