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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
Step | Action | Details |
|---|---|---|
1 | Perform Brand Audit | SWOT analysis, brand positioning, USPs, value propositions |
2 | Conduct Market Research | Market trends, competitor analysis, consumer behaviors/preferences |
3 | Define Commercial Goals | Awareness, consideration, conversion, image enhancement, etc. |
4 | Identify Target Audience | Demographics, psychographics, behavioral insights |
5 | Set Commercial Budget | Allocation for production, talent, post-production, distribution |
Phase 2: Creative Ideation and Commercial Type
Step | Action | Details |
|---|---|---|
6 | Brainstorm Ideas | Diverse team, multiple concepts, refine best ideas |
7 | Choose Commercial Type | Align type with brand goals, audience, and budget |
Phase 3: Concept Development and Refinement
Step | Action | Details |
|---|---|---|
8 | Formulate Concept | Core message, CTA, visual style, tone, and format |
9 | Write and Revise Script | Story outline, CTA, opening/closing, iterative feedback |
10 | Design Visual Elements | Color palette, art style, overall aesthetic |
11 | Iterate and Refine | Collective review of concept, script, visuals, client/team feedback |
Phase 4: Validation and Testing
Step | Action | Details |
|---|---|---|
12 | Prototype Review | Create storyboard/animatic, align with brand objectives |
13 | Conduct User Testing | Small representative audience, detailed feedback |
14 | Refine Based on Feedback | Analyze and implement user feedback |
Phase 5: Integration, Final Approval, and Production
Step | Action | Details |
|---|---|---|
15 | Integrate with Overall Campaign | Ensure alignment and complementarity with other marketing efforts |
16 | Obtain Final Approval | Stakeholder presentation, incorporate final adjustments |
17 | 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.
