Have you really taken a step back and visually inspected your TV Commercial? Yes, the verbal message is important in a TV commercial, but as important, is the visual message. Do this…View your TV commercial without sound. Are you captivated? Do you have a sense of the message being conveyed? If not, then you may want to rethink the production of your TV commercial. Message is important but so is the visual- keep both in mind when crafting a successful TV commercial. Here are some visual tests to perform with your TV commercial to see if it is really up to snuff visually.
When you view your commercial do you get a particular feeling? The colors, the design, the typeface, all of it should be consistent with the image of your company and product. If your ads are in sync with the image of your company, you’re a step closer to your audience.
Do You Have a Consistent Look?
All of your TV commercials should project the same image. No, they don’t have to have the same visual or the same headline. They should, however, look like they all come from the same company. After all, this look and image is your “familiar face” in the crowd. It’s also something you worked very hard to create. And it’s uniquely yours, no one else’s.
The Quick Eye Test
Does your commercial stand out? Remember, your audience will see your ad, not in a vacuum but with dozens of competitive ads. If your ads stand out, you’re way ahead.
Test the Commercial for Positioning
Positioning is basically how your audience perceives your product, service or company. For example, businessmen, engineers and students all need computers, yet each has a different idea of what computers can do for them. Advertise a computer to a businessman and you might do better to position it as a management or accounting tool. Students might respond better to a commercial showing computers as a writing and study aid. Engineers may be better persuaded to buy a computer if you positioned it as a design or research tool. In each case, the products are the same, but the positioning generates the unique appeal for any given market. If you’ve done your research effectively, the positioning should bring the viewer into the commercial, engrossing the viewer without distraction.
Bring It All Together in a Consistent Message
The visual and the auditory sides of a TV commercial need to compliment the other and add up to portray a consistent message. The best way to test if your message is effective is to view your commercial without any sound. Do you know what the message is conveying? If not, your real message is not getting through.