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There are many forms of advertising a local car dealers and repair shops can invest in. This includes newspaper ad space, radio commercials and billboard advertising. However, there is no form of advertising with the same impact as TV advertising. Effective TV ads are remembered for decades, even local ones. Unfortunately, local commercials can also come off as unprofessional and even cringe inducing. With that in mind, below are a few tips for making your local commercial look a lot more professional.
Quite often, local companies that want to produce a commercial for local consumption will simply have managers, employees or even the owners star in the ad. While this can be a great ego boost for those involved, those individuals also tend to completely lack acting ability or even a minuscule amount of stage presence or charisma. You might be better off hiring actual actors. Even if they haven’t stared in anything memorable, some acting training can go a long way on camera. I know locally owned businesses sometimes want to show the owner or kids, but this can cheapen your brand and make you look like an amateur with amateur experience.
Another mistake many companies make is producing their local TV ads in-house. Chances are those companies do not have a lot of experience with television marketing. The results can range from horrendously boring to unintentionally hilarious. If you want a professional looking TV ad, you should probably hire an actual video production company that has real experience in producing TV commercials. Also have the script for your commercial written by a professional copywriter based on advertising strategy. Renting a DLSR and having your funny co-worker to write won’t bring strategic results. If you want results to come from the investment of advertising, make sure there is a marketing strategy at play not just a commercial.
First time commercial makers tend to go overboard in the creative process to the point they lose focus of the end objective of a commercial. You are not directing a movie. You don’t need to even tell a coherent story. What you need to do is effectively advertise your product. Keep your commercial short and to the point and make sure a call to action regarding your product gets across clearly.
Where you record a commercial is also important. You don’t want it to look like you filmed a commercial in your factory basement. Instead, choose a setting that will make a better impression. If you use a green screen, make sure the graphics implemented are high quality and don’t give off the low budget look that many computer animated commercials on local TV suffer from.
Local TV commercials tend to be unprofessional looking and even cringe inducing. Thankfully, this does not have to be the case. With a bit more work and care, you can craft a local TV ad that is almost as good as the ones produced for nationwide consumption.