You might think of television as the exclusive domain of corporate advertising. But with the growth of cable and the ability to broadcast to a specific region, television can be used effectively by small businesses too. I know at many small local markets out in boufou Texas, the little News Station will make a cheap commercial and slap it together for FREE by a student learning Avid Xpress just and bundle the production into the packaged pricing of the broadcast your are purchasing to air your spot! Point is, this medium must be utilized carefully, because it can be easily misused - a bad ad not only makes you look silly, but can actually decrease your customer base.

These tips can help you use this advertising medium/format correctly.

- Remember Television is a visual medium.

You need to communicate your message visually; the viewer should be able to tell what the ad is about with the sound off. Therefore, your visuals should be the most important part of your ad. Your script — the actual words used during the commercial — is the lesser important part. Now, with that said you must still remember some things…

1) Dont tell your story too stupid and saturated that you forget it is a outreach to comple customers to be enticed about your product offering and

2) ALWAYS remember to provide them both visually and verbally/audibly with STEPS to TAKE ACTION for the next step to a close

3)make sure to repeat most important items audibly be it in words, or sound FX because many people get up and leave from thier sets during commercials but still hear something if it is exciting from the kitchen and you don’t want to miss out on the opportunity to reach them now do you?

- Successful television advertising sells through emotions. Television viewers rarely remember the details of an ad, but they can recall how the ad made them feel. Make sure they feel motivated after viewing yours. END on an emotion and they will forget the beginning, or even most of the commercial after yours !

- Get to the point. You have about two seconds to grab the television viewer’s attention, so use a strong opening image - the visual equivalent of a strong headline. You then have a total of maybe five seconds to say what the ad is about - if it’s not clear you’ve lost the viewer for the entire ad.

Use a shock-factor to them somehow, say like with the cavemen from the geico commercials - but if you only heard it, you still understand a story, service/product offering & name of business & how to take customer action - in this case, to CALL…

- Keep your message simple. Stress your benefits. And remember to stress them visually. You can do this by “showing” what they are, rather than just “telling” what they are. Empower the viewer with a concept they can apply - this is a form of engagement marketing!

- Be sure to tell the viewer your name visually and again I saw audibly by words or phonem. Put it right there up on the screen even perpetually thuought the commercial, along with your logo, and your address and phone number. Better yet, hit them twice by having the voice-over announcer read it aloud at the same time and END on reinforcing the BRAND.

- Focus on a goal for Direct Response… Don’t forget your call to action but keep it to ONE per COMMERCIAL. Tell the viewer what to do - Call now!!!; or Visit your local dealer; Compare the value; Come see us; Go ONLINE TO:::  etc.

Remember broadcast media can give you impact and communicate emotion and identity faster than any print media and it probably should be part of your ad plans. Studies suggest this form of advertising is better for a cold-lead generating pool than warm or post sales enforcement. Guerrilla Marketers know that just because Super Bowl ads cost a bundle doesn’t mean they can’t be on TV too!

Here’s a commercial that I think is functional and makes a good off the bat statement.

“The problem with regular vacuum cleaners is that they have bags and filters Which means they get
clogged and lose suction. Dyson vacuums don’t have messy bags and filters. And they never clog or lose
suction. Never.” Ok, now that I can relate to even if I do not completely have a expertise in vacuums - get my drift?

kewl

ttifn

brains, lights, cameras, ACTION!