4 Steps to Produce a Commercial for Your Brand

According to a study preformed by the Nielsen Company, a leading global marketing research firm, the average child watches 20,000 - 30 second commercials each year.  This means that by the time that child is 65 years old, they will have seen more than 2 million commercials in their lifetime.  As a business owner or marketing professional, it is important to know how to set your brand apart from all of the other content your customer is exposed to.  One of the best ways to do this is by producing targeted, strategic, memorable and branded video content and putting it on TV to your specific audience to see.

This is our streamlined 4-step process to produce and distribute YOUR brand to YOUR customers:


1.    Define Your Target Audience

The first and most important step in any marketing strategy is to define your target audience.  If you don’t know who you are selling to, it is almost impossible to successfully market your product or service.  For example, if the majority of people who use your brand or service are single women in their 30’s, that is who you should be speaking to.  You should learn their interests and define what speaks to them so that you can utilize this information to your advantage.


2.    Develop Your Message

Once you have defined your target audience, you can begin to develop a message that speaks to that audience.   When it comes to developing an idea for a commercial, you must think of a simple yet powerful story that will communicate what your brand will do for your customer.  For example, if you are marketing a nutrition shake for women in their 30’s, you most likely will want to develop your story around health and wellness.  At Spotburner, we have a creative team that will develop this story for you with your audience in mind.


3.    Produce Your “Spot” (Commercial)

The next step is to begin the production of your “spot” or commercial.  This is the most exciting part and also the part where you need the most support.  It is important to have both a team and plan in place so that you can capture footage for exactly how you want to present your brand.  The team you have is critical because this will affect the quality of your commercial.  By having an experienced team by your side, such as a producer, director of photography, sound engineer and lighting engineer, you can be assured that the quality of your spot will be up to standard for whatever distribution method you may choose.  The plan is equally as important because this step will save you time and money.  By having a detailed and strategic plan in place prior to shooting, you can be assured that you will capture all of the necessary shots in one day and avoid unnecessary production overtime costs.


4.    Distribution

The last step in developing a commercial for your brand is distribution.  One of the oldest and most popular methods is through cable and broadcast.  Cable is a great option for a local brand or company, because you can target who sees your commercial based on their demographic AND specific geographic area.  Broadcast is a great option for larger brands and international companies because the geographic reach of the spot is much larger as well as the viewership. To read about other distribution methods click here.


There are a number of companies that will produce OR distribute a commercial for your brand, however few are like Spotburner and are able to do both.  The benefit of using one agency for both production and distribution is that those agencies are able to define and speak to your audience based on a pre-determined distribution method.  Also, with an agency like Spotburner you can be assured that your video will meet the highest production standards so it is ready for distribution right away.  In conclusion, by using this streamlined process you can have a commercial developed, produced, and on air within 2 weeks, guaranteed.  

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