Expertise on Tap | Email & Video Marketing...made easy

How we used video to help 360 degree feedback company promote its services

CASE STUDY Lumus™ is one of the UK's leading suppliers of 360 degree feedback surveys - leading the way in technical excellence, feedback report quality, latest thinking and client support. Lumus had a business challenge which was how to convey their unique and cost effective approach quickly and effectively to potential clients and website visitors. There were three stages to the process: 1. Planning discussion We discussed what type of video would work best for Lumus. Following our input they decided on a "1 way interview" technique We recommended this technique because the resulting video ends up looking more conversational and less like a hard sell. It's also easier for the interview participant to appear more natural than talking direct to camera. 2. Story board development We worked with Lumus to develop this. It was vital to ensure we didn't just turn up for the shoot with no ideas on the structure and content. 3. The Shoot Although we had built a story board as we got into the shoot we realised some elements of it could be improved. A key point here is just because there is a story board it need not be cast in stone and if there is an opportunity to improve upon it during the shoot don't be afraid to do so. Mike Cooper of Lumus comments: "Working with  Expertise on Tap was a pleasure – they provided lots of great advice and steered us through the development and filming process in a very professional and skilled way – I’m overjoyed with the finished product" Here's the video...

How we used video to help Cheltenham author promote her new book

Mary Pearson is an accomplished meditation teacher based in Cheltenham. She has written her first book "Meditation - the Stress Solution" and wanted to record a meditation excercise to help promote the book. This was a bit different to our normal videos as it didn't involve any in-vision recording. We simply recorded Mary's audio and overlaid some calming still images. The result is a good example of the type of a fast turnround video which we are happy to produce for clients. We received the brief from Mary and completed the video within a few days. After watching the video, if you're interested in learning more about meditation or want to buy the book please visit Mary's website. Here's the video...

Why sending your B2B email newsletter overnight is a bad idea

I see far too many businesses sending B2B* emails overnight. By overnight I mean after normal office hours. *Business to business Here's why it's a bad idea: 1. If you send after 5pm your email will most likely land in their inbox the next morning. That means it won't be fresh. It will be stale. It will be stale because when the user downloads it the next morning it will appear amongst all the other emails that have come in overnight, including spam. It will also be amongst non actioned emails from the previous afternoon. There's more chance of a busy recipient missing the email whilst he/she settles into the day's work. Ok you could argue that some people work beyond 5pm so what's the problem? But many do not. 2. An even worse scenario is to send your email over a weekend. When it's downloaded on Monday morning it's even less likely to be read. What's the solution? Simply send your email to arrive during working hours, ideally between 10 and 4pm so it's not too close to the start or end of the day. That way there's more chance of the email dropping into the recipient's inbox whilst at their desk. In other words it's a fresh email and more likely to be read. It's also worth avoiding lunchtime from 12-2. I could quote numerous studies that state the best time of day for B2B emails, however they all contain conflicting advice which is why I recommend the above broad time window. It's easy to pre-schedule your delivery time If you use a mailing service provider such as Mailchimp you do not even need to be present when you send your email. You can pre-schedule it to send at any time and date in the future.