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As mom and pops and national companies alike try to keep a watchful eye on their business expenses, the time to find the perfect, yet affordable custom radio and TV commercial can be challenging at best. With so many would be “producers” and “musicians” out there claiming to be the latest and greatest, while operating out of a bedroom or basement, how do you get that commercial that sizzles both on TV and radio and yet not make you take out a second mortgage to finance the thing?
With the onset of the computer, the ease of creating a website and the affordability of some pretty amazing music and video software out there, it seems that so many loop based or for a better lack of terms, mediocre “companies” have sprung up all claiming of course to give you a fabulous track to your radio or TV spot – Only to find out that the talent is razor thin, with a crumby sounding jingle at best. Luckily, most are either not getting enough work or they have to heavily discount their work so much to get anyone interested that those who embark upon their services might as well have thrown their money away – You do get what you pay for most of the time. And if all you're after is cheap, then go with one of those types of companies – But cheap usually equals cheap increases in your sales and revenues.
For those who research a little, you will quickly find out that there are a host of music companies out there in a wide range of services and of course with a greatly varying degree of musicianship and quality. So what do you look for in a company to write and produce your next radio or TV commercial?
Your first step when analyzing a music company is to know how long have they been in business, and then how broad are their writing styles. When you listen to a company's music online or more commonly referred to as their reel, look for differentiating styles. Do not go with a company that has all dance style jingles – It's probably all they can do. So many individuals that we were just talking about employ what we call loops and that is that the keyboard or the computer reads or generates the drum, guitar or bass loops. Most of these productions start to sound stagnant after awhile with no real creativity. If you want your company to shine and your commercial to break free from the rest of the crowd, then you better have a music company who can really write, really produce, really guide singers to the end production goals. The dance guy simply won't be able to do that – It's that simple. You want a great spot then go with really creative people who can truly write.
Listen for every word. So many jingle reels that can be heard online have words that are not understandable. You do want every word of your commercial to be understood don't you? You bet you do – don't go with a jingle house where you can not absolutely understand every word.
Listen for the really creative ideas. So many companies use tired musical lines and phrases and you are no more unique and able to get your jingle sung and remembered by the public then a jingle by the low budget folks we were just talking about. Don't go with a company because they offer an idea “freebie”. Go with a company because you hear and understand every word on their reel, don't abuse loops or rely totally on them, and show a creative ability that far exceeds the other “companies” out there.
1. Know exactly what you want to accomplish before production begins. While you might not have every detail in place and know exactly how the commercial is going to take shape, you should take time and jot down all of your sales goals and expectations.
2. Don't' get caught up in the latest and greatest. While there is a host of video production and cool music effect software out there, make sure that your commercial is substance over style. This will always pay off in the end.
3. Don't use custom music just to have your company name or slogan sung. It is tempting for cost conscience business owners to go with the more “affordable” music guy who is operating out of a bedroom or a basement with little to no experience, but it does not pay off. Cheap music, that sounds cheap, and you need to know that while most people aren't musicians or have a musician's ear, know good music when they hear it. Chances are, that you won't increase your sales and achieve your goals with “basement” productions – almost guaranteed.
4. Employ the best possible voice over talent. Your voice over talent can make or break your commercial. And good voice over talent doesn't have to break the bank. A good production company will steer you in the right direction and audition a number of folks so you can decide before production begins.
5. Be careful with humor. Humor when done right is quite effective and you will notice that a lot of the big boys on TV and radio use it. The problem lies in that good humor is not that easy to write and less readily pulled off on camera and especially radio with a limited budget.
6. Stay away from the same old tired production and industrial music. Many sales reps from radio and cable will try and sell you on keeping your costs low by employing their staff voice over guy and production department. You will find out very quickly that your commercial will not have any zip and will look and sound just like everyone else out there, and you will not get the sales numbers that you were hoping for.
7. Big dollar commercial productions do not always equal the same in sales volume and expectations. Like in any business, the degree to varying bids on any given project can vary greatly for any number of reasons. For the average small mom and pop business a 30 second regional spot, with good voice over talent and singers should cost somewhere between $1,500 - $2,000. That's a realistic figure and one that should get you to your sales goals and credibility factor in the marketplace and should far exceed your initial costs.
8. When you approach a music production company, having a good idea of what you want to get produced will save everyone time. Do a little research and figure out which websites have an intro that you like or a particular commercial that you've heard on TV or radio. This will get everyone on board with your initial idea and then let the creative team do their thing and a reputable company will undoubtedly make you say “wow” and get you excited about your commercial spot.
9. Don't be afraid to venture off the path a little if your creative team has a good idea. Sometimes it's those little things that set your company image and ultimately the increased sales into motion.
10. Small campaigns can yield big sales and profits when done right. While you don't want to get taken, you also don't want to employ the “cheap” guy with your marketing image, credibility and ultimately increase in sales. Get it done right and you can see great results!