Everybody knows that commercials can be expensive to make. The cost for a single Super Bowl TV commercial can be anywhere between $3 million to $4.5 million. With these types of figures out their in the public mind, small business owners may be intimidated by the idea of creating a commercial for their company. They might think, “How can I possibly get enough value from a company commercial to justify the costs?” Well, fear not--costs at the local level don’t approach anywhere near millions! In fact, a 30-second commercial on local television often runs in the $200 to $1,500 range. This is far more in line with a typical business’s marketing budget. But is there still value in creating a commercial for your company? Putting in the effort to get the commercial done the right way can be a big undertaking. Let’s take a look at some factors to consider when evaluating whether a commercial is a good idea.
Positives of making a company commercial
A commercial is a great way of reaching a large audience in a short space of time. Think about the impact some of the commercials you’ve seen have had on you. In fact, ask anyone to list their favorite commercials from memory, and you can be sure they can come up with at least two or three. In terms of instant impact, print, magazines, and online advertising don’t carry the same weight. Commercials represent a unique way to get out in front of your target audience.
A creative, fun commercial for your company’s products or services acts as a rallying point for your company. It’s an opportunity for employees from all divisions to get engaged especially if you include your own employees as actors, as we recently did at Miles Technologies. By being able to view the commercial and even show it to people they know, employees feel empowered to take ownership of marketing efforts regardless of their actual role, and they become more likely to be engaged with additional marketing strategy in the future.
If you create a commercial that engages the viewer and has them interested in your company or service, concluding with a call-to-action is a great way to mobilize your target audience and push them to reach out and become a customer. The more engaging your commercial is, the more likely it is to pay dividends.
Once you’ve created a commercial, it certainly doesn’t have to be used only on the airwaves. By working with a digital marketing agency, the video you’ve created can become an another content piece for your online marketing efforts--yet another way to drive viewers to your website and ultimately into becoming customers. Simply adding the video to your company’s YouTube channel and sharing it through social media can bring views to your site.
Things to consider when making a company commercial
While commercials represent an extraordinary opportunity to get your company’s brand out there and viewed by a wide range of people, there are certainly factors to consider before you dive into making one. For instance, unlike with online marketing, it can be a challenge to target specific buyer personas through your commercial. This situation is certainly improving, though; as television stations become more segmented by interest and by demographics, company commercials can target audiences with greater accuracy. It simply becomes a question of choosing the right time and location to have your commercial broadcast.
Make sure that your commercial is as creative and unique as your company is. TV commercial production can be expensive, so having to go back and make changes is often costly. It’s important to have a clear understanding from the outset of what you want to be promoting--whether it’s your brand and the people who work for your company, or a particular product or service you are trying to promote. By establishing these ideas and goals up front, you’ll find great value in making a company commercial.
Should you make a company commercial?
A company commercial can be a great galvanizing force for your marketing strategy. Content creation is all about formulating something that is unique, exciting, and engaging to your audience. By putting together an engaging, fun commercial, you can really make a strong statement of intent for your brand--a high-visibility, high-impact point around which your entire company can rally.
Have you ever created a commercial for your business? If so, was it was a valuable addition to your marketing strategy? Let us know in the comments below.