Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What equipment and skills will I need?

What Should Your Moving Company Video Include?

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

Maximum Video Length Average: 82 seconds

Video Element	Recommended?	Want	Indifferent	Do Not Want
Owner Narration	Yes	62%	24%	14%
Animated Logo Intro	No	14%	45%	41%
Background Music	No	14%	49%	37%
Employees at Work	Yes	71%	22%	7%
Truck & Equipment	Yes	78%	16%	6%
Testimonials	Yes	55%	31%	13%
Office Headquarters	Yes	34%	45%	21%
A Funny Skit	No	6%	31%	63%
Pricing/Deals	Depends	79%	15%	6%

Industry Overview:

10% of customers said they would not use the internet to choose a mover. 43% of people said they would not watch a video before choosing a mover. On the flip side, 57% of consumers say they would watch a video if curious and have a need.

Things that Improve Customer Interest:

Well-maintained/new truck/equipment 15%
Signs the service is professional/gentle/detailed. Showing real methods/precautions used 13%
Testimonials/reviews/references (authentic) 13%
Professional employees (appearance/attire/attitude/that care) 12%
Price guarantee/low price/straightforward, honest price 10%
On-time guarantee/Fast delivery time/On-time percentage/Reliable 9%
Professional narrative clearly delivered (by owner) 6%
Concise/complete info (what to expect and who to call if there are problems) 6%
Guarantee of service quality (repair, replace, how "what if" scenarios are handled) 7%
Authentic, transparent/honest, not like a TV commercial full of false promises 5%
Insurance (item breakage or employee injury) 5%
Modern main office/facilities 4%
Professional or well-run operation overall 4%
Signs of great customer service/Responsive/Accommodating/Care 3%
Years of experience/Years employed 3%
Can somehow show good reputation 1%
Showing multiple real moves at many locations and situations 1%
How many successful moves completed (without complaints or broken items) 1%
Shows estimated work speed 1%
High quality video production 1%
Family operated 1%
Careful employee hiring practices/background checks 1%
Safety guidelines in place 1%
Community involvement 1%
Availability/not over-booked 1%
Community involvement 1%
Good rating with BBB 1%

Things that Scare Customers Away:

Signs of low skill level, carefulness or unprofessionalism 19%
Poor employee attire/appearance 16%
Old/dirty truck/equipment 15%
Lack of authentic footage (staged scene, use of actors, fake smiles moving heavy items) 8%
Overpriced 8%
Aggressive sales pitch or exaggerated claims or unrealistic guarantees 6%
Low production quality of video 5%
Messy main office 5%
Not convincing that staff is courteous 4%
Lack of authentic positive reviews/testimonials/staged testimonials 4%
Video tries to entertain (cheesy) rather than being direct 4%
Not convincing that they will be on time/reliable/quick/available 3%
Hiding price info 2%
Lack of information about the company and employees 2%
Poor communication skills from narrator 2%
Fails to be concise (rambles, providing irrelevant information) 2%
Not showing main office 1%
Not convincing that they are accommodating and flexible 1%
Not convinced they are detail-oriented 1%
No guarantees 1%
Service niche doesn’t match specific needs 1%
Too many young employees 1%
Annoying theme song 1%
Annoying voice actor 1%
Owner looking overly rich/Plush office 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 10 moving company marketing video examples here: Moving Company Video Examples.