Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

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

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 46% 38% 16%
Animated Logo Intro No 14% 45% 41%
Background Music No 23% 44% 33%
Services Offered Yes 84% 11% 5%
Testimonials Yes 56% 34% 10%
Back Room View of Operation Yes 34% 47% 19%
Building & Surroundings Yes 58% 36% 6%
A Funny Skit No 9% 29% 62%
Pricing/Deals Depends 86% 10% 4%

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.


  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

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