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:
- Have specific goals for each spot/video.
- The product/brand must be the hero.
- The creative must evoke emotion; humor is best, nostalgia next best.
- You must hook the viewer with something bold within the first 60 frames (two seconds).
- 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.
- The product/brand must be seen or heard about at least five times within the :30 second spot.
- 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.
- 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:
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?