Creating a Memorable TV Commercial in 7 Steps

Stacy Felske

Stacy Felske About The Author

May 5, 2021 10:00:00 AM

Creating a Memorable TV Commercial in 7 Steps

TV remains one of the best ways to reach audiences and build a strong relationship with them, and people are likely to recall commercials more than other ads. Many factors influence commercial recall, as 53% of people are more likely to remember an ad that uses humor, for example. However, as long as your ads are well-produced and impactful, people will likely remember them as you build brand awareness. If you want to learn how to create a commercial that stays in your audiences' minds, earns their trust, and ultimately drives sales, here are certain aspects to keep in mind. 

Here we'll go over some of the key elements of a TV commercial to help you produce a successful and memorable ad.

Learn How to Develop a Commercial That Gets Results!

1. Pick Your Subject

First, you need to pick a specific subject that aligns your brand with your advertising goals. Consider whether you want to launch a branding or call-to-action campaign. For example, determine if you wish to introduce people to your brand or lead people to take a particular action. Your goal could be to advertise a new product or a new location, or you may want to build brand awareness and gain consumers' trust. Based on your goal, you can determine how to approach your commercial's content.

2. Decide on Your Call-to-Action

Screen Shot 2021-02-02 at 2.05.01 PMYou also need to encourage customers to take the desired action at the end of your commercials. Whether you want to drive foot traffic to your stores, web traffic to your website, or reach out to you by phone, figure out what specific action you want people to perform. Keep in mind that your call-to-action can work cohesively with your digital campaigns. 

There are plenty of ways to combine TV and digital marketing through calls-to-action successfully. For example, you could lead people to visit your website. While they may not purchase on their first visit, they may come across digital ads in a retargeting ad campaign on other websites. They may also connect with you via email or social media, entering the sales funnel from other media after initially seeing your commercials.

3. Write Your Script

Screen Shot 2021-04-15 at 10.09.53 AMWith a subject and a call-to-action chosen, it's time to begin writing your script. There are several considerations to think about when writing your script. For instance, account for length, styles, and certain things to avoid. Additionally, consider whether you'll have characters in a fictitious scenario or feature real people and situations. You can also use particular free templates to compose a concise, compelling, and ultimately memorable script.

4. Find Your Talent

Once you've completed your script, you need to choose who will be in the ad and produce it. Ask specific questions to help you find the right people. Are you able to make the ad with your employees, or will you need actors to portray various characters? Will the commercial be animated, and if so, who will animate and provide the voiceover?

5. Make a Shot List

Before actually filming your commercial, develop a shot list to help prepare. You can illustrate each shot using storyboards, which can help establish the perspective and blocking for performers. You can also make sure the shots are well-timed to stay within a typical commercial’s time constraints. It's also important to consider whether you will film on location or on a set. 

Be sure to write out how many shots you'll need, which are direct, and which are B-roll footage to give you additional options during editing. With sufficient planning, you can benefit from a smoother shoot that helps keep costs as low as possible.

6. Shoot the Commercial

Following the planning process, you're ready to shoot the commercial. On the day of the shoot, there will be a lot of equipment and other resources to consider, so it's best to write a list of everything you'll need. As you prepare your set or get ready to drive to your filming location, go over this checklist and ensure you have everything you need to avoid any inconveniences.  

Additionally, consider different lighting aspects, including whether you plan to use artificial or natural lighting. You should also make sure you record enough footage to work with during editing. For certain lines, you can register multiple takes and decide on the best one in post-production. If you're inexperienced with the process and need some professional help, a media partner will have the equipment and expertise necessary to make sure filming goes smoothly.

7. Post-Production

After filming, you can begin editing your commercial to produce the perfect cut. During post-production, there are multiple steps to consider, including editing, sound editing, graphics, transitions, and other elements. For people who are new to editing, the process can be somewhat overwhelming. With a media partner, you can benefit from in-house production systems and the knowledge to effectively complete your commercial, optimizing efficiency and cost in the process. 

Work with a Media Partner to Produce an Unforgettable Commercial 

While a business can produce its own commercial, it can be daunting for those unfamiliar with the process. A lot goes into a thriving commercial, which means a lot can go wrong, but experienced professionals can help avoid any potential problems. When you work with a media partner, you'll be able to leverage their expertise to produce a high-quality commercial. As a result, you'll be able to expand your brand and increase sales. 

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