Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Entertainment Facility Video Include?

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

Maximum Video Length Average: 105 seconds (1:45)

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 45% 32% 22%
The Facility's Story Maybe 37% 39% 24%
Animated Logo Intro No 12% 37% 51%
Background Music No 21% 49% 30%
Tour of the Facility Yes 82% 13% 5%
People Using the Facility Yes 32% 43% 25%
Fun Special Effects No 24% 32% 44%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 86% 10% 4%

Industry Overview:

84% of customers said they would use the internet to find entertainment facilities. 16% of people said they would not watch a video before choosing an entertainment facility for a group of kids. On the flip side, 83% of consumers say they would watch a video if curious and unfamiliar.

Things that Improve Customer Interest:

  1. Good prices/group specials/packages 27%
  2. Appealing equipment/activities/variety, appears fun 19%
  3. Nice, smiling customers enjoying themselves (real, not too many close ups) 11%
  4. Clean, well-maintained, updated 10%
  5. Concise, clear explanation (not vague) 10%
  6. Facility tour (entirely, demos of each activity) 9%
  7. Safety precautions, well-lit, no pitfalls, patrols 9%
  8. Fits age group/all ages/things for adults 8%
  9. Accommodating, friendly staff 8%
  10. Testimonials, reviews (real, independent, verifiable) 5%
  11. Real footage, true representation, not an ad, 4%
  12. Good food 4%
  13. Not crowded, spacious 4%
  14. Family friendly 3%
  15. Quiet, laid back environment 3%
  16. Accessibility, special needs 2%
  17. All information provided 2%
  18. Parking is easy 2%
  19. Appealing decor (energetic feel, colors) 1%
  20. Easy to travel to, directions, public transportation 1%
  21. Walkthrough of process 1%
  22. Map to location 1%
  23. Message is not dumbed down 1%
  24. Allows you to bring your own food 1%
  25. Modern special effects 1%

Things that Scare Customers Away:

  1. Price too high (relative to fun) 18%
  2. Crowded, long lines 10%
  3. Messy/dirty/outdated 11%
  4. Unsafe 10%
  5. Exaggeration or pushy sales message, promoting instead of explaining 7%
  6. Too flashy, loud, chaotic, cheesy, corny 7%
  7. Unappealing activities, lack of activities 7%
  8. Lack of diversity, not all-inclusive 6%
  9. Lack of information 5%
  10. Failure to be concise, clear (too long) 5%
  11. Unappealing clientele (rude, shady, overly attractive) 5%
  12. Animated mascot, animated items or people, too many graphics 4%
  13. Lack of authentic, live footage of facility/use of stock footage, actors, animation 4%
  14. Does not fit desired age group, age limits 4%
  15. Lack of pricing/vague pricing 3%
  16. Unimpressive narrator (low energy, poorly dressed, annoying, loud) 3%
  17. Poor production quality, bad camera work, annoying music 3%
  18. Location (proximity or bad neighborhood) 2%
  19. Failure to show full facilities/best visuals 1%
  20. Lack of clarity in narrative 1%
  21. Appears to not be family oriented 1%
  22. Appears to be family oriented 1%
  23. Staff appears unprofessional 1%
  24. Alcohol served 1%
  25. Too many strict rules 1%
  26. Unappealing design (colors, lighting) 1%
  27. Any sign of disrespect towards users 1%
  28. Poor philosophy 1%
  29. Message is too dumbed down 1%
  30. Political message 1%
  31. Needing flash player 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 40 entertainment facility marketing video examples here: Entertainment Facility Video Examples.


  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: Entertainment Facility 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

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