Set a budget. When you are designing your TV commercial you must first establish a budget. The two main costs will comprise of the cost of development and the cost to air your commercial. The production fee will be determined by how complex and long your commercial will be as well as how long it will take to edit it. If you are trying to keep your budget down, and you have the skills available to do so, then you might decide to produce the commercial yourself. When working with production companies you should remember the higher quality the work will be, the more you will pay for it.
Focus on your brand image. Think about what qualities and attributes of your company or product that you want to portray. To increase brand awareness in your commercial concentrate on associated imagery such as your logo, brand colors etc. Incorporate these brand features into a unique concept that the viewers will remember. Look at current commercials and decide what you like and what you dislike and what areas have not yet been touched on. By exploring areas that other adverts have not, you will make your advertisement unique and memorable.
Involve your customers. An important stage of designing a good commercial is to gain the opinions of your customers. Create a questionnaire or interview your customers to discover what they think are the strengths and weaknesses of your company or product. You might then decide to focus or portraying the strong points in your commercial. You may also decide to focus on creating an advert that shows how your company or product has improved upon its weaknesses. Involving your customers will create a sense of excitement and will make them feel valued.
Plan out your video. Not only will you have to work within a budget, but also you will also be working within a time frame. To make sure you fit all the information you need into your commercial you should create a timeline. Make a list of all the clips you want to use in your advertisement, then in a column next to them mark down how long each clip is going to last. Leave space for another column for the audio. If the total time exceeds the airtime you can afford you will have to decide which clips to cut out or trim down.
Write the script. Once you have planned out your video you can then create your script. Remember that the audio must match the video. If you are showing your viewer one thing but they are hearing about another then the commercial will seem awkward and disjointed. Add another column to the side of your video plan and write in the audio so that it corresponds to the right video clip. When you have finished, speak out your audio and time yourself to see if it can be read in the required time space. Once you have finished your script you should then be ready to produce your commercial.