Category Archives: Business

The three types of business video and how to decide what will work best for you

As technology evolves, so do our marketing methods; and right now we’re in the golden age of video.  90% of global consumers now watch videos online and according to Forrester Research, having a video on your site increases your chance of getting a page one listing on Google by 53 times.

However, a good quality promotional video is still a large investment for most companies – so it’s tempting to try to make do with a single ‘one size fits all’ promotional video. But according to Richard Edwards of Quatreus, this approach will actually inhibit your return on investment – not increase it!

There are three keys types of business video, each fulfills a very different role and therefore needs a very different approach. By determining which of these videos your business needs you can be sure to create a video, or series of videos, that will give you a good return on investment.

1)    Online promotional videos

Promotional videos are generally used on your own website, as a YouTube advert, on social media and sometimes within online trade magazines.

So what makes online promotional videos different from other video formats?

Length – Because online promotional videos are disruptive to viewers’ browsing experience they should generally be quite short, around thirty seconds or less. They need to capture the attention of your audience immediately and convey your message quickly and concisely.

Sound – People watching your online video are likely to have their speakers attached and the volume turned up. This provides an opportunity to add music and a voiceover, which can convey far more information than text alone.

Key focus – Since the viewers of online videos are going to be mainly end-users, your key focus should be on them and how they will benefit from your product. As such your messaging should be benefits led and personal..

In the Apple video  we see lots of shots of people actually using the products while the voiceover tells us the benefits and USPs of the brand. By activating the imagination of your target audience, you can create a desire to buy

2)    Video for presentations

Video can help to transform a boring slideshow into an interesting, engaging and professional presentation.

So what are the unique elements of a presentation video?

Length – As these videos are designed to give more in-depth inforatmtion that are often between three and ten minutes. However, it is still important to keep it concise and avoid waffle, otherwise it will become boring and viewers will switch off.

Sound – This will depend on whether you are using the video to accompany a live presenter or the video is supplementing the presenter.

Key focus – The focus of this type of video is to explain your product or service so as well as detailing the key benefits, you might also want to include technical specification, markup potential, sales so far, design and production process, quality assurance, customer service and history of success. Again, it’s crucial to remember that these always need to be brought back to how the viewer will benefit.

Overall, presentation videos should demonstrate the connection between your business and the end-customer. This connection will help convince investors and other business professionals of the opportunity your company offers them.

3)    Exhibition and trade show promotional videos

 At exhibitions a video can providing a rolling demonstration of the key features and benefits of your product. Exhibition videos also have their own particular requirements:

1)    Length – Your visitors will not stand around for a long period of time staring up at your video screen. As such you will want to keep your videos concise and around one minute in duration.

2)    Sound – At most exhibitions there will be a lot of background noise, so make sure your video does it job without the need for sound.

3)    Key focus – The video needs to convey detailed information of your product features and benefits, as well as giving a good impression of your brand – all through text and graphics.

The video must also be aligned with both your exhibition stand design and your product marketing. This is more important than in other promotional video formats since the video will be using mostly graphics and text to convey information.

So before you go rushing into a large-scale production of just one video, ask yourself: can I really use this video in all necessary settings? Perhaps with some tweaks you can shoot one longer video and then edit it for each required format, or perhaps you could use the same locations, actors and production crew for each video, reducing overall cost.

Whatever approach you decide, a well-planned and executed promotional video will help set you apart from your competition.

About the author

Richard Edwards webRichard Edwards is a Director of Quatreus LtdQuatreus specialises in creating face to face experiences that strengthen relationships and improve communication – for both internal and external audiences. Activities include customer facing events and activities, exhibitions, trade-shows, road-shows and interactive experience centres, as well as conferences, AGMs, and staff and stakeholder engagement programmes. For more information see:

Eyecare news: Optometrist Creates Another First for Kingston-upon-Thames

Judy Dench and Stephen King are both affected by Macular Degeneration. Now John Rose of John Rose Eye Care Centre, Kingston Upon Thames, has taken another step forward in preventing sight loss from the condition in the local area with the acquisition of a MAIA visual fields machine. This machine can help detect eye disease at an early stage and ensure that you get treatment if you need.

Macular Degeneration is a leading cause of sight loss in the UK. If left untreated it can lead to central sight loss. The good news is that, if picked up early, some types of Macular Degeneration can be treated and your sight can be saved, but early detection is critical. See for more information on the current national RNIB campaign to help people detect signs of macular degeneration.

MAIA is simple to use, patients can be tested in less than 3 minutes per eye. John Rose explains, “By comparing macular indexes in patients with and without retinal pathologies, MAIA is very effective at measuring functional changes due to disease and to treatment. It can also help monitor the course of retinal diseases and the efficacy of treatment.”

John Rose adds: “We are also involved in referrals to London Eye for the exciting new laser developed by John Marshall for early treatment of dry AMD, which means that  Kingston residents can get access to both ground breaking assessment and treatment.”

The John Rose Eye Care Centre has invested heavily in pioneering technology and is only one of four Eye Care Centres on UK High Streets to have such advanced technology.

To book an eye examination and make the most of the equipment which is unique to John Rose Eye Care Centre call 0208 546 9292 or visit


For further press information, please contact:

Antonia Chitty on 07900 580 668, 01424 810 272,   or email at



Notes to editors:

About John Rose:

John studied at Aston University from 1981 to 1984. He graduated in 1984 with Honours Degree in Optometry and Visual Sciences. After graduating he spent his pre-registration year split between private practice and the contact lens department of Moorfields Eye Hospital gaining a wide range of experience in all aspects of optometry. After successfully completing his professional exams he was first registered as an optometrist in 1986.  He set up the John Rose Eye Care Centre in 1997.  During his time at Aston University he developed an interest in dyslexia and a special interest in glaucoma. Hence, his practice has specialised in these areas of interest.



Eyewear News: First for Hastings Optician

Rhodri Luff Wilson Wilson Hancock wearing Bambooka Sunglasses smHastings Opticians First in England to Support South African Bamboo Project

Hastings residents will be the first in England to have access to a revolutionary design of sunglasses that supports people from South Africa.

Bambooka sunglasses are made by real people, not machines or robots, from fast growing bamboo. Bamboo is natural, light and strong – an ideal combination – and the project has been created by a non-profit company with a mission to help people in Africa set up sustainable businesses. The sunglasses are currently only available at Wilson, Wilson and Hancock Opticians.

Did you know? Because they are made from natural bamboo, Bambooka sunglasses will float!

Baz van Cranenburgh from Bambooka says, “Bamboo is a wonder crop because of its ability to enhance the environment whilst providing a valuable multi-use product for the rural area. When responsibly farmed it conserves water, sequesters up to three times more carbon dioxide of typical forest crops, improves the soil structure and improves the quality of the air that we breathe. From food to firewood and construction to spectacle frames bamboo harvests provide many opportunities for sustainable income generation. People love Bambooka sunglasses because by using a natural material each one is unique. This ‘flawsomeness’ adds to their appeal .”

Rodhri Luff (pictured wearing Bambooka) at Wilson, Wilson and Hancock says, “It is great to be working with Bambooka to support this innovative project. We hope that the people of Hastings really get behind this initiative – the response we’ve had so far has been great. Do visit us to try on the sunglasses.”

Bambooka sunglasses come in three designs, and one design can be fitted with prescription lenses if you need. They cost from £45 and are available exclusively from Wilson, Wilson, Hancock, 12-14 Cambridge Road, Hastings. Pop in, give the practice a call on 421717 or see to discover more about the sunglasses. Find out about the charitable work their sale funds at


More images and images in higher resolution are available. Call Antonia Chitty on 01424 810 272 or 07900580668

Notes to Editors

About Wilson, Wilson and Hancock

Wilson, Wilson and Hancock is an independent optician. Its Hastings practice is one of the largest in the county, with two directors, four additional qualified optometrists, five qualified dispensing opticians and support staff. The group also has practices in Tenterden, Rye and Lewes. Wilson, Wilson and Hancock was founded in 1949 by F. E. Wilson. It offers a thorough examination for every patient to monitor the health of the eyes and to determine the exact nature of the patient’s visual needs.

Do you self sabotage?

Antonia ChittyIs there one thing that you’d really like to achieve, but that you keep putting off?

At the moment I have a good balance of work: a book to complete and some features to write. I also have the time to work on some writing that I have been putting off for ages. I really want to do it, yet today I found myself doing everything else first!

I’m the kind of person who likes to work in a fairly clean and tidy office, but it can be all to easy to spend all my time cleaning up rather than working. When I first started writing books I was very disciplined and wrote first, before switching to check my emails and get on with the rest of my work. With experience, it became easier to switch on to writing, so I got in the habit of checking my emails first. Now I think I might need to make the decision to work on my stalled writing project first thing in the morning before anything else, just so I get it done!

What sort of work do you put off completing? Here are some ideas to help you ‘get it done!’

  1. For some jobs the ‘do it first’ approach works. Complete the job you have been putting off first thing one morning and you’ll feel better for the rest of the day.
  2. For other jobs, it might be worth contracting the work out to someone else. This applies if you are delaying something because you don’t have the expertise.
  3. successlIf you are delaying because you simply lack confidence in your own abilities, here is something that has worked for me: self-bribery: I’ll buy a pack of my favourite biscuits and sit them in front of me. I can only open the pack once the job is done! On a deeper level, write down some of the good things that will happen once you have done the job: you’ll feel more confident, and there may be business or personal benefits too. Remind yourself of these as you work through the task.
  4. Finally, you may need some accountability. I’ve been working with a fab group of writers this year. We’re all trying to improve our writing together which is really motivating. We also have word count targets, prompts and challenges which help me get things done. Who could help you achieve your own goal?

If you want to work with someone on your business or personal goals, do get in touch with me about mentoring.

Last Chance To Enter: Win Mentoring with Antonia Chitty or Amanda Alexander #sagebusinessexpert #BizMakeover

Today is your last day to enter the Sage #BusinessMakeover competition. To enter, all you have to do is tweet @sageUK or mention @Sage (UK) Limited in a status update on Facebook, stating their biggest business challenge for 2013, using the hashtag #BizMakeover. The competition closes at 2pm GMT today, with one lucky winner receiving a bespoke Business Makeover package.

The prize will consist of two half day coaching sessions (or the equivalent) from  Sage Business Experts Antonia Chitty or Amanda Alexander, free use of Sage business software for up to two years, and a tablet, pre-loaded with Windows 8 and key Sage Business apps.

The winning business will be selected at random and announced on Sage’s blog next week. Sage will also be sharing the insights gained from the challenges micro-businesses say they are facing as well as providing some useful resources and advice for those looking to overcome their business barriers.

So, think what’s holding you back right now, and get tweeting or facebooking! You’ll help Sage come up with resources for small businesses and could get some mentoring to help you break through your own business barriers. 

8 tips for Promotional Materials to promote your business

successlIf you ask most people about ideas for promoting your business, they will talk to you about flyers and other printed materials. With the ready availability of high street instant printers, there is lots of scope for even the smallest business to create great promotional materials. Here are 8 tips to make sure you get it right:

  1. First, consider the materials that are used every day within your business. Do they reinforce your current marketing campaign or back up your brand values?
  2. Do you love your promotional materials? When you and your colleagues attend networking and business meetings do you have business cards and flyers to hand out that you are proud of, or do you apologetically explain that you need to get them updated?
  3. What’s the: “Who, what, where, when, how and why” of your promotional materials? Asking yourself these questions will make sure you don’t waste your money, and help you know if you are using the right thing at the right time.
  4. What results do you get from each type of promotional material that you are using already? Keep track of these figures and tie them in to the cost of producing the materials and the time taken to distribute them.
  5. Do a quick audit of the materials you use to promote your business already. Make a list of the regular materials that are used. When and where do you use them? Does each item have a clear call to action? This could be as simple as ‘Book Now’, or if you want to encourage people to act in a timely manner ‘Book within the next 7 days to get 10% off’, or whatever offer you want to make.
  6. Are all your promotional items are clear and legible? Use larger print and fewer words to make sure that every patient can read your materials. RNIB suggests 14 point as a minimum size for easy reading.
  7. Aim to keep your promotional messages short and simple. Whether you have a banner outside your store, an A-frame stand, or a devising copy for an advert in the newspaper, cut back on long words. As you review promotional materials, wield your red pen. Score out unnecessary adjectives and stick to facts. Strike through jargon, and try to find a simpler way to say things.
  8. Finally, look at the visual aspect of your promotional materials. Do they reinforce a coherent brand for the business? Do you have consistency in colours, logos and images? Look at attractive promotions for other businesses and see how yours match up.

Useful resources from Own-It for Creatives

In keeping with our New Year’s resolution in 2013, to organise more regular webinars and to give you access to IP training free of charge from the convenience of your computer we have an upcoming webinar today that aims to grapple with the issues to do with securing funding for your fashion business. If you can’t tune in, don’t worry, we will record all webinars and publish them in our know-how section. Listen to our latest podcasts on fashion contracts and fashion branding with our partner law firm, DLA Piper.

Having a strong online presence is crucial for any business, but even more so for anybody working in the creative industry, where your clients really want to see what you do. Therefore the upcoming Own-it workshop on legal issues to consider when planning your online marketing strategy should be high up on the agenda of all visual creators and designers.

We have just launched Own-it Direct an intellectual property advisory programme for University of the Arts London alumni, who want to start-up businesses or develop new products and services. They can apply for up to ten hours of IP advice from qualified solicitors. The scheme is open to SEED Fund and Start-Up loans applicants but the aim is to extend the programme to any start-up business or entrepreneur with a new product/service idea so if you’re not eligible this time stay tuned for future updates!

Own itI’ve been receiving information from Own-it right from when I started in business. It provides lots of useful help if you design, write or create on protecting your creations.


Here are a few of their latest resources:


Opens today: Win Mentoring with Antonia Chitty or Amanda Alexander #sagebusinessexpert #BizMakeover

Sage is launching a new competition for UK micro businesses through twitter & Facebook today.

To enter, all you have to do is tweet @sageUK or mention @Sage (UK) Limited in a status update on Facebook, stating their biggest business challenge for 2013, using the hashtag #BizMakeover. Business Makeover 2013 will run from 10am today until 2pm on Friday 1st March 2013, with one lucky winner receiving a bespoke Business Makeover package.

The prize will consist of two half day coaching sessions (or the equivalent) from  Sage Business Experts Antonia Chitty or Amanda Alexander, free use of Sage business software for up to two years, and a tablet, pre-loaded with Windows 8 and key Sage Business apps.

The winning business will be selected at random and announced on Sage’s blog in the week commencing 4th March 2013. Sage will also be sharing the insights gained from the challenges micro-businesses say they are facing as well as providing some useful resources and advice for those looking to overcome their business barriers.

So, think what’s holding you back right now, and get tweeting! You’ll help Sage come up with resources for small businesses and could get some mentoring to help you break through your own business barriers.