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Monday, March 30, 2009

Factors to Consider when Planning an Effective TV Commercial in (Lagos) Nigeria


Put People in Your Commercial

People relate to other people. Putting people into your commercial can help draw your target audience in as opposed to a 30 second shot of your building's interior, exterior and the parking lot. You don't want your commercial to look hokey so you do want to be careful about having people waving at the camera or standing there smiling. Have them doing something that relates to your business so your commercial doesn't look like a photo that's come to life.

Plan Out Your Video

Using a furniture store as an example, you may have ten different kinds of recliners, eight living room sets and six bedroom suits you want to feature. You're going to have to narrow those shots down because you simply can't get them all into a :30, :45 or even a one minute commercial without flashing so many different pieces of video on the screen that your potential customers will feel like they're in a lightning storm. Wide shots of your showroom are good to get a bunch of your furniture displayed at once and you can select a few items you want to be featured alone. It's crucial you not cram a bunch of video into the small amount of time you have for your commercial. Your video should tell the story about what you're advertising even if a customer has their volume turned down.

Writing the Script

Make sure your commercial's script times out to 30 seconds (or however long you have bought air time for). Use short sentences that grab your potential customer's attention. You've got a very limited time frame to capture your audience and you need to get your message across quickly. Don't get wrapped up in long sentences. Keep them short and punchy. Your audio should also tell the customer what you're advertising even if the customer is in another room and can't see the TV when your commercial airs.

Audio and Video Must Match

When writing your commercial, you must make sure your audio and video match. When you're talking about new car models arriving, you don't want to see video of the current year's make. When you're talking about your big showroom of furniture, you don't want to see the building from the street. You must merge your audio and video to create a powerful sales tool.

Never Forget Your Call to Action

Your call to action gets customers to buy or act now. Don't get to the end of your commercial and leave off your call to action. You want to tell customers to visit today and give your complete contact information, including Web site address, phone number and street address (giving a quick line about how to find you if possible). For example, "That's Simple Designs, located next to the old train depot downtown."

Stick to Time

You've bought a :30 commercial package. As tempting as it might be to squeak in an extra few seconds, you just can't do it. Your commercial must time out to the exact time you've paid for. Going over will only get your all-to-important call to action clipped because those last few seconds will be cut off when your commercial airs.

Hiring a Production Company

Of course, you want your commercial to be professional. You can hire a production company or many television stations have their own production companies in-house. They can handle all aspects of your commercial, including writing, shooting and editing your commercial. Shop around for prices. Some production companies are able to offer you a commercial package for as low as $100 that will include still pictures shot with a high quality video camera.

Scheduling Your Commercial

Placement of your commercial is very important. It determines who will see your commercial and how much you will pay for its air time. Having your commercial air at 3 a.m. will save you money but if you don't reach your audience it's not money well spent. The same holds true for the station you're airing your ad on as well. If you're advertising your maternity clothing store, you don't want schedule air time on ESPN with your local cable company.

Frequency

Television is less demanding on frequency than radio but it still deserves more than a one-shot deal. If you were advertising during the Super Bowl, that would be a completely different story. But on the local level, you need to identify the key times your ad should run and buy enough air time for your commercial to reach your audience at least twice. More times would be ideal.

Consistency

Use the same announcer, jingle, fonts, colors, etc. to keep your commercial consistent. This helps people start to get to know your company by all of these factors. The more you recognize the lady pitching the hair salon down the street, the more you know exactly what that company's name and address is before she even speaks in the commercial.
You can contact us for your TV Commercial. We help you plan from A to Z.

Friday, March 27, 2009

RE- Branding Nigeria (Don’t you think we have taken enough of this SH**T)


A group of Big Bros came together claiming they are re-branding Nigeria, but my question is what do these people really know about branding? Who made them an authority on this matter? How many brand consultants are in the committee? I feel they even miss it from the beginning, so there is no future in their re-branding process. The true definition of branding does not even include all the things they have started with.

Error #1: A Brand is not a logo (This people came up with a logo which I am sure must have cost us like a few million naira to make because the re-branding process budget is pegged at some few billions. The logo is not what defines us as a good country. America, Great Britain, Japan and other developed nations are not respected because of the Logo)

Error #2: A Brand is not a slogan (Nigeria: Good People, Great Nation)
We should have taken a queue from other developed nations of the world. The true definition of a brand is what other people’s perception is about the product or services. So you are not the one that defines your brand, people have to define it for you. Changing our logo and slogan does not change who we are as a nation. There are some fundamental issues that alter our brand image in the international community and if those issues are not dealt with, our case will be like a mad man dressed in beautiful apparel. As far as I am concern this is another way some people want to embezzle our money. Imagine what Donald Duke did in Calabar or what Governor Raji Fashola (SAN) is doing in Lagos state, if he continues this way, Lagos will emerge a very strong brand that foreigner will love to visit and invest in. True Re-branding start inwardly and it then reflect on the outside. What perception do people have about our country is the outside community, when we are re-branding and yet we’re still living in the dark, the roads are very bad, 70% of our people are still living below poverty line and the list is countless. The perception of the people in the international community calls for much more deeper attention than trying to create a new logo or a new slogan for us. I think our re-branding process should start with a campaign on how we can make our country a better place to live in. Let remind them that “ A HEALTHY NATION IS A BRANDED NATION”.

Please let me know your thought about this. You can also check my advertising blog on www.victorariyibi.blogspot.com or mail me at poisemedia@gmail.com.

Thursday, March 26, 2009

Magazine advertising (Lagos) Nigeria


Today, I will be writing on Magazine Advertising. Although this form of advertisement is not too common in Nigeria, because of the reading habit of Nigerians, when it concerns magazine; yet there are some magazine that has come to stay in Nigeria and companies do advertise in them. The advantage magazine has over the newspaper is that, most magazines are weekly, bi-weekly on monthly, so they tend to stays longer in peoples hands than newspaper. This advertising idea can be a very effective way of reaching a target market. The trick is to choose the magazines that best match the market you’re targeting. See you tomorrow.

Wednesday, March 25, 2009

Newspaper advertising (Lagos) Nigeria
















Yesterday we spoke about the ‘Yellow Pages’, today I will write on the ‘Newspaper Advertisement’. In Nigeria today, the Newspaper is one of the most reliable ways of advertising your product and services. The average reading mode for Nigeria’s paper is in ration ten to one newspaper. Nigerian looking for job never misses the Tuesday and Thursday Guardian’s newspaper, and most business men love to read the daily newspaper for update on news and stock market. Besides box ads and advertising inserts, local newspapers also often offer special advertising features showcasing particular businesses – all powerful small business advertising opportunities. Don’t overlook special interest newspapers as an advertising idea if they exist in your area. They may be delivered to exactly the audience you want to reach. For placing an advert in the Nigeria Newspaper, I can advice you on the best one to place your advert for maximum impact.

Friday, March 20, 2009

Ways you can use to promote your ‘Business Beyond Word of Mouth’


For those who are followers of my blog. I want to apologize for the inconsistent in my articles. It is due to some project that takes me out of town from time to time. I promise to be more consistent in my message to you on several ways you can promote your business especially in Nigeria.
I will be writing on 17 (seventeen) ways you can promote your business beyond Word f Mouth. Word of mouth is excellent small business advertising strategy, it is the oldest and still remains the best way to promote any business – but it’s slow, and may be practically non-existent for new businesses. If you want to grow your customer base more quickly, you have to advertise.
This collection of small business advertising ideas presents both the tried and true and advertising ideas you may not have tried yet – advertising ideas for your small business to effectively reach your target market and attract new customers.
Tried and True Small Business Advertising Ideas

The Yellow Pages.
As much as this might seem it’s not in existent in Nigeria, it actually is and it is very effective too. Small business can advertise their business in Nigeria on-line yellow pages and people that have Yellow Pages Company. There’s still a lot of people who use the yellow pages to find the businesses they’re looking for – and they won’t find you if your small business isn’t listed there. One time a friend of mine paid about N5,500.00 to buy a yellow booklet some time back, because he was looking to make new business contact. There are so many people like my friend that still depend on the yellow books for business contacts. Get the biggest yellow page ad you can afford; the more visibility the better. If you need to contact the services of some yellow pages in Nigeria, contact me for their address.

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For further inquiry

Please contact Victor Ariyibi at

+234 - 818 547 6473.
info(at)poisemedianigeria.com,
www.poisemedianigeria.com

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