TVC (television commercials) has long been an important advertising tool, helping businesses reach millions of viewers in all aspects. The development of TVC not only helps brands increase awareness but also creates a strong impression and introduces products to a large number of potential customers.
In a changing economy and facing fierce competition from other forms of marketing, TVCs are facing challenges in terms of cost and effectiveness. Deciding whether a business should make a TVC is not simply an advertising decision, but an important part of the overall strategy of the business. Here are some important factors that businesses need to consider when evaluating the use of TVCs:
1. Based on the suitability with business goals
Businesses need to consider whether making a TVC reflects their business goals and brand strategy. First, clearly define the business goals of the business: Increase sales, increase brand awareness, expand the market, or create a special impression in the minds of customers, etc.
If TVC can help increase brand awareness, create a lasting impression and drive sales, then it could be a good choice.
2. Based on market situation and competitors
For market conditions, analyze the size and growth rate of the market. If the market is growing rapidly and there is a lot of room for expansion, TVC can be an effective tool to reach new customers.
Assess industry diversity and consumer trends: TVCs may be appropriate if the market is changing and there is a strong need to convey messages and images.
For example, in the technology industry, the smartphone market is growing rapidly and there is a great need for advertising to attract customers. Apple and Samsung often use TVCs to introduce new features and make a special impression on customers. In this case, smaller competitors can also consider making TVCs to reach new customers and compete with larger competitors.
Look at your competitors' performance by studying their advertising strategies, including whether they do TVCs, and if so, whether their TVCs deliver positive results.
Evaluate the success and virality of your competitors’ TVCs across different media channels. If your competitors’ TVCs have made a strong impression and captured the attention of customers, it may be a sign that TVCs could be an effective advertising medium in your industry.
3. Based on the nature of products and services
If your product is complex or requires detailed explanation, the answer to whether or not to make a TVC may not be appropriate.
Example: Complex project management software for IT businesses.
In case the product is project management software, it is a complex product that requires users to understand its features and applications. A short TVC is not enough to explain the product in detail and make customers understand how the software works. Instead, an online video tutorial is more suitable to provide detailed information and instructions on how to use the product.
Or for experiential tourism services, TVC can be an effective tool to convey the emotions and unique experiences that customers will have when using the service. TVC can focus on showing interesting activities and beautiful tourist destinations to attract customers' attention.
In short, whether or not to make a TVC is still an important strategic decision for businesses. To make the right decision, businesses need to carefully analyze the economic context, TVC trends, and the business situation in their field. In this way, they can determine whether the TVC reflects the brand strategy and brings the expected business results.
