The 6-Step Process

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Step 1: Narration
Bus-charters-tours

Narration

Step 1. The content of your business video can be greatly improved when it is based on marketing research. Biveo has conduced marketing research surveys for each industry. Your industry's survey results link can be found under the industry headline below. Also below is a list of interview questions and script template. Modify as needed. Scripts are more concise. Interviews are more natural and require less preparation.

Interview Approach

What to Do: Choose the questions that best suit your small business.

How it Works: The videographer asks the narrator the questions as if in an interview. The spoken questions, as well as "um"s and pauses are edited out later.

Charter Bus Companies

Charters, Tours, Shuttle Services, Single Passenger Ticket Services

Small Business Video Survey Results: 49% of customers want owner narration in the video; 34% are indifferent; 17% do not want narration avergaged across all industries.
Small Business Video Length Limit Average: 89.9 seconds (1:30)
Charter bus industry results coming soon.

Interview Questions

  • How would you describe your service in one sentence (maybe include when it was established, how it has grown, or what area you serve)?
  • Oakley Charters & Tours has been providing local and long distance charters since 2005, and has grown into a 5-bus operations. [Or] As an owner-operator, Oakley Charters has lower overhead and can offer lower rates, as well as maintain tighter control over the quality of service you receive.
  • What types of trips or tours do you offer or specialize in servicing? What is your niche? How are you different? (low cost versus high end service)?
  • We have lower cost 47 passenger buses for utility-like trips such as airport transfers. Why pay for a high end luxury coach when you are just looking move your group as a necessity?
  • What year was you business established, and how has it grown?
  • Oakley Charters was established in 2004 with one MCI bus after having worked as a driver for Greyhound for 8 years. As of 2016, we have 3 buses that specialize in low cost group ground transportation.
  • What features and amenities do your coaches have?
  • Our coaches are equipped with a restroom, PA system, satellite radio, satellite TV, DVD player, Wifi, AC Outlets, extra legroom galley and luggage rack.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • Our philosophy to providing a great service is to stay focused on keeping things simplified, low-cost, and reliable.
  • What features do you have in place to help ensure a smooth trip?
  • We have 24/7 dispatch, a full time mechanic that maintains engine reliability, GPS to ensure the quickest route, and are part of a national network in case of breakdowns.
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • We are focused on making sure there is clear communication of you needs and expectations. We focus on being on time, and always being available for your call or email.
  • How does the service process work for new customers?
  • You’ll want to try and book at least 3 weeks in advance to insure availability. Payment in full at the time of order is required. Cancellations are allowed with a 15% cancellation fee.
  • In what ways do you get involved in the industry?
  • We are members of the National Association of Motorcoach Operators.
  • Do you have any advice for groups needing to charter a bus?
  • One thing I would recommend before hiring any charter bus company is to look up their USDOT number on the FMCSA’s website and check their safety rating, inspection record and see if they own as many buses as they claim as many companies will broker your trip out to someone else. Make sure the company you hire agrees in an email to not subcontract your trip out.
  • Give customers your name and invite customers to do business with you.
  • My name is Bill James, and I hope you’ll leave the driving to us on your next group trip or airport transfer.

Optional Questions

  • What is the most interesting thing you’ve learned while providing your service that helps you better service your customers?
  • What kind of relevant experience or education do you have in your field?
  • How do you receive most of your customers?
  • What is one of your proudest achievements of your business?
  • Talk about your staff.
  • What do you love about your job?
  • What do you try to achieve for your customers?


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

Things the Videographer Says to the Narrator Before the Shoot

Getting your business owner comfortable in front of the camera is one of the most important aspects of your video. Studies show that how you say it is more important than what you say. You want your subject to come across as relaxed, happy, confident, approachable, enthusiastic and eloquent. Move the camera back. Try to make the process fun for them. Shots of the subject smiling and laughing will be among your best shots. Show interest in what they are doing. Stay positive with yout feedback. Have them do an over the top take to help boost their enthusiasm if needed. Reference 10 Techniques for Getting Your Subject Comfortable in Front of the Camera.

  1. Speaking on camera is easy. If you have experience speaking face to face at work, it will a breeze to look good on camera. And for any reason you don’t like the way you look, we can just use the audio.
  2. There is no reason to be nervous. Most of what we are shooting will only be used for the audio as shots of your business will be shown while you speak in the background.
  3. This should only take about 20 minutes, but there's no hurry. We can redo it until we get you looking your best.
  4. Look at the camera person, not the camera lens. Imagine you’re having a conversation. Or if your marketing calls for a script that is geared toward speaking directly to your customer, and warrants looking directly into the camera, look past the lens. Visualize your audience.
  5. Answer interview questions off the top of your head. (If you are reciting a prewritten answer, or using the modified script approach, try to recite the lines to sound as if you are answering the questions off the top of your head.)
  6. Your first take is often your best take because it is the most natural. So if you make a mistake, or "um" or pause, just keep going as these can be edited out.
  7. While answering, if you think of a side point, talk about it even though it wasn't asked. It is good to go off on a tangent.
  8. Include the question in the answer. For example, if asked, "How long have you been in business?", instead of answering "6 years”, answer "Smith Roofing has been in business for 6 years."

After the interview is complete, watch parts of it back, and show the client how they are coming across. This will help them do it again with more confidence and enthusiasm.

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Modified Script Approach

For tighter control, and more thorough analysis of your business's strengths while still sounding conversational, use this modified script approach.

What to do: Use the following script as a starting point to develop a custom Insert your company's information and philosophy into the following script template. Keep what works, remove what doesn't. There is about 2 minutes of script below, most videos only need to be about 1:15.

How it works: The narrator recites the script one sentence at a time as if speaking to an interviewer, repeating each sentence until it sounds natural.

Script Template

Small Business Video Survey Results: 49% of customers want owner narration in the video; 34% are indifferent; 17% do not want narration in the video.
Small Business Video Length Limit Average: 89.9 seconds (1:30)


30-Second Script - Low Price

Jones Charters is a reliable, low-cost, Baton Rouge bus company that can accommodate groups of 28 to 190 originating anywhere in the South Central US. Great service is our top-most priority. We arrive 1 hour early, and buses are always spotless before a trip. Drivers are well-trained, commercially licensed, and stay on schedule thanks to dispatch and GPS. On-site and on-call mechanics keep you moving. Let us do the worrying. Just sit back and enjoy the trip! Call or email us for a quote today!


30-Second Script - High End

Jones Charters is a Baton Rouge-based bus company that provides passengers with the service of travel via luxury coach. Originating anywhere in the South Central US, buses feature air-ride suspension, large legroom, TVs and more. Providing you with a great experience is our priority. We arrive 1 hour early, and buses are always spotless before a trip. Let us roll out the red carpet for you so you can focus on having fun and enjoying the trip! Call or email us for a quote today!


1 to 2-Minute Script

[Attention Grabber]
[Maybe open with an attention grabber, slogan, or catch phrase - if you have one.] "Motorcoach travel is more than 6 time safer than driving a car, and is equivalent to 330 miles per gallon per passenger." Or "Why drive when you can sit back in style?".

[Features]
Jones Charters began providing group charter service from Baton Rouge, New Orleans, and Lafayette and surrounding areas in 2004. We feature a $400,000, 2010, 54 passenger MCI motorcoach equipped with [Satellite TV, Radio, PA, wifi, restroom, AC Outlets, and Galley]. We perform about 50 trips per year, have a good safety record, and are in good standing with the USDOT.

We employ 3 drivers that are also tested and regulated by the USDOT. Each driver is uniformed and trained to provide courteous service as well and is equipped with GPS and 24/7 dispatch to ensure the most expedient route. We are part of a national rescue network in case of a breakdown.

[Your Niche]
We perform a fair amount of school trips, airport transfers, cruise drop offs, and event shuttling and are focused on providing reliable service at an affordable cost.

[Ways You Go the Extra Mile (if you provide high end service)]

  • We roll out the red carpet for passengers when you board
  • We provide free drinks on the trip
  • We are licensed to show movies during your trip
[Experience] Before starting Jones Charters, I worked as a driver for public transportation for 8 years over which time I also learned and performed mechanical work. [A key philosophy] The key to success in this business is providing excellent customer service. By maintaining a small operation, I have tighter control over the service level customers receive.

[Talk About the Service Process] Most groups book several months in advance, but we can typically, 3 weeks is the minimum advance notice you’ll want to book with. Payment is made in full prior to travel, and is refundable with a 10% cancellation fee.

[Share Some Expert Advice] You can typically save 25% when you book directly with a local bus-owning company as opposed to a national broker. You can verify ownership by running a search on the FMCSA’s site.

May name is [First Lastname], I am the owner of Jones Charters, and I hope you book your next group travel with us!

Top 6 Script Content Tips

  1. Focus on the honest facts. Instead of saying "We are the best", try to give specifics such as, "We were recognized for providing great customer service by...", or "We performed serviced over 400 customers in 2015", or "Our staff is trained and certified by...".
  2. Good customer service is the most important thing to most customers. Demonstrate your level of customer service in your video. (Responsive, Accommodating, Knowledgeable, Flexible)
  3. Focus on the facts that show how you are different from other services. What is your niche?
  4. Demonstrate Candor. Do not try to portray your company any differently than how it truly is, and don't hide what your company truly offers. Use negatives to your advantage. For example, older equipment has the advantage of showing lower overhead and lower cost to the customer. What you think may be a negative can actually be a positive. Just be honest.
  5. Understand your niche and target your market accordingly. A portion of customers shop for the lowest price, a portion shop for the highest quality service. Charge fairly for the level of service you offer. Do not try to charge large corporation rates if you are a small local business. Do not drop your price to bargain hunters. Accept that you cannot win every customer that contacts you.
  6. If you are set on presenting your business by telling a story, be careful not to be self-congratulatory. Instead, focus on how your story benefits the customer.


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

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Step 1: Narration
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