Menu For A Successful TV Commercial Or Short Video

We’ve all seen :30 second epic TV spots that cost millions to produce but don’t do much for the brand.  If you want to avoid that fate, and have the best results (sales/brand building) for your advertising/video, then here are eight rules to follow:

  1. Have specific goals for each spot/video.
  2. The product/brand must be the hero.
  3. The creative must evoke emotion; humor is best, nostalgia next best.
  4. You must hook the viewer with something bold within the first 60 frames (two seconds).
  5. For a :30 second spot, you should make it clear within the first eight seconds what is the product/brand you’re promoting.  This can be done visually or aurally.
  6. The product/brand must be seen or heard about at least five times within the :30 second spot.
  7. Never expose the TV spot to the same audience more than 16 times over the life of the commercial … it will begin to irritate customers and your impact will be negative instead of positive.
  8. Measure its effectiveness and adopt or adapt.

Here are two very different spots, one new, one old, and I’ll let you decide which one does a better job building its brand:

    Recycling Ants

One way of deciding if the commercial worked for the brand is to see how you describe ithe commercial after its viewing … is the brand in your description, or was it irrelevant to the description of the spot?

About bobcouch

Bob Couch is the president of OROGEN Marketing in Menlo Park, CA. During his almost 30 year career he has worked with some the the biggest brands in the world, and several Silicon Valley startups. OROGEN Marketing provides a comprehensive set of marketing tools to help their clients grow big, and bigger.
This entry was posted in Advertising, Business Development, consumer goods, Credit Cards, eCommerce, financial services, Marketing, Medical technology, organic, Orogen, siliconvalley, social media, Solar energy, Uncategorized and tagged , , , , , , , , , . Bookmark the permalink.

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