What to Consider Before Making Your Commercial

It’s time to make your commercial! 

You have the lights, camera, and talent! Now time for the most critical part - how to make it memorable? A great commercial can leave you laughing or crying, but no matter how the viewer is left feeling, the most important is that they remember your name!  And the truth is, it can take several times seeing it before your name sticks in the mind of your target audience! But despite how difficult it can be, TV advertising is still the answer when it comes to brand retention and recall! 

Fifty-three percent of 18-34 year-olds, 54% of 35-49 year-olds, and 44% of adults 50+ say that TV ads are an effective brand communication tactic. LinkedIn reports people retain 80% of what they see and only 20% of what they read, so having a commercial is a critical element in your marketing strategy. Now we just need to make it effective and memorable.

Let's dive into what works and how to make a spot viewers won’t forget!

Know What You Want To Accomplish

Knowing your commercial’s overall goal is the first step. Not only does it keep your team focused and organized on one purpose, but it also informs the creative direction of your TV advertising strategy.

For instance, introducing your company, family, and values is one way to bring more brand awareness. On the other hand, if you're trying to increase sales, you'll want to put more creative focus on your product and how it works. 

Tip: Choose your message and stick with it instead of trying to say too much at once. If consumers only retain 80% of what they see, you'll want most of that to be your main message.

Figure Out Who You're Speaking To

In the same sense, you need to have a thorough understanding of your target audience. It's better to narrow your message and speak to your specific target than to try and reach everyone at once — it's impossible, unrealistic, and ineffective. You end up wasting precious time on uninterested buyers instead of resonating with the right prospects.

Tip: Don't try to encapsulate your entire brand into one commercial. It's better to highlight a niche aspect of your brand that will resonate with your selected group.

Grab Attention Creatively

It's crucial to your campaign's success to grab the audience's attention immediately in a commercial. It's way too easy nowadays to divert your attention elsewhere, so you'll want to prevent that from happening.

The first three seconds are all people need to decide if they'll tune you out. People are selective about where they devote their attention, and creating attention-grabbing messages is about more than the ads themselves. 

Tip: Portray your message creatively to make your ad more interesting and differentiate your brand from the mold of other ads people are watching. 

Authentically Represent Your Brand

Authenticity matters much more than you may know. Not only are people social creatures that resonate with messages that feel genuine, but consumers are actively telling brands they associate authenticity with trust and credibility.

Brand authenticity is a relatively new concept dominantly supported by millennials. Nonetheless, 86% of consumers say authenticity is the key factor when deciding what brands they like and support, and the concept is predicted to only become more important as time passes.

This especially applies to companies because they need to overcome the audience's assumption they only care about sales. Consumers want to feel special — like they're more than a sale to you.

Tip: Communicating a personal, compelling brand story presents a lot of information without explicitly saying it. Keeping your commercial transparent and consistent with your brand message ensures it’s also authentic.

Differentiate Your Brand

Brand differentiation is key to being memorable to viewers. You want to stand out and not blend in with your competition. This way, when people need your product or service, they think of you first. 

Methods like a catchy jingle or tagline are 'sticky'. Using relevant influencers or brand representatives is another way you can stand out.

Tip: You can make your ad memorable without leaning into repetition. Find out what is most relevant to your target audience, and then use it in your commercial.

Start Getting Results 

Having a memorable commercial communicates that you have a quality brand. It's a crucial way to increase awareness of your brand and develop your brand identity. Working with a media partner can help you create and distribute your memorable TV commercial with proven tactics that get results.