A successful Television Commercial (TVC) involves several key strategies that ensure the message is effectively communicated with the target audience. Creating TVC that effectively sells a product involves a blend of creativity, psychological insight, and strategic planning. Here are some key strategies for success:
- Know Your Audience
Demographics: Understand the age, gender, income, interests, and lifestyle of your target audience. This helps in tailoring the message to resonate with viewers.
Desires: Identify what problems your audience faces and how your product or service can solve them. Highlight the benefits.
A real estate developer, whose project is a co-working space & target audience are start-ups, entrepreneurs and new businesses, should highlight the affordability, and the facilities like Wi-Fi, air conditioning, personal cabin, etc. because the audience is very calculative when it comes to the rent versus amenities.
- Strong Opening
Attention-Grabbing Start: The first few seconds are crucial. Use a hook that captures attention immediately, such as an intriguing question, a bold statement, or a visually striking scene. For example, the TVC starting with the dialog “Hold on if you are facing hair fall problem!”
Brand Recognition: Introduce the brand first to ensure viewers remember who is advertising. Starting advertisement with presenting brand-name in first shot compels the viewers to remember brand-name.
- Clear and Compelling Message
Single Focus: Keep the message simple and focused on one key benefit or feature of the product to avoid confusion and ensure the audience remembers the main point. Bournvita presents itself as an energy drink and Tata Salt presents itself as Desh ka Namak.
Emotional Appeal: Use storytelling to create an emotional connection with the audience. Emotions drive consumer decisions more effectively than facts alone. The founders of Mamaearth are the couple whose new born was suffering from skin conditioning, so they used to order cosmetics from abroad, but they found them very expensive and started manufacturing organic cosmetics. This emotional background of the start-up helped the sale of Mamaearth products reach its peak.
- Memorable Visuals and Audio
Visual Impact: Use high-quality visuals that are memorable and relevant to the product. Consistent branding elements like logos and colour schemes help in brand recall. The chefs of the restaurant use red food colour to make it look yummy. Red colour drive a sense of taste in the taste buds, so many brands like Dominos, Burger King, KFC, etc. use red colour in their logos. A TVC can use this psychology to grab more attention.
Sound and Music: Effective use of music, sound effects, and voice-overs can enhance the message and make the commercial more engaging. We always remember the last song or radio jingle that we listen in car before reaching work place and in the process we remember the brand-name. This human psychology can help build the brand awareness and can be used in the commercial.
- Call to Action
Clear: Direct the viewers to act, whether it’s visiting a website, calling, or visiting a store. If the viewer wants to get converted to your client then they should how to proceed to buy the product.
Urgent: Create a sense of urgency with limited-time offers or exclusive deals to prompt immediate action. The Reliance Jio Welcome Offer was announced when the company was launched in 2016. The operator provided users with 4GB of free 4G data/day, 100 SMS/day, STD and local calls. The offer came into effect from September to December. Due to limited time offer the sales graph of Jio went drastically upwards in short duration.
- Testimonials and Reviews: Incorporate real customer testimonials or endorsements from trusted figures to build credibility. Dove soap showcased its customers’ testimonials through 7 days challenge campaign in which the ladies applied Dove soap for 7 days and it worked. This Dove advertisement worked quite well as it focused on testimonials that say Dove soap keeps the skin moisturized.
- Legal and Ethical
Laws require that advertisements must not be misleading, the claims must be truthful, mindful of cultural, religious, and ethnic sensitivities to avoid offending any group. The creative content (music, images, footage) should be either owned by the advertiser or licensed. Respect the trademark laws by avoiding unauthorized use of other brands’ trademarks.
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