The Ilford Blueprint websiteAs you may have already read in an earlier post, we were proud to recently jointly unveil the Ilford Blueprint website with our development partners in the Planning and Regeneration Unit at the London Borough of Redbridge.

The product of several months’ working in a highly embedded way with the Unit on a true joint venture basis, the site combines our OSCAR content management system for ease and flexibility of up-date with groundbreaking use of our 3d modelling technologies. The whole project was supported throughout by our skills in project management, place making and urban design, as well as our in-depth technical capabilities.

The result – in the words of Chris Berry, the Borough’s Chief Planning and Regeneration Officer – provides:

… focussed, reliable, detailed and accessible technical information to a level not previously provided by a local authority. Virtual Viewing’s contribution to the Borough initiative cannot be underestimated:  their services and capabilities extended far beyond technical expertise, to include 3d modelling, urban design and bringing reality to policy-making, all of which were provided as a true ‘joint venture’ operation.

You can download (in PDF format) a copy of a promotional mailer that has subsequently been sent to several hundred members of the London investment and development community, providing a powerful testimonial for a project about which we are as proud as our development partners.

As you may have already read on our blog – or on theirs – our long-term clients, Lumbers Jewellers of Leicester, are undertaking an epic adventure to raise money for charity: they’re rowing – yes, rowing – from Lands End to John O’Groats. Or, as their strapline would have it, “1097 miles, 12 oars, 6 men, 3 weeks – and 1 boat!”. Celebrity Row, as the epic journey has been christened, is being undertaken in aid of four richly deserving charities: Rainbows Childrens Hospice, The Princes’ Trust, The RNLI, and The Samantha Dickon Brain Tumour Trust.

As one of the sponsors for this laudable endeavour, Virtual Viewing has been lending a very technological helping hand. We’ve set up a dedicated micro-site (click here to view in a new window), with its own blog (click to view), and its own Twitter feed. Since the crew set off on 29 June, we’ve also been sending out an email newsletter to over a 1,200 people to keep them up to date on their progress, and cross-referencing all this activity in Lumbers’ own email newsletters (compiled and despatched by Virtual Viewing, using our EMMA EMail Marketing Assistant service) and blog (also created and maintained by us).

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360 Play website Home PageVirtual Viewing has already worked with local children’s entertainment centre, 360 Play, since their launch in 2008, designing and developing their original website and subsequently introducing them to the power and possibilities of our EMMA Email Marketing Assistant solution to help them manage email marketing campaigns to promote their latest events and special offers.

We are proud to say that our partnership continues with the launch of a completely redesigned website (now online at www.360play.uk.com). Virtual Viewing worked closely with 360 Play’s branding and design managers to redevelop the site, which vividly expresses the colourful and playful world that greets visitors to the centre.

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If you follow the media’s coverage of the media itself, you’ll be aware of plans for some daily newspapers – currently available to read pretty much in their entirety free of charge online – to put their content behind ‘paywalls’. There are complex business reasons at play: newspapers are struggling financially as more of us get our news from the web. Google and other search engines make it easy to browse not just the country’s but the world’s newspapers in an instant. Indeed, people use Google – making Google profitable – to access newspapers online, who make nothing from the transaction. Old business models are being outstripped not just by technology, but by the way we use it.

But listening to James Hewitt, editor of The Times, being interviewed on The Today Programme recently, he raised a point that is hugely relevant to all websites – whether or not they charge for access beyond their first page. That first page – usually your Home Page – is not just a gateway: it’s also a lure to tempt people to explore further, and an advertisement for what they will find inside. Hewitt drew the comparison of a newsstand: customers see only the front page – and usually just the top half of it. That view must tempt them to buy the paper, confident about its content.

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At Virtual Viewing, we work with companies and organisations of all sizes and in all sectors to develop websites that make the very most of the opportunities – and the budgets – that are available to each client.

We have worked with many of our clients over a number of years, building partnerships where we are able to combine our skills – not just in the technical aspects of development, but in using the in-built measurability of digital and online media to analyse online performance to offer recommendations that maximise the use of available resources – with our customers’ industry expertise to continuously refine and enhance their online presence.

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All businesses and organisations work in their own ways, and serve different markets with different goods and services, but they have at least one thing in common: a need to make their marketing budget work as effectively as possible. Your existing marketing mix may include: your own printed materials; trade, national and local newspaper advertising; direct mail and/or email campaigns. Embracing internet marketing can add a whole new range of channels: websites, search engine advertising, email campaigns, social media and much more. But the continuing responsibility of marketing budget holders is to balance spending in these areas to maximise effectiveness.

The percentage of your business that comes directly from websites or email campaigns will vary from one sector to another. A business selling goods online, for example, should make every effort (through email campaigns, search engine advertising and integrated use of social media) to drive as much traffic as possible to the website, as cost of sales online may well be substantially lower. The context may be very different for a consultancy, where the role of a website or an email campaign is more likely to focus on establishing brand positioning and values, making the latest news, offers and service details available as quickly as possible, providing information about services and including calls to action that encourage – and make it easy – for web site visitors – to make contact with appropriate points within the business.

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No doubt you’ve been party to many a conversation about presentation and image too; probably so many than any sense of ‘party’ is hard to muster. The role of visual imagery in presentation is as undeniable as the abundance of clichés in modern life. Like everyone else, you’ll also have heard the expression ‘a picture paints a thousand words’. But have you remembered the following line of the song: “then why can’t I paint you?”

Not all clichés are truisms, of course: this article couldn’t be summed up in a single picture. So why, on the web, are there so many clichés – in terms of content and use – when it comes to including imagery? Why, instead of painting a thousand positive or informative words, do so many images say ‘we went to a photo library’, ‘we took these ourselves’, or ‘we might be good at we do, but it’s not photography’?

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While web developers have often been torn between giving clients every bell and whistle they expect on one hand, and delivering high levels of website usability on the other (one man’s animation is another man’s irritating distraction), there are times when the bells and whistles strike just the right note. If a picture paints a thousand words, video can paint infinitely more – and capture something that words and static images simply cannot.

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