A good commercial is one that sells the product. The art may win awards, the website might get an award for the developer, everyone might sing the jingle but the purpose of the commercial is to sell. If the commercial doesn’t sell the product, service or promote the brand then it failed.
Advertising history is filled with notable artistic successes and business failures. We remember and chuckle at the commercial but can’t remember what it sold. Commercials are a delicate mix of art, sound, lighting and timing of delivery that have to add up to success. A good commercial walks a delicate balance along a tightrope of art, brevity, sound and comment, and aiming at as broad an audience as possible while still targeting a real audience of purchasers or those who can influence a purchase.
There are some things to remember when designing a good commercial. First, what are you selling and to whom are you selling it? The construction and format of the commercial will identify with the product or service and the message must fit the audience and their lifestyle. The commercial has to go out and find viewers/buyers. Knowing where they gather, what their buying habits are and what gets their attention takes research and this has to be invested before any scripts are composed or actors hired. Consumer research is a primary ingredient in making a good commercial. Knowing the primary target group, where they gather to get their purchasing information, how much they spend, how much they make and how to appeal to these concepts is crucial. Buying habits and what motivates them to buy one product over another is another type of information that has to be blended into the end product.
The commercial cannot aim over the heads of the audience, and it can’t dumb down either. On the other hand, annoying commercials sometimes can plant a brand or name in a consumer’s mind, but this is a risky venture.
Good commercials get results: purchases. They need to combine a mixture of presentation, art, sound and maybe a good song or soundtrack, eye-catching appeal and a good voice-over, and being timed to be in front of the right audience when they gather to communicate. 2 am info-commercials are notorious for annoyingly sleazy presentations, go this route with caution, time slots count and knowing your customer’s schedules for drive time (radio) and work (internet and radio) and relaxation time (television) is critical to your marketing plan.
Good commercials are the result of research, planning, execution and timing. Figure these into your commercial and you will succeed.