Alright! You’ve decided a TV commercial is the perfect promotional opportunity for your new product or service. But before yelling, “action!” think about the three considerations below.

REACH
Before you dive into a creative brief and messaging tactics, the first step is to consider who and where your target is. Thinking about the appropriate time slots and channels is one thing, but you also must consider the network. For example, the TV broadcasting companies that service Greater Dubuque and the Tristate area are based in Cedar Rapids, Iowa. Purchasing airtime through them means your spot will also play in Cedar Rapids. If your target is solely Dubuque-based, you’re paying twice as much for half the reach. If your target includes the Cedar Rapids area and your budget allows it, you’re well on your way to increasing exposure.

REACTION
TV commercials have the highest cost-per-impression, and it’s because they traditionally have the greatest impact. No other medium can communicate as much, as quickly, to as many people. When executed correctly, video allows consumers to see life through a new lens. It offers attractive possibilities that people can’t help wanting to be part of. So think about what you’re trying to communicate to your audience and what you’re trying to accomplish with your marketing. If you want them informed and inspired, a TV commercial is right for you.

REPURPOSING
Perhaps the greatest beauty of creating a commercial for TV is the fact that it can be repurposed for just about anything. Post it on your website to inform visitors. Send it in an eblast for widespread and targeted promotions. Show it at a conference or event to engage the audience and educate them on your goods and services. When done correctly, video is no one-trick pony and what started off as one promotional opportunity can be used across various mediums, giving you a surprising bang for your buck.

So, is a TV commercial right for you? Depending on your market and broadcasting options it may not be, but a promotional video of any other type likely is.

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