What should you pay attention to when making a commercial?

Compared with other publicity methods, commercials have stronger impact and wider coverage. They can display the company's products more vividly, and their unique promotional method of combining auditions is more effective. It can attract the attention of contemporary consumers and allow people to accept it in an entertainment environment. Advertising films have taken over the entire market. Advertising films can be seen in the streets, on TV networks, and on buses. So what should you pay attention to when shooting a commercial?

First, the advertising film must be positioned accurately.

To explain, the positioning mentioned here is not given to the advertising film by the company from its subjective consciousness, but the product positioning formed after fully analyzing the market and exploring the market gaps or the core competitive advantages of its own products. . Accurate positioning can achieve the core advantage of market competition and firmly occupy the brand's dominant position in the market. The fundamental purpose of positioning is to effectively seize the mental resources of potential consumers, highlight your advantages, and differentiate yourself from competing products. For example: when hearing Head & Shoulders, the first reaction of users is to remove dandruff. This is a successful positioning. Of course, all Head & Shoulders commercials are shot based on this positioning. This not only highlights the product advantages of Head and Shoulders, but also directly distinguishes Head and Shoulders from other shampoos. At the same time, for those who are chasing after them, they should pay more attention to finding the right positioning. If they go head-to-head with mature competing products on the market, it will be like hitting a stone with an egg. It is necessary to find the weak links of competing products and use them to establish the core advantages of one's own products, and cooperate with advertising films to promote them extensively, so that they can effectively occupy the market share.

Second, the production of commercials must be strategically planned.

How much conversion a commercial can bring to a company and what kind of commercial value it can achieve depends on the company's overall marketing strategy. No media exists independently, and no marketing activity is a "temporary idea". Excellent strategic deployment can make marketing activities more effective with half the effort. The strategy mentioned here refers to the overall plan for company promotion, which is divided into several stages, the goals of each stage, the delivery strategy, etc. Moreover, a successful media strategy needs to complement accurate brand appeals. Without a holistic view, how can you create a successful commercial?

Third, the advertising video planning should highlight the product selling points.

According to consumers’ psychological appeals, usage scenarios, psychological feelings, consumption curves and other factors, it is necessary to extract product selling points that meet their pain points, trigger consumers’ screams, and enhance their desire to buy. The most important thing that commercials should do. In the past, we have seen many commercials that track a certain hot spot or use special effects excessively, which ultimately led to the film being completely self-advertising, leaving consumers completely confused after watching it. Such commercials are of no value at all.

Fourth, creativity adds points to commercials.

If you have noticed the above items, you should consider the creativity of the commercial. Short videos dominate, and everyone is exposed to an overwhelming number of commercials of all kinds every day. Without unique creativity, how can it attract attention. Excellent creativity can increase users' interest, from passive acceptance to active dissemination, thereby adding points to the advertising film.

Fifth, the quality of the advertising film must conform to the corporate image.

Many people think this is nonsense. In actual practice, the quality and height of the commercials often do not match the corporate image. Due to problems such as limited cognition and limited technology of the executive department or the commercial film production company, it often results in a situation where the finished film is very different from the expected value. At this point, companies should pay attention to: firstly, from a cognitive perspective, all participants should be at the same level; secondly, in terms of expenses, there must be enough budget to support the production of commercials; thirdly, in terms of selection of production companies, they must be We should consider their level and completed cases. The image that a company has worked hard to build may be instantly destroyed by a 50-cent special effects commercial, so the production of commercials must be cautious.