Commercials will sell, when done right!

Drone Photography • July 28, 2018

You will agree with me that the question as to whether a commercial will sell or not disturbs many firms as well as marketing agencies. But what makes a commercial sell? The answer can vary from one professional to another based on their individual experiences. But we cannot refute the fact that any commercial done right will sell. The bone of contention lays in the definition of the word ‘right’ in this context. Based on the fact that our professional team as for several years produced hundreds of ads and videos it is in the right position to describe what characterizes a commercial done in the right way.

Characteristics of a Commercial Done in the Right Way

It has an emotional connection

What distinguishes between a commercial that goes viral and one which is rarely recognized is its connection with the target audience. Studies have revealed that consumers depend on their emotions as opposed to the information when making decisions on what to purchase. Among the key emotions used in commercials include sadness, happiness, angry, disgusted, afraid and surprised. Thus, a commercial should be in a position to initiate one of these emotions for it to influence more buyers to make positive decisions besides increasing the chances of the advert going viral thus reaching many people.

Conveys the message in a straightforward manner

No matter how interesting a commercial can be, if the target audience does not get the intended message it is just a waste of time. This emphasizes the need for keeping the message clear and straightforward. One of the most effective ways to achieve this to attach the message to a particular storyline that the target audience can easily associate with.

It should be memorable

There is no doubt that a commercial that is emotional and delivers its message in simple and precise manner is memorable. Psychology has it that the human brain has limited conscious space making it easy to forget things that rarely capture our attention. Also, study shows that commercials that are memorable are easily shared mostly through the word of mouth and subsequently they reach out to many people. Thus, making a memorable commercial increase the chances that it will be easily remembered and shared.

Most importantly, a commercial that elicits emotions and delivers the message in a straightforward manner is guaranteed to generate sales. A perfect example that fits in this category is the 2016 Audi R8 “Commander.” To date, this is my favorite commercial because of two things. First, the joy it evokes when I see the retired astronaut ‘celebrate’ his son handed him the key to the new Audi R8 v10 plus. Secondly, the message was clear, it is amazing to choose exploration and technology. To sum up, because of the two points, 2016 Audi R8 “Commander” has remained in my memory two years after it was first released. Besides that, I have shared it severally to people when also liked it. This shows the power of a commercial done in a right way.