One of the best things about the digital revolution is that video content is becoming more and more affordable to make. Improvements in technology mean that smaller businesses can afford to create videos that reflect what they offer. These videos don’t have to be limited to being online. There are affordable ways to create promotional videos for television, too. We have compiled a list of approaches you can employ to create a television ad on a budget.
Commercial production can cost a bomb, but you don’t need to spend an arm and a leg to achieve an effective ad. These approaches will discuss strategies you can use at different stages in the production process to lower your costs.
Plan, Plan, and Plan Some More
Research is important, especially if this is your first time advertising via television. There are numerous pitfalls people new to
the industry may not expect.
For example, any ad that airs must pass Clearcast and Adstream inspection. It is recommended to leave 2-3 working weeks for these processes. This is just one area to learn more about before embarking on your film production journey. Any delays in inspection can result in increased fees if you need to get approved in a rush.
Knowledge is the best way to avoid any unplanned fees.
Pre-Plan Your Audience
Before you even begin brainstorming your script, consider your market. Things to think about include geography, your target audience, timing, and seasonality. After all, you don’t want to advertise for Christmas sweaters in July. It is also more expensive to advertise during the holiday season, so that is something to keep in mind, as well.
Watch Market Conditions
If you are looking to advertise on a local channel and the local economy is slowing, you can negotiate some great deals. Keep an eye on market trends.
Negotiate with the Station
When you begin looking for stations to advertise with, even if you are new to the game, don’t be afraid to negotiate. There are several things you can ask about to help lower your costs:
Obviously, ask if they are flexible on their rates. If the sales representative says they aren’t able to go lower, ask whether they can add any bonus spots to your schedule. Don’t forget to inquire about any promotions or deals they may have going on, as well.
Consider multimedia. When negotiating for an ad spot with a television station, ask about their website. They may have online advertising slots that you can get if you purchase television advertising with them.
Go Straight to a Production Company
Skip hiring an agency, which is basically paid to find a production company for you. Production companies have just as much experience preparing video for television. Most also pitch on projects just like an agency.
Cutting out the middleman can improve your television advertising budget. It also increases efficiency, as there are less gatekeepers for information to pass through.
Keep the Story Simple
The more things you want in your video, the more it is going to cost. Exotic locations will cost you in filming permits and/or rental fees. In addition, if you are dressing a set extravagantly, you will need to pay for props and decorations. Wanting magnificent, eagle-eye footage will cost you in crew and equipment rental. Same for cast: the more talent, the more fees, and wardrobe is included in that.
With the right production company, you can make an excellent video with a simple story and a micro-crew.
Think About Alternatives
There are alternatives if you can’t afford a production company. Think about how you can rework your script. If you can’t afford expensive film equipment, can you rework your script to feature someone filming on a smartphone?
(In case you didn’t know, filmmakers have been using iPhone technology to make professional advertisements and short-films. Check it out here: https://youtu.be/KrN1ytnQ-Tg)
Reduce costs on hiring talent by using your own employees. This can save you money and improve your transparency.
Don’t Forget Stock Footage
Most production companies will have a backlog of stock footage, which is archived footage that can be used in multiple pieces. This can often be cheaper than going out and getting the content filmed on-demand. This can be particularly helpful if you would like footage of a faraway place to add production value.
Re-Purpose Your Content
Typically, TV stations will accept 10, 15, 30, and 60-second spots. Make one ‘master’ version of your ad, and edit down different versions. You then have four commercials in one! Oftentimes, your video can also be cut or altered to be suitable for social media.
Summary
Lots of things to think about, here. Plan ahead. Research your audience. Negotiate your ad spots with television stations. Skip the agency and go straight to a production company. Keep your story simple. Think about alternatives to your ideas. Utilize stock footage. Re-purpose your video!
A word of caution: at the end of the day, it is better to have no television advertisements than to have a poorly constructed one. This can harm your credibility and brand image. Remember, you want to lower costs, not production value.
These strategies are suggested to help you save money on your television ad. Adapt these suggestions to fit your needs and produce a great video on a budget.