1) First understand your strategy. If you haven’t developed your air plan yet, simply meet with a Houston Digital Studios consultant. It won’t cost you anything, and your air plan is the most important part of the process. Agencies across the planet charge high fees for this part of the process because this planning is their primary function. Our consultants charge nothing for this phase, yet have many years of experience in broadcast advertisement strategies, as well as firsthand knowledge of all of the steps involved in bringing your marketing strategy from conception to completion and broadcast.

Many of the advertising agencies you would normally “pay” for know very little about the production and placement logistics involved in implementing their broadcast plans. Broadcast providers offer planning and production too, but prefer that you advertise with them. The broadcast provider’s planning consultants are biased about how successful any given strategy will be. Their primary interest is often that you purchase your advertising with them, and that you purchase a lot of it. Beware these biases; and understand that while longer running TV advertisements are valuable to many clients, there are many important considerations to make that a broadcast provider isn’t concerned with. We provide an unbiased and in-depth insight to the entire process. Our primary concern is that you see a return on your investment.

2) After your air plan is created, you’ll need to develop your ad. Our consultants will work with you to create a script that will successfully address your target market and stay within your plan’s budget. We not only examine the viewing and purchasing habits of your existing constituency, but we examine ways to measure the success of your strategies once they are implemented.

After the script is decided upon, the next step is production. We provide the location/environment, the talent, the cameras and supports, the audio equipment, the lighting instruments, the electricity, and all of the technicians and specialists. After shooting, we edit and master the production to the required media for delivery to the broadcaster. While we handle all of this, you are as involved in the process as is comfortable for you. We want your only surprise to be how successful your campaign becomes.

3) Now that your advertisement is being viewed by many thousands of viewers each time it airs, we examine the metrics we’ve installed into your plan. We want to make sure our initial strategies are still valid, and make any adjustments to the plan that we need to make. Most strategies take a few months to begin returning, so metrics not directly associated with financial return are often valuable for TV advertisers.

4) As the campaign sees success, the advertiser (you) may wish to develop a couple of new commercials to prevent stagnation or even viewer contempt. While viewers will often positively associate your name with your offering the first several months of broadcast, viewers will eventually become tired of seeing the same thing repeated. If the commercial is good (grabs and holds their attention), they will want to see a new and better one right away. If the commercial is not so good (old, or too conservative), the audience may not pay any attention to the ad at all.

Successful ads are those that grab attention (positive or even negative), because name recognition and product association come from a viewer remembering that they’ve heard your name before. They do not necessarily have to know why they have heard your name. Annoying furniture and used car ads have proven that negative attention isn’t always a bad thing. Conversely, if you can get an audience to laugh or smile, you’ve just made new friends. Keep your ad fresh and strong. Make sure it inspires an emotional or kinesthetic response, and you’ll certainly be noticed and remembered.