If you run a service store, having a video along side your advertisements can attract new customers, but if done poorly it can also scare customers away. What things attract new members and what things cause them to shy away? We asked 105 people to share their opinion.

88% of the people we surveyed said they would use the internet to find a dry cleaning service if they needed to find one. (Note that 22% of people surveyed say they have never used a dry cleaner in their life.) 49% of all respondents said they would not watch a video before choosing a dry cleaner. After reviewing the data, I think the main reason this percentage is so high relative other industries is because many customers just trust the closest local option will deliver good service. It is not a large purchase. On the flip side, 51% of consumers say they would consider watching a video for a dry cleaner if in need. So let's dig in and see what the 51% want in a dry cleaning service video.


People want videos to be concise. Shorter lengths are a signal to the viewer that the video may do a good job of being concise. A portion of people are less likely to click on a dry cleaning service video that is too long for their preference. When we asked "What length of time should a retail store video be limited to?", here are the results:

  1. 30 seconds: 31%
  2. 1 minute: 19%
  3. 15 seconds 16%
  4. 2 minutes: 15%
  5. 90 seconds: 10%
  6. 3 minutes: 5%
  7. 5 minutes: 1%
  8. No limit: 2%


When asked "What things in a video would improve your interest in choosing that dry cleaner?", the first 1 to 3 things that came to their mind were:

  1. Good pricing (upfront, deals, coupon code, 5th shirt free, $2 to $3) 29
  2. Cleanliness 15
  3. Professional, friendly staff 11
  4. Good customer service, remembers my name 9
  5. Short, concise, to the point 6
  6. Signs of quality service, accurate 5
  7. Environmentally friendly 5
  8. Good reviews, rate of satisfaction, testimonials 5
  9. Honesty 4
  10. Convenient, easy to use 3
  11. Provides all needed info 3
  12. Attractive interior, bright, airy 3
  13. Real footage and narrative, authentic 2
  14. Fast turnaround, next day 2
  15. Added value propositions 2
  16. Professionalism 2
  17. Close in proximity 2
  18. Well presented video 2
  19. Good hours 2
  20. Before and after of tough jobs 1
  21. Seeing the storefront 1
  22. What sets them apart from others 1
  23. Experienced, years in business 1
  24. Locally owned and operated 1
  25. Part of a large chain 1
  26. Guarantee 1


When asked "What things in a video would cause you to shy away from choosing the dry cleaning service?", the first 1 to 3 things that came to their mind were:

  1. Not clean, cluttered, unorganized 20
  2. Gimmicky, slick, cheesy, silly, bad acting, skit, comedy, lack of real customers/staff, real business 13
  3. High prices 11
  4. Too long 7
  5. Lack of meaningful information 7
  6. Shabby building or surroundings, dark, creepy 7
  7. Bad neighborhood 5
  8. Exaggeration, semi-truths, sales tactics, false advertisement 5
  9. Failure to be concise, clear, too technical 5
  10. Inappropriate commentary, profanity, rudeness 5
  11. Poorly made/presented/shot video 4
  12. Annoying narrator (loud, pompous, speaking unnaturally, incoherent) 4
  13. Bad reviews 3
  14. Pushes lifestyle/political correctness instead of sticking to business, mentions politics 2
  15. Undedicated staff, poor attitude 2
  16. Poor grammar 2
  17. Signs of unprofessionalism 2
  18. Not environmentally friendly, or failure to mention 2
  19. Not accommodating (not offering pressing only) 1
  20. Turn around time 1
  21. Signs of low quality service 1
  22. Confining space 1
  23. If the video were mandatory before being able to read 1
  24. Noise 1


We asked consumers if a dry cleaner video should include these 8 features:

  • 86% want pricing (10% indifferent, 4% do not want)
  • 84% want the list of services offered (11% indifferent, 5% do not want)
  • 58% want views of the building and surrounding neighborhood (36% indifferent, 6% do not want)
  • 56% want testimonials from customers (34% indifferent, 10% do not want)
  • 46% want the owner/manager explaining in the background (38% indifferent, 16% do not want)
  • 34% want a backroom view of the operation (47% indifferent, 19% do not want)
  • 23% want background music (43% indifferent, 33% do not want)
  • 9% want actors performing a funny skit (29% indifferent; 62% do not want)
For more survey results, check back here: https://biveo.com/learning.


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