List
Simplified Step-by-Step Guide to Creating Commercials
Creating a compelling commercial combines art and science. This simplified Standard Operating Procedure guides brands clearly through each step, making commercial production manageable and ensuring everyone is on the same page.
Phase 1: Brand Audit, Market Research, and Objectives
Action | Details |
|---|---|
Perform Brand Audit | SWOT analysis, brand positioning, USPs, value propositions |
Conduct Market Research | Market trends, competitor analysis, consumer behaviors/preferences |
Define Commercial Goals | Awareness, consideration, conversion, image enhancement, etc. |
Identify Target Audience | Demographics, psychographics, behavioral insights |
Set Commercial Budget | Allocation for production, talent, post-production, distribution |
Phase 2: Creative Ideation and Commercial Type
Action | Details |
|---|---|
Brainstorm Ideas | Diverse team, multiple concepts, refine best ideas |
Choose Commercial Type | Align type with brand goals, audience, and budget |
Phase 3: Concept Development and Refinement
Action | Details |
|---|---|
Formulate Concept | Core message, CTA, visual style, tone, and format |
Write and Revise Script | Story outline, CTA, opening/closing, iterative feedback |
Design Visual Elements | Color palette, art style, overall aesthetic |
Iterate and Refine | Collective review of concept, script, visuals, client/team feedback |
Phase 4: Validation and Testing
Action | Details |
|---|---|
Prototype Review | Create storyboard/animatic, align with brand objectives |
Conduct User Testing | Small representative audience, detailed feedback |
Refine Based on Feedback | Analyze and implement user feedback |
Phase 5: Integration, Final Approval, and Production
Action | Details |
|---|---|
Integrate with Overall Campaign | Ensure alignment and complementarity with other marketing efforts |
Obtain Final Approval | Stakeholder presentation, incorporate final adjustments |
Production | Monitor production adherence, review, approve final commercial |
By following these structured phases and clearly outlined steps, brands can confidently navigate the commercial creation process, delivering impactful and effective marketing content.
