Stage 1: Research
This stage should take
one to three weeks. It normally entails two consultation meetings
and a 2-3 telephone conversations in between.
First, we need to learn
as much as possible about your business, your market, and your main goals.
We may need a bit of marketing research - to find out, for example, what
channels are most preferred by your current customers, or other such information.
To save money, this basic research (if needed) can be done by one of your
employees, with a simple questionnaire. Meanwhile we'll get in touch
with your cable-TV company to see exactly what they have to offer, and
we'll sketch a basic plan that may involve other media outlets or cross
promotion as well. We'll also talk about your audiences and about
your TV messages - WHAT we need to tell "them" and HOW - in broad strokes.
Once we have the preliminary
information on the table, we can start to narrow down and simplify our
options. The Research and Decision stage should end with a basic
proposal - which will be subject to your approval.
So unlike other people who
“just show up to shoot”, we spend a lot of time preparing your
messages - with your participation. Sometimes we ask
“too many” questions. We require our prospective
clients to be available and to return calls promptly during the initial
stage - because we are looking only for long-term, successful business
we had a meeting with a jeweler who wants an ad for a local ethnic channel.
At one point, he said: “Why do you ask me all these questions about my
clients, and about what unique features I have to offer? When someone
comes to me looking for a wedding ring, I make the best decision for that
person - I don’t expect my clients to know anything about jewelry.
So I assume that you would make all the TV decisions for me”.
I replied: “Touché!
This is, indeed, our job. But I don’t want to pretend that I know
your market better than you do. Besides, some unique features that
I may think of could be out of touch - or already offered by your competition.
Once we sort out together the main meanings of your messages, and the best
ways to reach your market, then you can expect a detailed script.
The man agreed.
Other producers may be
less demanding - yet that may not be in your best business interest.
If you have time to shop around, you can compare different approaches -
and predict the outcome. Besides - once we have a detailed battle
plan, the rest of the project becomes very simple for you!
Television is not “just
another gadget” - like a new computer program that’s supposed to help you,
when in reality only makes your life more difficult. Television is
THE most powerful marketing weapon, and the moment you start to use it
will be an important moment in the history of your business. It is
serious. So if this is your first TV marketing experience, you must
feel ready for it.
Stage 2: The Pre-Production
Pre-production is the
most important stage in determining the quality and the effectiveness of
your advertising. Over a period of a few days or weeks, we'll work
together on your concept, script, and scheduling.
You will also meet one
of the best Account Executives from your local Cable-TV company, to talk
about distribution choices. (If you prefer, we can deal with the
Cable-TV Company on your behalf, and offer you three different proposals
to consider. However, a meeting between you, us, and the Account
Executive is normally the best approach.)
Before we start working
together on a script, we need to repeat some questions asked during the
Decision Stage - and to narrow down the answers:
"WHO EXACTLY are the people
that we want to reach?"
"HOW do we want them
to feel, and WHAT EXACTLY DO WE WANT THEM TO DO after viewing our message?"
"How will we get our
audience to do what we want?"
"How much should we spend
to get our message to the audience?"
Being so used to television,
most people believe that its visual language is rather unsophisticated.
In reality, television is a very intense medium. The TV set
works like a powerful magnifying glass. So please think about the
above questions in very precise terms.
Remember: the average
city resident is exposed to thousands of advertising messages every day.
True, television commercials have a stronger impact compared to printed
media, because once you grab the viewer's interest with a strong headline,
you can deliver a powerful, multi-sensory message.
However, in today's crowded
environment, just "being on TV" is not good enough. You've
got to have something special to say - a message that will differentiate
your company's image in the viewer's perception.
A message that's brief and simple, yet logical and - most important - full
of emotional appeal. Just saying that "We have the best quality at
the lowest prices" won't do. When it comes to attracting new customers,
there's no such thing as "too much sugar on top".
Put yourself for a moment
in the position of an average TV viewer. What kind of unique message
would make you jump off your chair to make a phone call, or to write down
a phone number or an address? More important - what would captivate
your attention enough - so you'd actually remember after a day or two to
call or to visit a company like yours? This doesn’t
automatically entail low prices - there are a lot of other advantages to
offer. Some businesses are not price sensitive at all - and in some
cases very low prices can even work against market positioning. We’ll
talk more about this when we meet.
The representative of
the Cable-TV company will tell you that you must repeat your commercial
a lot, in order to have a good impact. The average person needs to
be exposed many times to a message before he / she reacts. This is
very true, up to a point. (Remember, the Cable company wants to sell
as many spots as possible). We want to emphasize that, although
repetition is essential, a well designed commercial needs to be repeated
fewer times in order to get a good response. Also, choosing the right
TV channels and hours to target your audience will greatly increase the
value of your advertising dollar.
For your TV commercial,
you have to find an amazing deal, a unique novelty, or an immediate,
important need that must be addressed. The purpose of a 30-second
message is to bring new customers to you. So we need to focus on
this simple goal - "getting new customers" - rather
than trying to close a sale in 30 seconds. Once they call or visit
your place, the closing is up to you. (Otherwise, to really make
a sale on TV complete with credit card orders, you need either a 2-minute
spot or a whole infomercial; we will not cover these alternatives here.)
The benefits that you
offer must be simple enough so they can be summarized in a powerful headline
and described in a few brief, strong statements.
There is a formula that
we use as a model for nonfiction commercials. However, we decided
not to include it here - because in several instances in the past it ended
up in the hands of our competitors. C’mon, we are not that
generous! Let’s just say that it is available on a “Need to know”
This formula is not exactly
rocket science, and it is also changeable according to each message.
Nevertheless, its application helps in maximizing the impact by exploiting
the mechanism of our "immediate memory”.
You can be sure that TV
exposure will enhance your image - professionally and even personally.
What you need, however, is direct response: new clients. And this
is not an automatic result, even if television gives you ten or twenty
times more exposure than leasing an expensive store in a super mall.
In the mall, the customers are already in a “buying mood”. A
TV commercial should make them come to you, and this involves an ACTION.
How do you get them to do that? You TELL them! Never
overestimate your audience’s imagination.
The role of a good headline
cannot be emphasized enough. Also, you cannot always predict the
effect of a particular headline. This is the major reason why we
normally offer packages of three commercials instead of one (at about the
same price). When you alternate three commercials, a particular headline
will grab the attention of a distinct audience category, while the other
two alternative messages will strengthen the impact. This is much
better than showing a long commercial over and over. Frequency is
than length in TV advertising.
A double-length spot costs double, whereas the cable companies normally
charge the same price whether you have one or three commercials.
Also, by alternating
three different commercials in the same time period, you have more flexibility
in choosing the contents. This is much
easier and effective than trying to stuff everything you have to
say to the world in 30 seconds. You can even get some feedback to
see what kind of headline has more punch - and then run the most effective
commercial more often. Normally, a set of three commercials produced
together should not increase the production cost compared to a single commercial.
We need to be realistic
about how we emphasize the phone number or the address in your commercials.
One of the two must have priority, and we need to make it easy to remember.
If the phone number prevails, it is worth the effort of finding a set of
numbers that spell a particular word. Also, this information must
be repeated briefly at the end of the commercial, with absolutely nothing
else after it! Only if your company is large, with a very well-known
location, the last word can be a factual highlight.
Stage 3: The Production
If it's well prepared,
the videotaping is a very simple process. If we shoot in a studio
or on location, everything will be prepared ahead of time. Most likely,
however, we'll be shooting at your business place.
Our cameras require relatively
little light - so we will not turn your place upside down with complicated
Before we shoot, we'll
have a brief script consultation session. This is the time to insert
any changes that you request into the final version of the script, as alternative
All the people and objects
that will appear in your commercial must be available at the scheduled
time. We suggest using our professional voice-over (included).
If you prefer using your own spokesperson, we need a quiet location for
a few minutes to record the sound. ATTENTION: if we use any live
sound, be sure that someone knows how to turn off any electrical equipment,
when needed. Especially air conditioners and computer fans will create
noises that are blocked out by people in a normal working day - but the
microphones don't know any better.
In most cases, it helps
to invite a few good-looking friends to act as customers - or for backup
"roles". (We can hire professional actors, however they are quite
expensive). The people who appear in the picture must avoid wearing
anything with narrow stripes (watch that shirt or necktie that will create
moiré patterns!) Gray, blue, green, or subdued red clothing
look better than black or white. Avoid bright reds, though - NTSC
stands for "Never Twice the Same Color". We'll provide some basic
makeup, if needed.
All the participants should
be relaxed. After all, it's just a simple commercial, and if the
main message is well designed, the other details become easier to deal
Stage 4: The Post-Production
The post-production is
basically the editing process, when the best images are assembled along
with the special effects, graphics, voice-over, and music, on a broadcast
tape format. Some homework - such as choosing the best shots
and a review of the script - needs to be done before we go to the editor.
Minor changes can still be included (major changes too, but sometimes that's
expensive by now).
If we are also preparing
a long format video at the same time (a documentary, a promotional, or
a training video for example), we may give you a VHS cassette with numbers
on the picture - so you can tell us which are your favorite shots.
For brief commercials, we'll choose the best "takes" while shooting.
In any case - to avoid unnecessary expenses, we should start our editing
fully prepared. Many times we'll put together a draft tape first.
If you can, we suggest
that you join us during the editing of the Master tape. Seeing how
your commercial is put together is a very interesting and enjoyable experience.
Also, by being there you can order some last minute changes without additional
After editing, the Master
Tape goes to your Account Executive. In most cases, your commercials
will start running within one week.