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If you have cable, you've
no doubt seen local advertising on
most of the channels. There are three ways a local business
could produce a commercial. One, they could do it themselves
(and we all know what that looks like); two, they could have the
local cable business do it for them (which can also look quite
amateurish); or they can have an outside individual do the
production. This is where you come in.
If your video skills are top-notch, you
can produce excellent
commercials for local businesses at agreeable prices. If you
have marketing skills, so much the better, but it's not an
absolute requirement. As long as you can clearly answer the "4
W" questions (who, what, where and why), your commercial will
be
good.
The only drawback to this business is that
you should use 3/4
inch broadcast format video, which is incompatible with a home
video camera. A camera for this type of videotape usually costs
around $3000, less if it's used. There is a way around this
expense, though.
Most cable stations have what is called
a "public access"
channel. This channel is designed so that individuals and
groups from the community can produce their own shows, to be
aired on the channel. Contact your local cable company and find
out if they have such a channel. You should be able to rent
time on their equipment. This is a real boon when it comes to
editing a tape, as they will have the equipment necessary to
make your tape look professional. They usually offer short
courses on using the equipment, too.
Market your services directly to the small
businesses in your
area. Good prospects are auto dealerships, restaurants,
retailers such as video, book, and computer dealers, and, in
election years, local political candidates (hope they get
elected - you can expect a return customer!). Your quality
production, coupled with a reasonable price, should entice
prospects to become customers.
Most commercials will be either thirty-seconds
or one minute,
and will be shot on location at the customer's facilities. If
they provide the copy for the commercial, you only have to
direct the commercial. Run through the script with whomever
will be reading it, to make sure that it will fit the time
without sounding rushed. You want to aim for a relaxed, natural
sound (unless, of course, you're working with your local crazy
car dealer, in which case they may want an auctioneer sound!).
Above all, make sure the script tells WHO the advertiser is,
WHAT they do, WHERE they are, and WHY people should give them
their business. This is what the customer needs to hear.
Also, make sure your customer is happy
with the result. After
shooting the video, edit it (you should be able to ask someone
at the cable company to help you), then review it with your
customer. As long as you've presented the advertiser in a good
light, you'll be in good shape.
The first few times you produce a commercial,
you may feel like
you're flying by the seat of your pants. Just relax, use good
common sense, and always remember that the job of the commercial
is to convince the skeptical customer to spend his or her hard
earned money with your client.
You should expect to spend a few hours
during the shoot, to get
enough takes for editing. Get four or five good takes. That
way, any bad parts that you find when reviewing your taping can
be replaced with a good take.
A thirty- to sixty-second commercial should
be able to be shot
and edited in one day. The first one or two may take a bit
longer, but that's okay. It's better to take your time when
learning the ropes, rather than rush through and end up with
substandard results. Because your overhead will be low (if
renting equipment, instead of purchasing), you should be able to
undercut your competition. In a decent size city, you can
expect to charge between $500 and $1,000. Longer commercials
are more negotiable, depending upon whether or not you will be
asked to write the script. The half-hour long "infomercials"
have become a bonanza for many advertisers, and they are a goal
you can work up to, as your skills grow.
Watch commercials and listen to them. Keep
mental notes about
how the advertiser is presented, what message the commercial
gives, and if you feel the commercial is successful.
Incorporate the best elements of the commercials you see into
your own shoots!
