HOW TO MAKE MONEY PRODUCING CABLE TV ADVERTISING
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 videocamera. A camera for this
type of videoDVD 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 DVD,
as they will have the equipment necessary to make your DVD 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!
