It's Not Just Our Name...
Television & Radio Production
Broadcast production is an area that goes back to our roots. The principals of Strategic Marketing have extensive backgrounds in radio and television and have written and produced literally thousands of radio and TV spots over the years.
It all starts with the positioning statement, which inspires a creative concept, followed by a script, expertly written to include all copy points and convey the message. Then there is pre-production planning that entails reserving production time, lining up talent, props, stylists and equipment. We supervise the video shoot or audio recording, direct the edit and distribute the finished spots to radio and television stations. We cannot underscore the importance of the positioning statement to the creative development process. It is imperative that every single thing you do ties back to the positioning statement. It is what you are all about, and it is what distinguishes you from your competition. Companies that have no positioning statement to begin with or have one and lose sight of it along the way, end up missing the mark.
TV production time can be expensive, so we are very organized and proactive about conserving time. Planning the sequence of shots ahead, and shooting several commercials at once saves equipment set-up and break-down time, and we recommend shooting an ample amount of what is called B-roll, or stock footage, for future use.
The final step is the edit. This is when the various shots are strung together, and music, sound and visual effects and graphics are added. It can be a bit of a trick to get it all into a 15 or 30-second spot, but that’s what we do. The complexity of the message dictates how long of a commercial you need to produce. A message with a lot of explanation or numerous details may take up every bit of 60 seconds. On the other hand, a very simple, straightforward message might only need 15 seconds. Under certain circumstances, we can produce “bookends”—a 30-second spot that is split into two 15’s. One of the spots is aired at the beginning of a TV station’s commercial break, and the other is aired at the end of the break. The benefit to doing this is that the advertiser gets two shots at capturing viewer attention within a two-minute break for the price of a single 30-second spot.
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