"Finding a good production company is critical, if not vital to achieving your desired goals. It's likely you don't have the time, resources or experience needed to produce a professional commercial, so you'll need a production company to handle all the audio and video editing needed to prepare and master your commercial for airing. Selecting a reputable firm to produce your commercial will help you get what you want, but buyer beware! It's often not easy to find a good production team to deliver your message.

 

When searching for a good production company, look for one that's well established, successful and has experience creating commercials. You can start your hunt online by running a search on a search engine using keywords such as "video production" in your local area. You might also try looking through your local Yellow Pages directory to find a firm that's close by.

One word of warning: There are a lot of freelancers working out in the field who really can't develop your commercial professionally, either because they lack the high-end equipment needed to develop your product (such as expensive audio/video equipment) or the skills and experience needed to produce a quality product.

 

When determining which production company is right for you, have a list of questions prepared--a long list!--and specifically ask to see work that was already produced for TV. This will help you get an idea of what you can expect from the company when they produce the commercial for you. You can also ask for a "demo reel" that shows snippets of multiple commercials the company's created so you can get an idea of the level of quality the firm produces on multiple projects.

 

When meeting with the production company, you'll find yourself better prepared by having an idea of what you want to see, or a "vision" of what the commercial should get across to your target audience. The firm that's producing your commercial should be able to translate your vision into reality.

 

Do your homework and don't be afraid to ask questions. Always request a contract that bullet points the scope of the project and the start and delivery dates as well as milestones during the actual production. Request a project deadline date so you know when to expect your final product so you can review it before it airs. And be sure to get all your costs up front and in writing. Clarify exactly what you're being charged for and why, and avoid paying for anything that seems unnecessary.

 

It's OK to allow the production team to offer creative input, but make sure they don't lose sight of your original concept and vision. Nobody knows your business better than you, so it's up to you to guide the process so the final version of the commercial sends out the message you intended to deliver. Be sure to meet the team that will be producing your commercial. Most good production companies will assign you a project manager to act as a liaison between your company and the production team assigned to you. But you should meet and interview the producer. You'll also want to meet and interview the person handling the voiceover audio (the dialog that runs throughout the commercial while it's being aired). Make sure you listen to the voice talent provided to you, and if you don't like it, make sure you voice your concerns and opinions immediately.

 

Success Tip: Be on the lookout for companies that try to overcharge you for services they don't actually provide. Some firms simply act as a liaison between you and the local cable company or network and don't even produce the actual commercial you're paying them for. For instance, some of these third-party agencies will charge you a premium rate and then outsource the production work, acting as more of a middleman. This is obviously not the most cost-effective option for you."