What Should Your Dry Cleaner 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: 68 seconds

Industry Overview:

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 with proximity seeming to be the number one criteria for them. 51% of consumers say they would consider watching a video for a dry cleaner if in need.

Things that Improve Customer Interest:

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

Things that Scare Customers Away:

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

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 30 service store marketing video examples here: Service Store 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: Service Store 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.