1. Know exactly what you want to accomplish before production begins. While you might not have every detail in place and know exactly how the commercial is going to take shape, you should take time and jot down all of your sales goals and expectations.
2. Don't' get caught up in the latest and greatest. While there is a host of video production and cool music effect software out there, make sure that your commercial is substance over style. This will always pay off in the end.
3. Don't use custom music just to have your company name or slogan sung. It is tempting for cost conscience business owners to go with the more "affordable" music guy who is operating out of a bedroom or a basement with little to no experience, but it does not pay off. Cheap music, that sounds cheap, and you need to know that while most people aren't musicians or have a musician's ear, know good music when they hear it. Chances are, that you won't increase your sales and achieve your goals with "basement" productions - almost guaranteed.
4. Employ the best possible voice over talent. Your voice over talent can make or break your commercial. And good voice over talent doesn't have to break the bank. A good production company will steer you in the right direction and audition a number of folks so you can decide before production begins.
5. Be careful with humor. Humor when done right is quite effective and you will notice that a lot of the big boys on TV and radio use it. The problem lies in that good humor is not that easy to write and less readily pulled off on camera and especially radio with a limited budget.
6. Stay away from the same old tired production and industrial music. Many sales reps from radio and cable will try and sell you on keeping your costs low by employing their staff voice over guy and production department. You will find out very quickly that your commercial will not have any zip and will look and sound just like everyone else out there, and you will not get the sales numbers that you were hoping for.
7. Big dollar commercial productions do not always equal the same in sales volume and expectations. Like in any business, the degree to varying bids on any given project can vary greatly for any number of reasons. For the average small mom and pop business a 30 second regional spot, with good voice over talent and singers should cost somewhere between $1,500 - $2,000. That's a realistic figure and one that should get you to your sales goals and credibility factor in the marketplace and should far exceed your initial costs.
8. When you approach a music production company, having a good idea of what you want to get produced will save everyone time. Do a little research and figure out which websites have an intro that you like or a particular commercial that you've heard on TV or radio. This will get everyone on board with your initial idea and then let the creative team do their thing and a reputable company will undoubtedly make you say "wow" and get you excited about your commercial spot.
9. Don't be afraid to venture off the path a little if your creative team has a good idea. Sometimes it's those little things that set your company image and ultimately the increased sales into motion.
10. Small campaigns can yield big sales and profits when done right. While you don't want to get taken, you also don't want to employ the "cheap" guy with your marketing image, credibility and ultimately increase in sales. Get it done right and you can see great results!
About the Author
Mr Gauger is a former talent booking agent, booking some of the biggest stars in country music as well as an accomplished jingle writer. His writing experiences include major TV along with national TV commercials. You may contact the author at 615-300-5030 or tgauger@reelmusicianpro.com. Author's website http://www.reelmusicianpro.com
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