Since I work on set in the entertainment industry I am constantly observing filmmakers working with ad agencies who are trying to be creative with the creation of their commercials. One thing that has always amazed me is the amount of money that is spent on elaborate camera set-ups that never see the light of day. Some companies spent twelve days shooting 15 different spots and only one or two of those ever get used on television. Isn’t there a better way to budget your ad dollars? What about advertisers who want to create good marketing but have no money for television production?
I was able to come across one marketer who had some sound advice. Chris Stoltz, who describes himself as a “Creative Arsonist” works at the agency known as Mindfire Communications (Stoltz, 2017). His special insight enables him to see beyond the mundane rhetoric and zero in on the one message that cuts to the core of his clients marketing (Stoltz, 2017). Some tips that Stoltz offers for advertising on a low budget:
- Begin with a strong strategy. If your messaging isn’t really saying something it’s not going to work.
- Don’t use hard sell or exaggeration. Be honest about what it is you’re trying to say.
- Make sure your commercial has a big idea or concept. Create something that drives your point home.
- Be creative with your writing. If your budget won’t allow for expensive soundstages and foreign locations, learn to create something simple in your script that reduces the complexity of the idea and the execution.
One example of being creative is on a marketing campaign he did for the Area Substance Abuse Council for those suffering from substance addiction (Stoltz, 2017). It uses stock video footage obtained from a stock commercial house and some simple narration to make its point come across (Stoltz, 2017).
Anyone can get creative with writing and a little imagination. You don’t necessarily need to spend an arm and a leg to make you point.
Stoltz, C. (2017). Making good TV commercials on a scrappy budget [Web log post]. Retrieved from mindfirecomm.com/…/making-good-tv-commercials-scrappy-budget