During the process of producing a TV ad for your business, you will inevitably get to a stage where the agency has produced a range of ideas and the onus is on you to pick the TV Ad that you want to get made.
This is often a daunting time for business owners because it’s hard to know exactly what you’re looking for. You might love everything that is presented or you might feel like nothing really resonated with you. In these situations, it’s important to have a plan of action as to what to do next.
With this in mind, we’ve decided to write this blog post. We’re going to give you some of our best advice when it comes to choosing the right TV ad for your business.
Choose The Idea That’s Different
Before you begin the choosing process, it is important to look at what your competitors are doing. This isn’t to make sure that you do something along the same lines, but to get a clear indication of what not to do.
Often we get clients that want something similar to another ad they saw on TV. However in 99% of cases, replicating what is already out there makes you look like a close second at best and a cheap rip-off at worst.
Keep this in mind when you’re choosing the right idea for your business. The one that will absolutely set you apart from the competition is always a good bet.
Make Sure It Feels Right
If you’re new to business, then you might still be trying to figure out your brand’s unique personality. In fact, even if you’ve been in business for 20 years, you might be in the same situation.
Whether you know your brand’s personality or not, you should opt for the ad that feels right to you. During the presentation process, you will encounter some ads that will just feel ‘wrong’ for your business. There is no real way to definitively quantify the ‘rightness’ of a particular ad, but you’ll know it when you see it.
Choose One That Fits Your Budget
Some advertising agencies have a tendency to be sneaky with their approach at times. They will ask you to outline your budget, then try and push you into a more expensive idea further down the track.
This is where it is important to be realistic about the ad that you want produced. If your agency presents an idea with amazing 3D graphics and swears that they can do it for next to nothing, then be wary. You might end up paying much more than you intended to, or risk spreading your investment too thin and creating a sub par ad.
It’s always better to do a simple ad really well than a complicated ad poorly. With the right director, writers and strategic guidance, a modest budget can actually get you pretty far.
Sleep On It, Then See Which One You Keep Coming Back To
Choosing the best idea takes time, so there’s no need to rush through the decision process. Obviously there are deadline and you can’t take forever, but take a bit of time to really sit and think about the ads.
If the right one is in there, you will keep going back to it in your mind. It will either be funny, interesting, clever or a combination. If it is engaging, then you won’t forget it.
Similarly, if none of them feel right, explain this to your advertising agency representatives. Have them explain to you which one is their favourite and why. Sometimes you can be too close to an idea to not be able to see it how your customers will, so professional feedback is always good.
Most importantly, you need to trust your instincts. Every aspect if business comes down to trusting your gut and what you feel is best. Choosing the right TV ad should be no different.
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