Produce It Yourself:
Before You Begin



Small Business Marketing Video Production for:

What Consumers Want in an Auto Repair Service Video

Before you begin writing a script or planning your shots, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 72 seconds

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 64% 29% 7%
Animated Logo Intro No 14% 45% 41%
Background Music No 23% 45% 32%
Mechanics Working Yes 57% 33% 10%
Back Work Area Yes 56% 36% 7%
Waiting Area Yes 50% 40% 10%
Building & Surroundings Yes 51% 38% 11%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 74% 23% 5%

Industry Overview:


There is a general fear among consumers that they might not receive honest service from an auto mechanic. Only 56% of all consumers would use the internet to find an auto repair shop. 54% of all consumers say they would watch a video before choosing an auto service if available and in need of the service. 64% of consumers want to hear from the owner. That is second only to real estate angents.


Things that Improve Customer Interest:


  1. Shop is clean and organized 25%
  2. Good pricing 16%
  3. Appear knowledgeable/high quality (good work ethic, years in business) 15%
  4. Mechanics/staff appear professional, uniformed, prideful 14%
  5. Appear honest, trustworthy, straightforward 12%
  6. Welcoming, friendly, smiling customers and employees, comfortable waiting room 7%
  7. Reviews, testimonials (real, credible) 7%
  8. Shop appears busy with customers 6%
  9. Owner comes across well, family-oriented, intelligent 4%
  10. Professional atmosphere 4%
  11. Good location/Nice neighborhood 4%
  12. Concise/Clear/Video gets to the point/quick 4%
  13. Providing full tour and information not hiding aspects of the business 4%
  14. Efficiently-operating 3%
  15. Authentic footage of business and real people not actors 3%
  16. Certifications 3%
  17. Great customer service 3%
  18. Wait times/Time to repair info provided 3%
  19. Guarantee/Warrantee 3%
  20. Nice Building 3%
  21. Safe environment 2%
  22. Extra services/Variety of services (oil changes) 2%
  23. Owner is local (and available, been around a while) 2%
  24. Employee pay scales mentioned 1%
  25. Good reputation 1%
  26. Positive customer comments under video 1%
  27. They have no video 1%
  28. They have a video 1%
  29. Shows repair process to justify honest pricing 1%
  30. List of actual repair work completed 1%

Things that Scare Customers Away:


  1. Unclean or disorganized 30%
  2. Too pushy, over-selling, exaggeration, lack of candor, gimmicks, lack of honesty 18%
  3. Employees appear unprofessional, sloppy, standing around, smoking 17%
  4. Shabby building 13%
  5. Bad neighborhood 10%
  6. Overpriced 8%
  7. Owner/Manager narrator looks messy or unprofessional 6%
  8. Lacking authentic footage (cheesy, staged, overproduced, generic) 6%
  9. Lack of experience/knowledge 5%
  10. Poor video production quality 5%
  11. Lack of pricing 3%
  12. Presence of video itself 3%
  13. Unsafe work environment 2%
  14. No references/No BBB/No reviews 2%
  15. Poor customer service 2%
  16. Arrogance 2%
  17. Lack of information 2%
  18. Lack of shots of the business 1%
  19. Lack of good work ethic 1%
  20. Long wait times 1%
  21. Cold impersonal environment 1%
  22. Loud music in facility 1%
  23. No personal approach 1%
  24. Lack of presence of owner 1%
  25. Long closeups of the narrator 1%
  26. Too much information at once 1%
  27. Lack of customers 1%
  28. Video length too long 1%
  29. Video is boring (lacks entertainment and background music) 1%
  30. Facility is too big 1%
  31. Signs the employees are underpaid 1%


General Advice


32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 50 auto repair service marketing video examples here: Auto Repair Service Marketing Video Examples.


Approaches:


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.


Begin Your Production


Step 1: Narration: Auto Repair Service Video Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video


Copyright 2018. Permission to repost with crediting link to Biveo.com.

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