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As the pace of life becomes increasingly hectic, print advertising in newspapers and periodicals is becoming less effective. Broadcast advertising is still a strong medium, but most business owners see it as expensive, complex and beyond their reach.
Not true! Not true. Not true. The fact is that with the advent of cable TV and the coming increases in technology, the cost of TV advertising may be considerably less than you imagine. Of course, you must factor in the cost of video production . . . however, condidering the number of customers you can reach with TV, the costs are more than justified. There are more than 911,200 TV households in San Diego. Of that, 78% have cable. Adults spend nearly as much time with TV as with all other media . . . newspapers, radio, magazines . . . combined. TV excites and influences people to buy your product or service. It is a powerful medium!
Do's and Don'ts to Buying TV
1. Don't spend a fortune on your commercial. There are plenty of good video production companies that will do a GREAT job at a fair price.
2. Local 30 second spots on TV can be as low as $5. Don't think that because some TV spots are inexpensive that you can get impact without an adequate budget. However, because TV has so many choices, it can accommodate many different advertising budgets. There is no free lunch, just some lunches offer more variety.
3. Don't be biased by your own TV viewing. Just because you watch CNN, it doesn't mean your target market does. Work with your ad agency to determine what your customers watch.
4. Expect to run your ads for an extended period of time. TV is a visual reminder of what your business does and where your business is. Creating name awareness does not happen overnight. Plan on fine tuning your schedules regularly.
Video Production Tips Rule #1: Get professional help. With the help of a production company that is willing to work with you, you can create an economical and sophisticated video by cutting corners in some areas. Video production can range from $1,000 to $1,500 per minute. It is possible to create a 30-second or 1-minute spot for under $2,000. A 30-minute infomercial can be made for under $20,000.
Rule #2: Advance planning is essential to video production
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Define the goals of the video. |
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Define the audience you are trying to reach. |
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Define and write down your basic ideas for what you want to say. |
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Define the type of visuals you want to show. |
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Determine how technical your presentation will be. |
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Decide on what locations you will be using. |
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People: Who will be used as talent. Who will be used as props. |
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Props: What pieces of hardware and products will you use. |
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How long will the video be. |
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How much of a role do you want the video company to play. |
Rule #3: Scripts determine production costs. The script is a result of brain storming by producers, writers, you and other experts. Items such as program length, locations, talent, props, and music create the "look" of your spot and impact the cost.
Rule #4: Technical considerations determine production costs. Do you want animation? Multi-colored graphics? Is this video intended to be broadcast quality? Will there be a great deal of editing? These things contribute to the force of the spot, but the more you want, the more it costs.
Rule #5: Sometimes simpler is better. Video can move very fast. 10 seconds on TV is a long time, so it is tempting to pack a lot of movement, color and sound into your spot. To save money, be creative, straight forward and keep it simple. Locally produced, simple, clever spots often win awards.
Rule #6: Resist the impulse to provide the "talent." TV professionals make it look easy to be on film. It's not. Remember, if you come across as boring, unprofessional, inexperienced or questionable in any way, you will have wasted your money or worse, be advertising the wrong message to your market.
Rule #7: Once the budget is determined, it must be kept firmly in mind. It's too easy to get overly enthusiastic and forget monetary considerations. Do not insist on continually adding on more material. |
