Page 1

July - August 2012 leapmagazine.co.uk

The Buy Local Challenge by Kate Price Ten Tips on Dealing With The Media by Amy Woodyatt


LEAP magazine: contents

Articles compiled by Alina Sandu, a freelance graphic designer with an interest in promoting Norwich and the small-business community here alinasandu.co.uk

The cover artwork is Helen Breach’s Norwich, oil on canvas, a commision piece for McTears Williams and Woods. It shows the famous and not so well known landmarks and sites of Norwich, represented symbolically; the colours and shapes indicating not just places but attributes and affliations of industry and history.

Thank you to all contributors for making this magazine possible.

See more of Helen’s work at www.helenbreach.com or email her helen.breach@talk21.com.

Page 4 Page 8 Page 12 Page 18

The Buy Local Challenge The “Eco Cube” is Ready for Business Norfolk Libraries Can Help You Start a New Business Get More From Your Marketing

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It is, supposedly, summer. While the weather is ignoring that, Norfolk farmers are busy with all the lovely fruit and vegetables that are in season right now. We celebrate their hard work by taking the Buy Local Challenge - one week of using only local products. If you want to do it, turn to the next page for details. We stay in the area and look at how the diversity of people in Norfolk brings innovation to the business community here, and at how local organisations such as The Norfolk Libraries and the Broadland County Council can help start-ups. As for the practical skills you can gain in this issue, we cover social media, press releases, first impressions and YouTube everything you need for a successful marketing mix.

Page 20 Page 26 Page 30 Page 36 Page 40

How to be More Innovative Ten Tips on Dealing With The Media Why Social Media Fails to Deliver Make The Most of First Impressions The Number Of Video Views YouTube Gets in a Day


LEAP magazine: buy local norfolk

The Buy Lo In today’s financial climate, it’s becoming

only using local goods,

increasingly more important to bring

local services – no super

attention to the local producers, shops

chains or other big bran

and services that provide the backbone

keep a diary of their exp

of our local economies. If we don’t use

the aim being to help the

them, then we risk losing them to rising

learn more about what i

costs, falling profits and a marketplace

and encourage them to

flooded with cheap imports. That is why

“Can I get this locally?”

Buy Local Norfolk, the social enterprise

purchasing goods and s

aimed at promoting and supporting local

like the people of Norfo

businesses, has set up the Buy Local

understanding of what th

Challenge.

locally and help them un

The Buy Local Challenge is a five week

truly local product or bu

period spanning July 15th to August 23rd

preconceptions of local

where we are encouraging high profile

more expensive and har

people such as our MPs, celebrities and

We know that there is

well known business people as well as

Norfolk for buying local

members of the public to spend one week

opportunity to demonstra

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Kate Price Healthy Twist www.healthytwist.co.uk 07964 540473 @healthytwist

ocal Challenge local shops and

rmarkets, national

nds allowed. They

periences with

em, as consumers

is available locally, ask the question when they are

services. We’d

olk to have a wider

hey can buy

nderstand what a

usiness is, dispelling produce being

rder to find. a passion in

l and we want the

ate this to our MPs


LEAP magazine: buy local norfolk

so that they take that passion into their campaigning on our issues and to our local government officials for when they pass new legislation affecting our local economy. We want to demonstrate the desire for local produce to supermarkets and encourage them to stock more locally sourced produce and give a fair deal to the producers they deal with. Thanks to support from the EDP and other local media sources, a large social media following and some very prolific tweeters and facebookers among our members and supporters, we’re aiming to raise the public awareness of the importance of buying local as well as other businesses, which we plan to achieve by getting #buylocal and the #BLChallenge talked about and trending on Twitter and other social media sites. We want the idea of local

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Kate Price Healthy Twist www.healthytwist.co.uk 07964 540473 @healthytwist

purchasing to be at the forefront of people’s minds over the summer and beyond whether that’s in their morning paper or on their social media feeds to their smart phones. We will also be hosting an end of Challenge event on August 23rd, kindly hosted by the Forum in Norwich, where we will be inviting the participants, the public and local businesses to come together for an evening of celebrating the best things about buying local! It will be a wonderful opportunity to highlight and discuss some of the issues which get raised in people’s diaries such as how to identify a local business, what fantastic products the public discover that they had no idea where on their doorstep and to demonstrate the passion in Norfolk for local purchasing. We would love to encourage more businesses and individuals to be involved. Why not volunteer to take the Challenge yourself and send us your details so we can keep up with your diary online and add it to our online blogs. Use the #BLChallenge hashtag to identify your business to people taking the Challenge themselves so they can see you’re a local producer and that you are one they can use while they are buying local too. You can find us at twitter.com/buylocalnorfolk and facebook.com/BuyLocalNorfolk; for more information on taking the Challenge, promoting yourselves as part of it or coming to the event in August, please contact Kate on kate@healthytwist.co.uk for more information.


LEAP magazine: Broadland District Council

The “Eco Cube� is R

Broadland Council Training

and within budget by Tilia

Services (BCTS) are pleased

Properties Ltd, also based in

to announce that the new Eco

Rackheath. After receiving a

and Business Training Centre in

brief from BCTS in 2010, Tilia

Rackheath is open for business.

designed and built the new

The environmentally friendly building has been built on time

Centre to a very high standard utilising local companies and

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Broadland Council Training Services www.broadland.gov.uk/trainingcourses 0800 389 1113

Ready for Business

services wherever possible. With triple-glazed windows, substantial insulation, solar PV and solar Thermal panels, rainwater harvesting and an Air Source Heat Pump, the building achieves extremely high eco standards. With a remit to forge a link between the world of education and the world of work, the Centre boasts facilities for Business Training as well as Eco and Healthy Living Training. Two state of the art


LEAP magazine: Broadland District Council

business training rooms, the Jubilee Room and the Olympic Room, have been named in celebration of the year the building was completed and each room is fully equipped with the most up to date facilities fitted out by RPM Solutions Ltd of Horsham St Faiths. In addition, there is an eco-laboratory and an eco training kitchen fitted out by local company Broadland Catering Ltd. Schools and community groups will utilise the lab, kitchen and other training rooms to run projects on eco topics from biodiversity, to healthy living, and renewable energy systems to recycling. The Centre facilitates joint working between businesses and schools, and links with the National Teacher Scientist Network, the UEA, the Low Carbon Innovation Centre, The Building Research 10 | www.leapmagazine.co.uk | Back to contents


Broadland Council Training Services www.broadland.gov.uk/trainingcourses 0800 389 1113

Establishment and other specialist centres. Partnership work is already underway with CUE East at the UEA developing projects to support a range of activities from undergraduate placements to dissertation work and also with Countywide school outreach programmes. A wide selection of business and personal training courses are available to companies and residents including social media, health and safety, digital photography, IT, customer service and the free business start-up training programme. Many Broadland businesses have already registered an interest in setting up projects with high schools, including companies working with recycled plastics, food production and distribution, renewable technologies and offshore environmental impact assessments. If you know a company which has an eco, environmental or sustainable service or product, that might like to work with the Centre, we would like to hear from you. BCTS are currently offering a selection of free training to Broadland businesses employing more than one and less than fifty employees, to help businesses in the economic downturn. Whether you wish to learn for business or pleasure and would like further information on courses, please contact the BCTS Team on freephone 0800 389 1113 or visit www.broadland.gov.uk/trainingcourses


LEAP magazine: Norfolk libraries

Norfolk Libraries Can Help Start a New Business Did you know that the Norfolk

of books covering a range

and Norwich Millennium

of subjects. Those books

Library has a dedicated

that are especially relevant

Business Library?

to business start-ups are all

Located on the second floor,

located together on the first

the Millennium Business Library

set of shelves, and each book

has a wealth of resources

has a special ‘Business Start-

to support new and small

Up’ spine label. Here you can

businesses. The Business Library

find books that inspire you to

aims to serve everyone but is

be your own boss, or explain

particularly useful for those

how to go about setting up a

thinking about how to start a

new enterprise.

business, and those who are

Books in

in the process of setting up or

this section

expanding a small business.

cover every

As you would expect in a

aspect of

library, there is a large stock

setting up

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Norfolk and Norwich Millennium Business bit.ly/NFe9ZL 01603 774740

p You

a new business, including specific titles on business planning, understanding tax, and business law. Titles also cover a number of business models such as ‘How to set-up and run a


LEAP magazine: Norfolk libraries

successful bed and breakfast,’ ‘Bake to Make Money’ or a ‘Setting up an online consultancy business.’ The rest of the book stock covers a wide range of subjects including: marketing and e-marketing; social media for businesses; franchising; public relations, consumerism; organisational structures and behaviour; project management; leadership; business planning; business research; entrepreneurship; social enterprise; human resources; coaching; business development; auditing and accounting; business management; branding; market research; business ethics, and business law. And there are also a number of books relevant to those seeking employment or wishing to continue their personal or professional development, covering subjects such as creativity in business; selection tests or psychometric testing; interview technique; CV writing, and leadership and management skills. In addition to our book stock we have a range of resources available online. For quality assessed, free-to-access online information resources you can visit Norfolk Online Reference Library http://www.norfolk.gov.uk/onlinereferencelibrary and follow the links to “Business and Finance.” MINT (MarketIntelligence) is an online 14 | www.leapmagazine.co.uk | Back to contents


Norfolk and Norwich Millennium Business bit.ly/NFe9ZL 01603 774740

subscription that gives access to a wide range of high quality information including company listings, news, directors and industry research, and includes world-wide market research information. MINT is available at the Norfolk and Norwich Millennium Library only, and a member of staff will log you on to the site. COBRA (Complete Business Reference Adviser) gives quick access to information covering all aspects of starting and running a business. Users can search for their chosen business, and access business factsheets and business profiles signposting the user to further information, including relevant training or qualifications and


LEAP magazine: Norfolk libraries

legal obligations. COBRA is available at the Norfolk and Norwich Millennium Library, Great Yarmouth, Kings Lynn and Thetford libraries only. British Standards Online provides access to full text of all British Standards and is available at any Norfolk library. Grantnet is a comprehensive database of over 4,000 UK and EU funding sources for voluntary and community groups, social enterprises, and small to medium sized businesses whose activities take place in Norfolk. Grantnet can be accessed from any PC in any Norfolk Library. Apart from the Business Library in the Norfolk & Norwich Millennium Library, business enquiries may be directed to the Central Information Team, the enabling and referral service of Norfolk Library and Information Service. The Central Information Team also offer company listings tailored to customer requirements in Excel format by email for which there is a charge of ÂŁ25 + VAT for up to 2,000 hits per search. For more information on the company listings, or for other business enquiries, please contact the Central Information Team by emailing info.services.dcs@norfolk.gov.uk or tel: 01603 774775. The Norfolk and Norwich Millennium Business Library can be contacted on 01603 774740

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Norfolk and Norwich Millennium Business bit.ly/NFe9ZL 01603 774740

Hand creams, body lotions, bath bombs and lip balms all made with beeswax, honey and natural oils, all made from scratch and hand-crafted right here in Norfolk. Find The Happy Bee Company products in: Heartfelt Crafts, Dereham Truly Local, Stalham Follies, Norwich Fairhaven Garden Trust

Sandringham Flower Show - 25th July Worstead Festival - 28th to 29th July Norfolk Small Holders Show - 5th August

thehappybeecompany.co.uk


LEAP magazine: marketing

Business Own The Opportuni From Their Barclays and Nial Adams from The PUSH Marketing Academy are jointly hosting a business growth event at The Forum, Norwich, on the 19th July from 9:00 am to 11:30 am. The event is aimed at helping people get the most from marketing their businesses. Attendees will hear from business growth specialist, Nial Adams, from The PUSH Marketing Academy who will talk about effective ways SMEs can increase their marketing results. Nial Adams said: “It’s so frustrating to see many small businesses struggling with their marketing, especially in the current economic climate. There are some very simple things that every business can do to get better results. Lots of businesses are leaving profits on the

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19th July 9:00-11:30 The Forum Norwich www.pushtoplay.co.uk

ners Are Given ity to Get More r Marketing table – they just need to learn new methods and start using them.” Glen Webster, Area Business Manager at Barclays said: “We are keen to see as many businesses as possible at the event, which is a good opportunity to understand how marketing a business in the right way can help it to grow.” The event has already attracted forty bookings and with limited spaces available it is advisable that anyone interested should call the booking line number at 0843 289 6795 to secure a place. Further details can be found at www.PUSHtoPLAY.co.uk. Alternatively contact Charlotte Ball, Program Director: charlotte@pushmarketingacademy.co.uk.


LEAP magazine: diversity

How to be More Innovati Innovation and creativity thrive when people from

of East Anglia

different backgrounds work together; in Norfolk, in

Al-Dajani of t

the current economic climate, that’s a message few

Diversity and

businesses can afford to ignore. But where do you

Employment R

start? For quite a few local businesses, the starting

Francis of Ca

block was the recent Diversity and Business event hosted by Norwich Business School at the University

Keynote spe Ram pointed

population. “

with new imm

economic ass

diasporic con

Delegates sha

county has be

diverse. A q

statistics confi

par with the r

84% of the p

the remaining

But it’s a mi

wasn’t a dive

Historically, N 20 | www.leapmagazine.co.uk | Back to contents


Erika Watson Greenwell Consulting www.greenwellconsulting.co.uk

ive

a, co-organised by Haya

the university’s Centre for

d Equality in Careers and

Research (DECERe) and Anne

arnival Consulting.

eaker Professor Monder to Norfolk’s changing

“Diversity is being remade

migrants who’ve brought huge

sets into the county with their

nnections,” said Professor Ram.

ared their impressions that the

ecome much more ethnically

quick look at the government

firms that Norwich is now on a

rest of the country, with around

population ‘white British’ and

g 16% from elsewhere.

istake to think that Norfolk

erse county in the past.

Norwich’s economic strength


LEAP magazine: diversity

was built on diversity. In the mid-16th century the depressed local economy was revived by the skills and enterprise of Flemish, Dutch and Walloon refugees from the Low Countries, who quickly grew to one third of the population. Monder Ram has set up the Enterprise and Diversity Alliance to champion the benefits of business diversity. It’s a public-private sector alliance which is already working with the British Bankers Association on access to finance for diverse businesses. Policy leadership is important on a local level too. Ram believes that LEPs (Local Enterprise Partnerships) could enhance their role as drivers of local innovation and growth, if they took the benefits of diversity

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Erika Watson Greenwell Consulting www.greenwellconsulting.co.uk

more seriously. And we need to make more of the UEA’s position as a leading international university, attracting large numbers of highly-educated and connected students to Norwich. It’s not just about ethnicity. The business benefits of diversity can be found by engaging with any group and ideas outside the mainstream. The research is clear, says Ram, creativity and the ability to innovate and introduce new products are enhanced when people with different backgrounds and mindsets work together. There seem to be more business networking groups in Norfolk than ever before and delegates saw them as a real opportunity to get Norfolk’s disparate businesses working together. But as


LEAP magazine: diversity

one delegate put it “it won’t happen without a strategy.” It was suggested that networks could reach out to businesses from new migrant groups, with personal invitations and free trials. Other ideas included speed networking events and cross cultural mentoring. Monder Ram also described how groups moving into new areas can need some help to find their feet. Mutual support is part of that and it’s often why new migrant groups have their own trading networks and why women like to join women’s business networks. The boom in women’s business ownership is still pretty recent. And as those new business groups start to prosper, we’re all missing out if they don’t do business at every level. Groupthink is the opposite of diversity: most of us have experienced its draining effect at some stage in our careers! It’s when businesses or groups are mostly made up of people with very similar backgrounds and experience: limiting ideas, challenges and the depth and breadth of innovation. The event was headlined ‘Diversity is Everyone’s Business’ and that was one of the key conclusions from the roundtables: change needs to start at home. So look around. How diverse is your business, your work team, the committees and leadership groups you belong to? If you want to improve prosperity and growth, how are you going to make more of the diversity around you? 24 | www.leapmagazine.co.uk | Back to contents


Erika Watson Greenwell Consulting www.greenwellconsulting.co.uk

Eden’s

Finest food for all your catering needs

www.edensonline.co.uk eden@edensonline.co.uk 0790 451 6267


LEAP magazine: public relations

Ten Tips on Dealing With

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Amy Woodyatt Partnership Plus Public Relations Agency 01603 611031 www.partnership-plus.co.uk

h The Media Following on from her last

perception, if they don’t

article giving tips on writing a

know about it they cannot

press release, Amy Woodyatt,

write about it! It seems

PR specialist, now focuses on

obvious though I often have

giving some general advice on

people come up to me

dealing with the media.

and say their competitor is always in the paper and

1. Remember that journalists

not them. When I ask if they

are just ordinary people with

have spoken to the relevant

a job to do. Don’t be scared

journalist about their news,

of them!

or event, more often than

2. Every day/week/month

not they haven’t bothered to

they have pages or airtime

inform them.

to fill and cannot do it by

4. Send the right material to

themselves, they need your

the right journalist, i.e. don’t

help.

send a press release about

3. Journalists do not

your new business service to

have any extra sensory

the sports editor.


LEAP magazine: public relations

5. Get to know the appropriate journalists relevant to your company, build relationships, take the time to call and get to know them. Build up your own press contact list. 6. Understand the pressure journalists are under and their deadlines. 7. If a journalist approaches you for a comment, ask exactly what they want, what publication it is for, and a brief description of the article. Then tell them you will get back to them with an approved quote from the correct spokesperson, and give a time you hope to respond by. Don’t feel pressured to give a quote on the phone, though do aim to respond as quickly as possible as they might be on a deadline and you want to be asked again. If you can’t deal with the request, for whatever reason, best to inform them straight away. 8. As a rule of thumb, unless it’s urgent, don’t try to call journalists working on evening papers before lunch and those working on morning papers after lunch. 9. Always be straight with journalists; if you are not, they will find out and will not be interested in talking to you again. 10. Think of your key messages when dealing with the media – what points are you trying to get across?

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Amy Woodyatt Partnership Plus Public Relations Agency 01603 611031 www.partnership-plus.co.uk


LEAP magazine: social media

Why Social Media You’d have to have been living

setting up accounts in the hope

under a rock for the past two

that floods of new business

years to not know just how much

will miraculously arrive at their

buzz there is around Social

door, cash in hand, only to find

Media. Everywhere you turn

that results have been less than

businesses are talking about this

inspiring. Perhaps your business

new route to market and how

is one of these?

platforms like facebook, twitter

Everywhere you turn someone

and LinkedIn can help find new

is offering advice or training on

customers and generate sales.

Social Media; so who do you

Turn on the TV and count how

listen to and what advice do

many adverts now invite you

you follow? With two Facebook

to engage with large brands

Developers in our Digital Team

through their Facebook page.

we’re very fortunate; we get

However…

to know about updates and

There’s also a backlash; some

changes in strategy in advance

companies have dipped their

and let me tell you, there

toe in the Social Media waters

are some amazing changes

and given time and resources to

coming to Facebook in the

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Nial Adams Push to Play www.pushtoplay.co.uk 0843 289 4082 @nialadams

Fails to Deliver next few months. In fact, if you’re one of these people who loses the plot every time facebook moves something on your page, you’re probably going to want to take a very long holiday and preferably somewhere with no broadband connection! So if you’re finding that your current approach to Social Media isn’t earning its keep and if you’re still searching for a strategy with matching tactics that makes sense to you, then here are my THREE golden rules that will improve your results fast: 1.

Be Social – it amazes me just how many businesses

completely miss the fact that the clue is in the name – Social Media is about engagement… on both sides. Every day I get requests from businesses who want to be my ‘friend’ but for some reason they seem to forget that the best friends keep in touch and show a genuine interest in what I’m doing as well. Facebook, for example, is not just a distribution tool. Keep sending me invites and offers without engaging me and you


LEAP magazine: social media

can be sure that I’ll be deleting you from my own personal cyberspace forever. 2.

If you must try to sell to me through Social Media then give

me a compelling offer. If you’re selling products that’s much easier. Some of the best Facebook campaigns have been centred on gifts and deals that make it easy for us to say ‘yes’. If you’re selling a service, then consider how to create a product from this and present a direct offer or deal (if you want to know how to do this read my earlier blog) 3.

Apply solid sales

and marketing tactics; don’t be blasé about creating

Nial Adams is Co-Founde

works with a diverse rang

ups). Nial’s business also

PUSH Marketing Academ

good Sales and Marketing 32 | www.leapmagazine.co.uk | Back to contents


Nial Adams Push to Play www.pushtoplay.co.uk 0843 289 4082 @nialadams

engagement and harvesting data; some of the most successful Social Media campaigns use simple tactics to engage viewers and invite them to give data – like their email address – in return for some simple benefit. Social Media integrated with Email Marketing makes for a killer strategy. So use personalised pages that can capture data and incentivise your visitors to engage. As with most things in life there’s an easy way and there’s a hard way. There are no prizes in business for making it hard work – if you’re serious about tapping into the power of Social Media the very best place to start is look at other businesses (ideally in the same industry as your own) and seek out those who have used tactics to create engagement. Then go beyond this, look at a range of different business models and see how they have taken a fresh approach – to get you started I’m going to give you a pointer and suggest that you look at the fast-food industry, the pizza companies, as one example, have really identified how to get their friends excited and involved.

er of PUSH Marketing Partners and the PUSH Marketing Academy and

ge of clients (from large blue-chip organisations to micro and SME start-

o attracts a large number of these clients from the Social Media space.

my is a programme designed for new and growing businesses, focusing on

g practice and application: www.pushmarketingacademy.com


WHY DO SO MANY B

Find out details of the next event at: www.pushtoplay.co.uk or call: 0843 289 6

The PUSH Academy, Drayton Old Lodge


Give yourself every chance of being successful! Starting a new business can be both exciting and daunting. Drive, passion and motivation are all essential ingredients in giving your new enterprise the push it needs but more than this you need good business knowledge!

BUSINESSES FAIL?

6795

1 2 3

Lack of business knowledge, not product/service knowledge. Being the best at your chosen business subject doesn’t guarantee success. You probably already know a great deal about what it is you plan to do or sell. The question is; do you really understand how successful businesses work? Lack of focus, not passion. Passion will fuel your business but only if you have focus and a solid plan to follow. Every business needs a route map to success. You need a plan! Lack of support and guidance. We all struggle sometimes and if we knew everything, well we wouldn’t be here today. Listen to those who have already walked in your shoes and succeeded! PUSH to PLAY is a unique offer provided through The PUSH, a Norfolk-based team of acclaimed Marketing Partners and Business Growth Specialists.

Our aim is very simple; we want to give you the very best chance of succeeding in your New Enterprise. We know how businesses become successful and profitable and have been sharing this valuable knowledge with start-up business owners for the past ten years. PUSH to PLAY is part of The PUSH Marketing Academy. We help new and growing businesses to equip themselves with the knowledge they need and set down clear plans and actions to bring their business to life. Free Training Events! In collaboration with the Business Team for Barclays Bank in Norfolk, we are delighted to give you the opportunity to attend one of our next Open Events completely FREE. Complimentary tickets are available by quoting this code: BARC0712 Find out details of the next event at: www.pushtoplay.co.uk or call: 0843 289 6795


LEAP magazine: style

Your Most Effective Marketing Tool is Starin You in The Face – Literal When you first set up your business what was one of the first things you asked yourself? Was it “how can I get more business”? Did you spend a large amount of money and time on getting your logo designed, your business cards all swish and lovely, your website how you wanted it to look and even getting your company logo on your car. All of the above are vitally important to your marketing mix – but have you perhaps overlooked your biggest and easiest marketing tool? Yourself and your employees! Creating the right first impression in business is vital, yet I work with so many people who when discussing their business attire use the expression “oh it’s just for work” or “I would 36 | www.leapmagazine.co.uk | Back to contents


Claire Bunton Image Consultant www.clairebunton.co.uk info@clairebunton.co.uk

ng lly! never spend £X on clothes for work” . Some people say they shouldn’t be judged by how they look, and in the ideal world wouldn’t that be lovely? But the truth is that we live in a very fast world where instant decisions are made. We may not be given the opportunity to tell someone how great we are – so the only thing they can judge us on is the first impression we create. Only 7% of a first impression made is based on what we say. The remaining 93% is our appearance, body language and tone of voice. And that first impression is formed in just 30 seconds! We’ve all heard the adage “you never get a second chance to make a first impression” – well that isn’t strictly true, but it might as well


LEAP magazine: style

be. It can take a further 21 meetings to begin to change someone’s mind if you get it wrong the first time. If you want you or your client-facing employees to make a good impression, ask yourself these questions: “Am I looking the best I can?” “Am I dressing appropriately for the occasion or situation?”, “If I met this person would I give them my business? Do they look professional? Have they taken the time and effort to win my business?” We have to take responsibility for how we look – we can’t blame anyone but ourselves if we don’t like what we see or how others react towards us because of it. After all, it is we who choose our clothes and put them on every day. Though, as with most things, these skills can be learnt and are considered a very valuable part of business training. There is absolutely no myth to the expression that if you look good, you feel good. When you know what you are wearing really suits you and reflects your personality and what you do for

Claire Bunton - The Image Consulta consultations or workshops on Dres Claire is an independent Image Co International, offering advice on co personal shopping, talks, presentat Contact Claire with any image or 38 | www.leapmagazine.co.uk | Back to contents


Claire Bunton Image Consultant www.clairebunton.co.uk info@clairebunton.co.uk

a living, it gives you that extra air of confidence and you WILL do your job better. You can go outside your front door in the morning and give yourself a tick in the box. And then you don’t have to worry about it anymore that day. You’ve spent the time beforehand learning what looks good, so when you put it on in the morning it is an almost effortless decision. You will also be considered more successful in what you do and therefore potential customers will have more faith in you and be more likely to invest. When you are building your marketing plan – take time to consider Image Training for you and your employees, without it you could really be missing a trick. And the great thing is when you have these skills they will last a lifetime and can be used in every area of your life and even save you making expensive clothing mistakes in the future.

ant can offer you and your employees one to one or group ssing for Success. onsultant and a member of the Federation of Image Professionals olour, style, body shape, wardrobe personality, wardrobe overhauls, tions and workshops. style query. All consultations are tailor made to your requirements.


LEAP magazine: video

4,000,000,000 – Th Video Views YouT Yes, that’s right – YouTube

and Chile being some of the

does indeed get 4 billion video

new entrants in 2012. Some

views per day. In fact, when

countries are so afraid

this statistic was released in

of the power of video to change

January, in the previous 8

minds that they have banned

months views had increased by

it – you only have to look at

a whopping 25%.

Egypt to see how video can stir

In 2010 Mashable reported that YouTube had just surpassed 2 billion views. You see where this is going right?

a movement. What I find most staggering is when you compare this statistic to the world population, which currently stands at just under

It may also amaze you that

7 billion. That’s almost 60% of

YouTube is only available in 42

the world’s population in video

countries, United Arab Emirates

views every day!

40 | www.leapmagazine.co.uk | Back to contents


Oliver Lawer OPL Productions www.oplproductions.co.uk sales@oplproductions.co.uk 01603 603 958 @filmolly

he Number of Tube Gets in a Day

From its beginnings in early 2005, YouTube has grown to be the 2nd largest search engine and since Google bought the video giant in 2006 for $1.65 billion, they have been integrating YouTube with other Google services. Three things immediately spring to mind when looking at how


LEAP magazine: video

Google have intergrated

would dominate the top three

YouTube:

most visited sites on the net!

• the tab ‘videos’ on

One of my favourite statistics

Google’s search page

and one that explains why

has been replaced by

so many companies are

‘YouTube’,

disappointed when their

• there is a new search tab within Google Plus, • videos are now appearing

beautifully crafted video doesn’t perform as well as they were expecting, is that statically you

in search results before

are 6 times more likely to get hit

traditional websites.

by a bus than achieve 10,000

Yes, that means that Google

views on YouTube organically –

really does prefer video over

a success rate of 0.25%. There

traditional websites.

are several reasons for this and

It also might surprise you to learn that YouTube is the 3rd most visited site on the internet,

this topic really needs a post of its own. The future for YouTube seems

beaten only by Google.

only set to grow. Aside from

com and Facebook. Can you

ability of a well thought out

imagine if Google Plus becomes

YouTube campaign to drive

the presence the technology

traffic to your website and

giant wants it to be? Google

convert more visitors to paying

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Oliver Lawer OPL Productions www.oplproductions.co.uk sales@oplproductions.co.uk 01603 603 958 @filmolly

customers, the bigwigs at the top have something even more exciting up their sleeve. As part of Google’s drive for the most relevant search results for their uses, rumours have been circulating for a while now that they have bought the technology to understand the audio in your videos (much like Siri) and translate it to text. We knew a carefully keyworded YouTube video can boost your SEO, but this takes things to an entirely different level. Not only will your videos need to engage and be strategic (meaning several videos all tailored for different purposes), but the language that is used within them will be an even more crucial element to your campaign’s success. This is just one of the many exciting changes coming to YouTube. If you haven’t considered video for your brand or are wondering why the videos (professional or not) are not performing for you – it’s time to sit down and carefully consider your next move. Like it or not, video and animation are here to stay and the power of YouTube is growing at an exponential rate.


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