With digital media being as accessible as it is, it’s within your reach to make a stellar commercial for your company. Here, we’ll talk about the steps you should take to make an impressive commercial to advertise your company.
Equipment
First things first, make sure that you have the necessary equipment for making a commercial. If you don’t have the funds to purchase these things, you can rent them.
- Camera
- Lights
- Microphone
- A computer with video editing software
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Conceptualize Your Commercial
Before you even start thinking about shooting your commercial, it’s important that you come up with a solid commercial concept. A commercial concept encompasses two things:
- The goal of your commercial. What do you want to say with your commercial?
- The story you’re going to tell with your commercial. What is the narrative that will play out on the screen?
Knowing what you want your commercial to ultimately say or communicate will help you to arrive at what story you should tell in your commercial. If your commercial’s goal is to let older people know about a security system for the home, a story that depicts older people benefiting from a security system in their home might be a good story, while a story that depicts a robber entering a home despite a security system would not. You want to create a narrative experience that will support what you ultimately want your audience to come away feeling, thinking, or understanding about your product.
Write a Script
It’s a very bad idea to show up to a commercial shoot with no plan. In crafting your commercial, you should spend a good amount of time writing a script that explains what will be happening on screen during your commercial. The actors you hire to play the parts of your script will be using your script as reference, so it’s really important that you write out everything that yoendlike to see happen in the commercial.
Unlike a film script, most commercials end with a “call to action”. A call to action is a directive you give the viewer of your commercial. “For more information, call 1-800-SECURITY”, for example.
Shoot The Commercial
Once you have your script written, find actors that will do a good job of performing the story you’ve created. Now it’s time to actually shoot your commercial. Be sure to have enough help on hand so that you can get good video and good sound, and so that you have enough time to spend with the actors to perfect their performances.
Edit Your Commercial
If you don’t have access to video editing software, you can hire a video editor to help or you can rent video editing equipment.
Display Your Commercial
Now that you have a fantastic commercial, it’s time to get it seen! You can distribute your commercial online, which will help it to reach an audience. Or, if you have some funds to put toward distribution, you can have it shown on television by purchasing advertising airtime.