5 tips to keep in mind when planning your commercial

Posted on January 29th, 2013 in Uncategorized | No Comments »

blog1When Story House Media is approached to produce a video whether a music video, business or non-profit video, there are some questions you need to be prepared to answer.

1. Objective

Your commercial / video should have a framework of objectives to help define the project. Taking some time to write down your goals of the video will help in the creation of a well thought out concept. Objectives often mirror some of the marketing goals of the business.

2. Branding

Another element we like to look at in depth is your branding. It’s the overall look and feel of the company. Brand Identity is a huge part of a company. If your branding is top notch, you can take identical products and if one company has put time and effort into cohesive integrated branding, they will win stand out. Your commercial should have subtle references to your brand.

3. Culture

Does your company have an unwritten culture that has evolved? If so be prepared to describe the culture. People love to do business with companies that set themselves apart. Maybe they are quirky, maybe they are just fun people, etc. An example would be Apple. They have a distinct culture within that bleeds into the customer base. If you have done business with Moosejaw (www.moosejaw.com) you will quickly understand the sense of humor that exists there. If you are a new company it’s likely that your culture doesn’t have a foot hold yet but with vision, you can help foster the culture you desire. So be prepared to discuss this with your creative professional.

4. Target Audience

Again, if you have a marketing plan, you should have an idea as to what your target audience is and it will be important to keep this in mind as the fabric of video develops. The whole idea of using video is to engage your audience and tailoring the video to them will be important. Knowing who the message is intended for will help keep you focus on the overall objectives.

5. Budget

Understand that quality professional productions inherently have direct overhead costs including but not limited to actors, models, locations, music licensing, production tools, etc that all add to the cost of video. It is important to establish a sufficient budget that will allow a smooth process from a production standpoint. If you are not willing to pay for locations for example, a lot of time is spent trying to negotiate the use of a space and this can take quite some time. If a certain amount is allocated, appropriate budgets will increase the production value. The great thing about using video is that it can be used many times in several different delivery mediums, which over time, the upfront cost is spread out over time and reflects a respectable return on investment.

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