A TV commercial done properly will help your company generate revenue.

Selecting a production company for their company’s television commercial is a decision that is fraught with stress for many business owners and key decision makers.  It’s easy to become nearly paralyzed at the thought of making a relatively high-dollar investment in something that will be seen by thousands, if not millions, of customers and potential customers, not to mention colleagues, family, and friends.  A TV commercial shapes perception of your company, for better or worse, and on top of that, will be a failure if it doesn’t increase revenue.  So how do you make the best decision when choosing a production company for your TV commercial?  Here are some tips.

• Compare costs. Budgetary considerations are the prime objection most businesses must overcome to invest in a TV commercial.  But make sure you compare apples to apples when comparing price.  Consider the value you are getting for your advertising spend in addition to bottom-line figures. 
• Find a company that will produce a targeted message to a targeted audience with targeted ad placement. Television sets are in 99% of US households, but you don’t need to advertise to 99% of households to increase revenue and market share.  Avoid production companies that will use a shotgun approach that dilutes your message and wastes your money. 
• Consider quality as well as price. You should easily be able to view commercials made by the companies you are considering on their websites or YouTube channels.  If there aren’t any posted from your particular industry, ask to see them. 
• Ask about turnaround time. In the digital age, turnaround time should be short – within a week.  Shooting the commercial shouldn’t take more than a day of your time.
• Consider how the commercial fits in with the rest of your advertising and marketing mix. Tell prospective production companies about the other advertising you are doing – radio, print, and online campaigns.  When properly integrated, a TV commercial will boost the effectiveness of other marketing efforts. 
• Select a production company with a broad range of services and industry experience. Besides having the connections to negotiate inexpensive airtime, the company may be able to offer options you haven’t considered.  For example, you may be able to bundle advertising services for additional discounts.   
• Don’t make a decision by not making a decision. The recession has eliminated many companies who were operating on tiny margins or at a loss, and competition is more cutthroat than ever.  You simply can’t afford to ignore the power of TV advertising.