A commercial for you brand will attract new attention, new followers, and garner more interest across the board. That is, if your commercial is good. Don’t waste your time and money on a sub-par commercial endeavor. Instead, learn from the best brands out there and tailor your commercials to inform, entertain, and enhance the experience of potential customers. Here are some tips for different kinds of commercials.
Humor & Image
People remember the times they laugh and admire things, far more than hard facts. This is echoed by Forbes contributor, Steve Onlenski, who wrote, “humor was definitely the most-oft used word to describe what makes a commercial memorable,” in a recent Forbes.com article on the topic.
If you take a look back at the “Buy A Mac” campaign (2006-2009), and quite clearly, the rise of Apple products through advertisement. Not only were these commercials humorous with a young, hip, Justin Long (Mac) pitted against an older, nerdy counterpart (PC), to watch what kind of conversations a Mac and a PC might have if they were people, but it also gave a clear, defined image for customers regarding the two products. Macs are cool, and come with things you want, like iMovie, iTunes, and more, while PCs are clogged up with lots of extra data you simply won’t use.
While humor can win a customer over if they know your brand, if your products are less than well known, informational commercials will help disseminate your message. For instance, LifeLock commercials are heavy on information, but that is exactly what customers need when dealing with identity theft. First, their commercials outline the risks, then the aftermath, and preventive measures LifeLock can take upon a customer’s behalf. Think of informational commercials in these terms: what does the product do? Why does the customer need it? And, how will it make their life better?
Iconic mascots leave a deep impression in consumers. Ronald McDonald, the signature clown of McDonald’s fast food chain, has been around for decades and continues to advertise the restaurant chain with success. GEICO’s Caveman mascot was a major hit back in 2004, and though he went on a short hiatus for some years, he is back on the airways due to his success.
While the Caveman might not be a pertinent mascot, GEICO created a memorable symbol that was also humorous. Learn from this; create a mascot that points out the simplicity of your product, the functionality of your process, and the overall usefulness of your company.
In recent years, large corporations have begun advertising the fact that they, like consumers, are socially responsible. Products, like Toyota’s Prius, reflect the innovation and responsibility the company takes for the impact they have had on the planet. Let your customers know your business isn’t only concerned with profits, but also about the betterment of society and the world at large. Consumers want ethical businesses. While Disney and Miley Cyrus encouraged kids to raise awareness about recycling and cleaning up the planet, you don’t have to go that far. Instead, state in your commercials how your company uses renewable energy and recycled products. Remember, the social responsibility your company takes on in a commercial shouldn’t be a detriment to the essential information customers need to know about your products.