If you’ve been watching local cable TV lately, you may have noticed a condition that’s plaguing advertisers across the region: Bad Commercialitis.
Ok, so I just made up the term, but I’m sure you can figure out what it means. “Bad Commercialitis” refers to the commercials that leave you scratching your head, rolling your eyes and/or wondering, “What the heck?”
Video, whether for television, a company’s website or social media, is a compelling medium for your brand or business to tell its story. There are various elements – such as live-action video, stills, music and more – that can create an emotional connection and communicate to an audience in a very personal way. Because of these unique attributes, video is a tool that companies in any industry should leverage, but only if it’s done right.
There are many video companies with flashy equipment, drones and HD video cameras that, in many cases, will produce a high-quality product. While having a high-quality video is important to uphold the integrity of your brand, proper planning will ensure you attain the primary goal: being on message.
When it comes time to film your commercial, don’t wing it. Long before setting a film date, you should identify the key messages you want to convey. Think about your points of difference, your value proposition and if there’s a case study that best demonstrates how your company delivers. Planning will enable you to clearly state and illustrate your messages.
Furthermore, whether you’re running your ad on cable or broadcast TV, go big, or go home. There’s nothing worse than spending hundreds of thousands of dollars on a TV advertising schedule with a commercial that looks like it was put together by your friend’s kid who has a nice video camera. You know what I’m talking about. It’s imperative to choose a video partner who will provide high-quality messaging and production. If you’re investing your time and dollars into something, like an advertising buy, make sure it’s worth it by doing a good production.
Having an online video presence is also necessary for your brand, as it grows visibility and strengthens your presence on the web. However, when developing online video (whether it’s for YouTube, Facebook or your website), you don’t need to hire a Steven Spielberg. You can still have quality and clear messaging, but the cost of these videos can be dramatically less than what you might pay for the production of a TV commercial.
With any type of video, you need to find the balance between optimizing your budget and ensuring you have a quality production and message. Brand visibility is important; however, brand integrity and communicating a clear message to your audience is essential.