Congratulations! You’ve just taken the first step towards TV advertising. You see, unlike what most advertisers believe, a good campaign on TV doesn’t begin and end with a lot of money in the bank, or a huge marketing budget – it begins when you start asking the right questions.
Like us, you too have grown up watching tons of ads on TV – some that you absolutely adored, and some that prompted you to change the channel or worse, switch off the TV. The ads that you loved, inadvertently translated into purchase triggers, and that’s exactly how the brand-marketing-selling ecosystem works. Most of us remember the ‘Kya aapke toothpaste me namak hai?‘ series of ads, developed in synergy with the idea that salt is the last thing you usually look for, when buying oral hygiene products. And yet, the advertisements reached cult status by staying true to the first rule of good advertising:
Take your audiences by surprise.
Just like the plot of any bestselling novel or a blockbuster movie, your TV ad needs to be engaging from the first second. In a world validated by YouTube views and Facebook shares, you need to remember this aspect of advertising even before you take your idea to the sketch-board – you’re not just creating an ad to sell a product. You’re always trying to sell the ad itself. People will inherently consider buying the product at retail/online avenues once they start resonating with your brand’s message. In other words, your audiences need to understand and love your brand’s philosophy before they line up to buy your product.
Chief among every other advertorial ground-rules, is to adhere to the following key tenets:
a) If you’re using live actors, ensure that they resonate the voice of your brand.
b) Whenever you’re writing creative copy, ensure that 100% of your audience can understand what you’re saying.
c) Ensure that you’re never hard-selling. Always tell a story instead.
d) If you’re positioning your ad to solve a problem, the problem needs to be universal. (The best case study for this, pointed out by Amagi’s Marketing Director Rashmi Kochar – is Flipkart’s erstwhile series of ads on problems faced during online shopping, such as requesting returns, the ability to pay cash on delivery, insurance against fake products, etc. These weren’t just issues limited to Flipkart – they applied to every online shopping portal, and by owning up to the existence of such problems and offering a solution, Flipkart won over the hearts of its customers.)
This is particularly difficult for first-time advertisers, because they’ve usually had zero exposure towards the creative process that goes behind creating good advertisements. There’s no agency to add credibility to your idea, no team of media planners waiting to provide insights on how the ad might trigger sales or ‘kill’ the brand, no gatekeepers to suggest a cast, crew, or a production unit. Most of all, budget constraints in hiring an expensive crew often act as deterrents in creating an ad-script.
Let’s take a look at Swiggy – arguably India’s fastest growing food-delivery network. When approached with the challenge of differentiating between engaging content and ads, they created a series of short motion-graphic advertisements, that talk about every aspect of their outstanding service standards, with no live video assistance. On the other hand, to position their brand, they partnered up with web content creators for a series called ‘Honest Bars & Restaurants’. The reasoning, although hazy at first analysis, is pretty clear.
First – there is no capital-heavy investment on a motion graphic advertisement. The only thing you need to do is to identify the problem that your product solves, the message that you want to relay, and then position it appropriately with animated text and relevant graphics. You don’t have to pay an actor to appear in the ad, or a crew to shoot the ad. But more importantly, you are secured against the possibility of human error, when it comes to echoing your brand’s message. The motion graphic video-ad is a great utility for modern times, what with advertisement rates declining steeply via portals such as amagimix.com, where you can choose the markets that are important to you, define a budget that is comfortable for your business, and then commission a motion graphic video for as low as Rs 20,000.
What’s more? There is 50% off if you are a first time Amagi customer (apply code: FCT50K on http://www.amagimix.com)
That’s not too much to ask for a dazzling ad, right?
Get started at AmagiMIX.com today!