WORLD-CLASS OFF-ROAD CYCLING ACROSS THE SOUTH WEST, helped by Viper!

The South West is set to become a world class destination for adventurous off-road cycling. A total of £7.5m is being invested in developing the activity across the region including funding of £4.6m from the Rural Development Programme for England.

The 1SW initiative with Forestry Commission as lead funding applicant will be developing trails, sites and information across the whole region which will enhance the quality of experience for anyone who wants to experience the fun of off-road cycling. Developments will include purpose built adventurous cycling trails, bike hire facilities, cafes, areas to develop bike handling skills and information on how and where to ride across the region.

Viper Marketing sit on the 1SW executive board because of their communication and mountain biking experience. They are really pleased to see the project secure this money and move to the delivery stage.

Paul Hawkins, 1SW Project Manager says: “The 1SW project will make off road cycling attractive and accessible to everyone, even to those who haven’t ridden a bike for years! The region’s tourism economy stands to benefit greatly with opportunities for a diverse range of businesses, from increased out-of-season accommodation demand to providing specialist services such as guided rides. We will work with local businesses to ensure they maximise their benefit from the provision of this quality adventurous cycling product. Off road cycling in woodlands is enjoyable whatever the weather and provides a fun alternative to beach based activities, particularly outside of the main summer months.”

Stuart Parry from Era Adventures, Polzeath, says: “We run a successful business organising a range of adventure activities, based in North Cornwall. There is a need for more opportunities away from the coast, particularly when the surf is flat and the rain starts! We are very excited at the opportunities 1SW will provide for tourism businesses like us across the region and are keen to expand our offer to include more cycling and cycle training”.

Funding comes from the Rural Development Programme for England, which is partly funded by DEFRA and the EU. The funding is provided as part of a wider project under the Sustainable Rural Tourism Theme, managed by the South West RDA (regional development agency).

Mike Johns of the South West RDA said: “The 1SW initiative is just one project in a far-reaching suite of interlinked investments that are being made through Sustainable Rural Tourism which will have a really significant impact across the whole region.

“RDPE funding devoted to sustainable rural tourism is designed to have a lasting impact on the tourism industry in rural areas through investing in improved access to, and understanding of, the key features and rural heritage of the South West.

“Equally important, 1SW also offers a tremendous opportunity for businesses close to the hubs and cycle ways to engage with 1SW and maximise the benefits for the local economy.”

The National Trust, South West Lakes Trust, the National Parks and Areas of Outstanding Natural Beauty (AONBs) and Bristol City Council are all key delivery partners in this project and are excited about broadening their visitor base. The project presents a significant opportunity as off-road cycling appeals to many ‘non-traditional’ visitors to the region’s countryside.

Paul Hawkins adds: “We can’t wait to get both tourists and residents out enjoying adventurous off-road cycling with their friends and families. A quality adventurous cycling product will be a huge boost for the region’s cycling provision and will offer an adventurous riding experience to enable progression from routes like the highly successful Camel and Tarka trails”.

Outdoor Adventure 20 years from Now

I expect we’re all waiting for shiny new kit at the moment. New mountain bikes with 6in of bounce at the back (always room in the garage for another bike!), the latest 3 layer moisture managing water proof system jacket, GPS technology that tracks and plots your every move, handy gadgets you never knew you needed until you had them. Love it! Shiny gadgets go hand in hand with outdoor activity.

I know, I know, we still need to know how to use a compass, your skin’s waterproof and singlespeed bikes with no suspension are well hard. But we’re human. We love to innovate. If we didn’t we’d still be slopping around in muddy puddles. No offence to the caving community. Progress happens and the only constant is change. So, let’s look forward.

January 2030, what will outdoor activity on Mendip look like then?
- Car mileage per trip will decrease because of social pressure and road pricing meaning Mendip will be really busy because of the huge urban populations nearby
- Government intervention to protect AONBs like Mendip will lead to a ‘pay to play’ system - a Protected Landscape Pass will need to be bought
- Access will be severely restricted for ‘wildlife areas’, a direct intervention to balance the urban sprawl. Public access will be polarised; completely no-go areas or open access for foot, bike and horse
- Digital natives will introduce sophisticated ways of enjoying ‘their Mendip’ under the radar of urban visitors. Digital natives are the younger generation which has grown up with digital technologies and is completely at home with them
- You can book yourself into a retreat to retune your mental well-being. Mental health will be a key concern for our aged population
- More people will get lost and hurt themselves. There’s more people out there doing more outdoor activity and a greater percentage are being lulled into a false sense of security by the latest shiny bit of kit. The ‘pay to play’ income will go towards a core of full time Search and Rescue staff supported by volunteers
- Multi purpose outdoor activity play parks will be created in the redundant quarries by private enterprises
- Watching the tide come up to Axbridge because of the ‘managed retreat’ will be really popular from Crook Peak

Let's get active on Mendip to start planning our future. We’re all forced into these relatively small areas or corridors for our activity. We need to spread out more. If you widen a path the impact is spread and damage decreases. It’s surely the same at a larger scale? We don’t need more legislation forcing landowners to allow access. Surely we need some more entrepreneurial landowners to see the opportunities? Let’s put some of those future predictions in place before they are forced upon us.

Mendip Geopark?

European recognition for the Mendip Hills AONB – Geopark status?

Viper Rural will be at an event on Thursday 19th November 2009 at Cheddar Caves and Gorge to consider the pros and cons of applying for Geopark designation for the Mendip Hills AONB.

The European designation is given to areas that have a particular geological heritage and a program of work to promote tourism based on the geology. The area must include sites of geological of particular importance. These may also be of ecological, historical or cultural interest. Local community involvement is essential in prioritising and delivering the cultural and economic revitalisation of the area. Viper are also part of Active Mendip, loads of Active Mendip members rely directly or indirectly on the geology of Mendip to give their punters fun and adventure.

The local economy already benefits from caving and climbing activities and has two major visitor attractions – Cheddar Caves and Gorge and Wookey Hole Caves based on geology interests. There is potential to develop the geotourism further but whether the Geopark designation is beneficial or necessary is to be considered. We're going along to find out what benefits the status brings. Access to European funding? At the very least this will be a great asset to positioning local adventure companies above others. Climb in a Geopark? Descend in a Geopark? Ride in a Geopark? Not many places can say that.

ViperMusic presents Miss Skarlet Album Launch

ViperMusic presents Miss Skarlet, Ryan Inglis and Mark Venus at The
Fleece, Bristol on 19 December 2009

Miss Skarlet debut album launch with 200 specially produced limited edition, signed launch CDs available exclusively on the night. Albums available for download on iTunes from midnight

Ryan Inglis website launch and the ever-popular Mark Venus, at the first ever ViperMusic live gig night. A true Christmas Party not to be missed

Tickets £10 available from the ticket hotline whilst stocks last 02032 399 941

Will Rangers Stay Relevant?

One of the most thought provoking images I created was a before and after shot of the Mendip Hills Area of Outstanding Natural Beauty. The before shot contained the dry stone walls zig-zagging across the plateau. The after shot had no dry stone walls, courtesy of Photoshop. The difference was shocking; this could be anywhere, this could be everywhere. Now imagine a countryside without Rangers.

The South West Ranger Forum is a chance for these rangers to get off their patch and meet others doing the same job, share some learning and take stock of what’s happening in the world around them. The Forum was hosted by Viper Marketing & Communications this year at Folly Farm and supported by the Countryside Managers Association.

Clearly one of the biggest changes that will happen to the public sector is a reduction in funding. When decisions about priorities are made it’s fair to say that the countryside elements of local authority work are the easiest to reduce. All the more reason for Rangers to be seen and heard. You’ve got to stay relevant these days. If you don’t the whole world rushes on by you and you’re forgotten.

The Scottish Countryside Rangers Association (SCRA) are just about to launch their Continuing Professional Development Programme, with some help from Viper. SCRA are taking it seriously, they’ve got national outcomes agreed and now they’re positioning themselves as well-organised and well-trained and relevant.

Rangers from Dartmoor, Exmoor, the Quantocks, Cornwall and other areas came to Mendip for the Forum with this in mind. They were really keen to learn how digital technology can help them. A lot of them are using digital recording techniques on their patches. Wildlife habitats are mapped using GPS, individual trees are recorded and loaded on to databases etc. But the digital age is changing the way we communicate. Rangers will have to embrace the new tools to be seen and heard.

Fact of the month; there is more bandwidth in You Tube today than there was in the whole internet 9 years ago. This digital malarkey ain’t going away. It’s not about every Ranger suddenly Twittering and having LinkedIn pages though.

The lesson to be learned is that the visitors, us, are adopting this new technology at an ever-increasing rate. I can go for a ride, track that ride on my phone, post the track and photos along the way to a website for others to comment on. That’s a really powerful tool for us, the public, to engage with our countryside custodians. If people complain about the trail Rangers can now respond and open a dialogue, win some hearts and minds. Ignoring the digital age of communication is not an option. Quantock Hills AONB have a very successful Facebook page. The countryside is ‘open’ 24hours a day and so should access to information about these areas.

Most importantly for the future of Rangers looking after our most special areas is that a lot of these new ways of communicating with people are free. Just log-in.

A word of warning though, just because you can do it doesn’t mean you have to. The new social media like Facebook and Twitter are just tools. Do your communication planning beforehand to make sure you’re doing it for the right reason.

It’s not necessary to have big budgets for printing leaflets. A whole new audience is waiting out there who don’t want to access information through traditional means. New communities of people are getting active in the countryside, these communities are just as vital as the ones living in the countryside. In fact they may be the same people. Rangers must stay relevant to the new digital generations.

Viper are running the Digital Ranger course at Folly Farm in December. For more details click here

Marketing Futurology - Emerging Themes

Having just returned from an enlightening day with a room full of post-Graduate Diploma delegates developing their assignments in Emerging Themes I felt it worthwhile to summarise for a wider audience where we collectively felt there was a starting point for exploring the future of marketing.

Marketing Futurology, the study of the effects of emerging trends in markets, is a fascinating departure from the usual tactical, day-to-day focus that marketers endure in the workplace.

When projecting marketing thinking forward into the distant future a range of blue sky ideas come into play but it’s nowhere near an exact science and there are few if any benchmarks from which to rate your thinking.

So taking into account the views from those in the room coming from industries as diverse as avionics, consultancy, finance, telecoms, event management and retail a consistent pattern of thoughts came through loud and clear:

Segmentation - the key to focusing future thinking by establishing a clear process of always remembering the end user of products and services

Prioritisation - get it right and the future is manageable, measurable and potentially profitable at the same time as focusing resource into where it really matters

People Communicating - innovation should enhance the ever increasing ease by which people are communicating, anywhere, anytime and by any means

Consumer Power and Personalisation - looking forward the ultimate segmentation from a consumer’s perspective is 1-2-1. Totally bespoke services for each and every consumer

Blurring of Virtual and Real Worlds - current social networking is the tip of an exciting iceberg with in the future device-independent interaction anywhere, anytime by any medium to enhance human interaction on the terms of the individual

Generation Y - the future today is born of the attitudes, needs, desires and perceptions of those born since 2000.

Corporate Social Responsibility - increasingly important in the drive towards consumer power is the corporate response to their passing on of control to the customer in the relationship.

These are just snippets of a wider debate which for the marketing futurologist can grow and grow into the future itself. The key questions to kick off the debate are:

What keeps us where we are?

What moves us ahead?

What’s the cost?

If as a marketer you aren’t already thinking about these issues… perhaps now is the time, because the future starts today….

Four ways that Augmented Reality will change the countryside

Four ways that augmented reality will change our countryside;

There has always been a desire for the countryside to be free of clutter and man-made intrusions balanced against people's need for information about their surroundings to understand what they're looking at. Augmented reality could be the balancing tool - information provided with nothing on the ground. No more interpretation panels?

Visitors always say they 'want to learn more' about a particular subject. This may be true when they're on-site but that need rapidly diminishes after they've left. The result for ranger services is printed publications, to satisfy that demand for more, that very quickly become redundant. A waste of time and resources. Augmented reality provides the 'viewer' with the capability to drill deeper into a subject while on site, and later if required, but needs no physical resource. No more wordy booklets?

Interpretation panels are dull and unless designed very well are rubbish. You only remember 10% of what you read. Augmented reality will allow Roman legions to be seen stomping down the Roman road that is sort of visible under the field, Spitfires to take off from the airfield that's now rare heathland, cavemen to emerge from that hole in the hillside etc. More engaging interpretation?

Augmented reality allows a new generation to be involved and engaged with the countryside. The generation of Ipod users and console kids will grow up needing to know about the countryside, this is the way to engage them. New people in the countryside?

What's Trending Where on Twitter?

As Twitter continues its rampant surge into the hearts and minds of marketers across the globe so predictably location now joins the exciting feature set and opens up a whole new range of opportunities for creative types.

TrendsMap.com is the latest kid on the block when it comes to location and offers global coverage of trending topics by the geographic location at which they are most frequently originating. The blog which kicked off the spread of news about this service is here and gives a nice snapshot of all things TrendsMap plus links to where you can read more, a tutorial and of course the TrendsMap Twitter itself. So how will this impact on marketers? Well think of the immediacy of trending topics and knowing what people in a region, city or country are currently finding the most interesting. Think viral campaigns and how you can tweet, blog and spread your messages based on real time feedback and information from real customers. For PRs think about capturing hot news topics in real time as they spread and not having to wait until official news sources decide the time is right. They say that we are all becoming journalists and that the power of information distribution is now with the people... well now you can also see where they are.

iPhone Walking Guide?

Found this great use of an iPhone that can lead you on a walk while feeding you info along the way. On this app it's climate change but the source information could be on any subject.

The Jungfrau climate guide works on iPhone and is nothing less than a small information platform on the subject of climate change. The guide includes audio files which take you along seven paths in different parts of the Jungfrau region; you can listen to information about scientists’ current state of knowledge about climate change and at the same time see the impact it is having on the landscape in front of your very eyes. The climate guide also has a bonus section, which exploits other multimedia possibilities offered by the iPhone.

More here

Commoditisation is Everywhere

Products, services, companies, brands and even people quickly become commodities in this ever changing and fast paced world we live in. At every turn we see opportunities for quick gains in market share by price cutting, but is this good for business?

The simple answer is generally not at all. Whilst on the surface the commoditisation of a product or service seems to offer huge benefits in terms of customer value and increased volume sales but in the medium to long term it creates significant challenges in terms of profitability and sustainability.

Take for example today’s news that Orange has been given the Apple iPhone to add to its portfolio in the run up to the Christmas sales bonanza. O2, previously enjoying exclusivity of this landmark product now has to compete on service, accessories and after sales support in what we know will quickly turn into a price war for share of consumer spend towards the festive season and into the New Year sales.

Whilst Apple are happily rubbing their hands together at this strategically created battle of two titans in the communications industry, the longer term effects of a spiralling price fall will, as it always does, reduce the overall market value of this ground-breaking gadget.

So jump on the band wagon now whilst you the consumer can benefit from the pricing warfare but don’t expect things to always be this way, because as prices and margins drop the danger is the sparring factions will run out of cash needed to innovate… and all we’ll be left with is… just another commodity….

Digital Marketing Programme

There's a buzz in marketing circles this morning as Cambridge Marketing College launches its new Digital Marketing Programme through a website developed and managed by Viper Marketing.

The Programme includes CAM's brand new Digital Marketing Diploma and Diploma in Managing Digital Media. It also incorporates the industry benchmark CIM e-Marketing Professional Award which for a number of years has set the standard for digital marketing and communication qualifications.

The new Programme, the brainchild of Cambridge Marketing College's Principal Charles Nixon has been created online with an interactive 'mashup' of technologies to provide what is termed a 'blended learning experience'. Blended learning is all about a person using the media and learning styles of their choice to gain knowledge and experience. The Programme uses podcasts, webinars, written guides, research links, discussion forum and video to provide a rounded experience for those studying this exciting subject.

Despite the name of the College you don't have to go to Cambridge to study! The Programme is available through distance learning, with tutor support and access to the Programme's learning portal. We see this flexible style of learning as a guide to the future of training so expect more developments like this in the coming months.

Rangers from the South West

Countryside Rangers from all four corners of the South West are converging (collective noun for a gathering of Rangers? A ramble of Rangers?) for the South West Ranger Forum 2009 hosted by Viper. We've helped raise the event from a lovely informal social gathering to a lovely informal social gathering with a sprinkling of training and awareness raising.

We've given the Forum a digital focus. Hopefully we'll dispel a few myths, cure some technophobes and open some eyes to future possibilities. Rangers from Dartmoor, Exmoor, Cornwall, the south coast and Quantock are coming. Les Davies MBE is also helping out with one of his unforgettable walks in the afternoon.

More soon. If you feel left out ask me to send you the leaflet for the day. Jim@vmcg.co.uk

Social Media - DON'T Just do it!

The show of hands from today's Social Media Seminar at the Bristol Business Show was quite enlightening. 50 people present, 40 using Facebook, 30 using LinkedIn and 20 using Twitter. Just one person raised their hand to confirm they are seeing a real business benefit from using social media and online networking. The seminar outlined that the starting point to see such benefit is clear strategic thinking; matching business goals and an understanding of where target customers and prospects are using social media tools; before embarking on regular blogging, tweeting and online networking. The few who have taken this approach are already starting to see a measurable business benefit.... the rest of us should follow.

From conversations and questions after the session it is clear that there are many people who are feeling obliged to play with social media without really understanding quite why and how best to do it. Very few have thought about the real business value and are lacking in confidence to integrate social networking within their proven marketing and sales plans.

Social media can, if you wish and if it's appropriate, provide an unprecedented new channel to market creating new sales opportunities if you get it right. If you don't however it can be a case of long hours spent delving deep into your memory in an attempt to come up with something new to say, week in, week out.

We'll publish the Seminar in its entirety when the materials are available (presentation and video) so please do watch this space.... or Twitter, of course!

Future of Rural Asset Debate

This important event in the 2009 calendar is targeted at members of the local, regional and national policy and practice community with an interest in rural affairs.

The conference will be opened by Sir Don Curry, Chair of the Sustainable Farming and Food Delivery Group and author of the influential Curry Report.

Several rural research and policy papers will be presented throughout the day, cohering around the themes of Localism in the 21st Century, the Future of Rural Policy in the UK and Europe and Rural Assets: What’s the interest?

The conference is being held in the prestigious Queens Hotel in central Cheltenham on October 21st 2009.The delegate day rate is £100.00, which includes lunch and refreshments. You can secure your place at the conference now by booking online via the University of Gloucestershire Online Store

To find out more http://www.ccri.ac.uk/Events/PolicyConference2009.htm

Got an iPhone? Try Marketing Apps

Marketing Apps on the Apple iPhone are the latest craze in keeping up to date with news, views and latest trends in the world of marketing. It’s simple, you just pick up your iPhone, go to App Store and search ‘Marketing’. Here are some Apps you might like to try out…

Marketing Forecast (Ad-ology Research) = FREE

Designed for strategic advertisers and marketers, Marketing Forecast provides a continuous stream of forward-looking marketing and consumer insights from Ad-ology Research and other top research firms. Four distinct channels collect the latest forecasts, news and recent Tweets targeted to those responsible for: Advertising, Brand Marketing, Digital Marketing and Consumer Spending. Video podcasts highlight the latest marketing research and consumer surveys from Ad-ology Research

Marketing Master (Simpaddico) = £0.59

A basic jargon and terminology flash card toolkit. Learn over 150 terms and parlance for Marketers. Search, shuffle and test yourself. Ideal for those new to marketing or taking Introductory Certificate

PRWeb Breaking News (PR Web) = FREE

Stay on top of breaking news from companies and organisations around the world with this leading online newswire focusing on marketing and advertising. 30,000 companies release news through PRWeb and this App aggregates them all on your iPhone

Mashable - The Social Media Guide (Mashable) - FREE

A place for tips, how-tos and the latest information about social media for web users, brands, news organisations, marketers and charities. Well respected and well informed

iNews (GDIPlus) - £1.19

Technically more of a news reader than a specific marketing feed but helpful and fully featured news reader with adjustable fonts. Tag news wires, favourite broadcasters, blogs and more in one integrated App

MarketingProfs (MarketingProfs) - FREE

Skim mini articles in 60 seconds in this marketing digest covering topics as broad as B2B Marketing, Buyer Insight, Email, Marketing Inspiration, SEO and Small Business

That’s your starter for 10…. are you using an App we haven’t covered? Please post it here and share it with everyone… And if you don’t have an iPhone…. well, what are you waiting for!?

Best way to think about your website

Change your way of thinking about your website. Treat it like an employee:

• It has a specific set of tasks to perform, writing a job spec for your website is no bad idea!
• It needs a development plan if it is to continue to perform at its best
• It needs regular updates to stay current – like a training plan
• It relies on input from various other team members to do its job
• Not everyone will like it all of the time

A website has a permanent, full time, role in your business: many treat it as a self-contained project – with beginning, a middle and (even more worryingly) an end. You wouldn’t recruit someone and think that, once they’d signed the contract, their job was complete or that they’d stay exactly the same as the day they walked through the door. You shouldn’t think the same of your website.

A person comes to your company with some skills and knowledge, but over time they will gain more specific knowledge about your company, and become more skilled as they learn on the job or undergo formal training and development. A website is just the same – however well conceived and delivered, it is only when real people start to interact with it that you’ll know what really works, and what doesn’t, on your site. Through reviewing analytics and undertaking user testing and feedback, you will be able to constantly refine and improve your website’s performance. Which brings me to performance… you’re likely to set of minimum performance standards for your staff, have you done the same for your website? And, do you have the tools to measure against those standards.

And of course, things change. Think also of a scenario in which your employee’s area of the business is subject to some sort of change (legal, environmental, new product, etc.) – they’ll need to adapt and respond. Your website is no different. Just because it was beautiful when you launched it, it may not be in a new context. What’s more, this is technology we’re talking about. The tech big boys work to a circa 6 month product development cycle – the pace of change is fast and furious. If your website is to stay current, you’ll need to keep an eye out for the new trends, like Twitter, Tag Clouds, etc… and whatever is just around the corner.

But, it many ways it is even better than an employee:

• It never sleeps
• It doesn’t take holiday.
• It won’t sue you if you change its role or replace it with a new one

Useful people management techniques you can apply to your website:

• Write it a job specSet a basic salary (hosting, support, regular updates)
• Set a commission plan (invest a percentage of the revenue it delivers back into traffic generation and improvements)
• Have a weekly one-to-one (update content, check stats)
• Conduct a monthly review (stats, performance targets, etc)
• Conduct a quarterly appraisal – consider a 360 appraisal where you get feedback from all usersSet a ‘training’ budget – essential updates, spring cleaning, new features

What is YOUR Occupassion

Occupassion... there's an interesting concept as many of us start back after summer holidays. The beginning of September for many gives you that 'back to school' feeling. The long sunny days of summer (outside the UK of course!) are a distant memory and misty mornings coupled with heavy work schedules aren't always the most invigorating start to each day.

But it really doesn't have to be this way. If you aren't combining your occupation with your passion then perhaps this is time to start believing that you really could. There are always 101 reasons why you think you cannot actually live an 'occupassion' (defined as an occupation combined with a passion). Mortgage payments, the risk of failure, peer and family pressure to do the 'sensible thing'.

For just one morning though, at the start of the autumn, take a little time to stop and pause and just wonder what it might be like if you actually made the change. Imagine every morning being motivated to see what the day has in store? What are YOUR passions? Not someone else's view of what working and leisure life might be.... yours? Could there, if you are really thinking creatively and positively, be a way of living the dream? Is it a dream? Or could you change it into reality?

What's YOUR occupassion?

(Thanks to Rachel for the idea of Occupassion.... someone who lives her Occupassion every day)

Countryside Courses

We got fed up of driving 'up north' for our countryside training. So we've teamed up with Folly Farm, run by the Avon Wildlife Trust just outside Bristol, to lay on professional courses for countryside staff. Together we want to make Folly Farm the South West's leading venue for these type of courses. Here are the details of this coming season's courses. Click here

More women than men use Twitter?

A major study on Twitter has revealed some surprising facts;

• 72.5% of all users joining during the first five months of 2009
• 85.3% of all Twitter users post less than one update/day
• 21% of users have never posted a Tweet
• 93.6% of users have less than 100 followers, while 92.4% follow less than 100 people
• 5% of Twitter users account for 75% of all activity
• New York has the most Twitters users, followed by Los Angeles, Toronto, San Francisco and Boston; while Detroit was the fast-growing city over the first five months of 2009
• More than 50% of all updates are published using tools, mobile and Web-based, other than Twitter.com. TweetDeck is the most popular non-Twitter.com tool with 19.7% market share.
• There are more women on Twitter (53%) than men (47%)
• Of the people who identify themselves as marketers, 15% follow more than 2,000 people. This compares with 0.29% of overall Twitter users who follow more than 2,000 people.

For the full report click here

Viper Blogs for Cambridge Marketing College

Not content with blogging for Viper, Neil Wilkins is now also blogging as a Lead Tutor for Cambridge Marketing College on their new Tutor Blog page.

Covering a whole host of marketing and digital communication subjects Neil will be taking current news and giving a Viper-spin to it. Sometimes just observation and sometimes a little more controversial it's a place to catch up on all things marketing and communications.

Recent posts include comment on why Nivea's recent advertising ban might have come about, good examples of social mash-ups on the web and the fact that large companies can learn a lot from small companies in times of recession.

Viper Rural

Creative, informed, relevant and essential - just some of the headings in the latest Viper Rural newsletter

The Future of Countryside Interpretation?

Point the camera on your smart phone at a round barrow, rock, nature reserve, woodland or any physical object in the countryside and floating on the screen is your interpretation. This is augmented reality and it will change the way we look at the countryside. Up until now digital interpretation relied on an awkward mix of software and hardware that never quite worked. The development of smart phones like the iPhone has enabled the software and hardware to come together; simplexity. Heads up display reveal what you're looking at, pan your phone around and the information changes to your new view. A whole raft of information and interpretation can now be accessed by people on their terms. If they want to explore an uncluttered landscape they simply turn their phone off. No more interpretation panels? Have a look for yourself at http://mashable.com/2009/08/19/augmented-reality-apps/

UK Search for 'AONB' is down

Using Google Insights data the trend for searching for the term AONB has fallen over the last 5 years compared to the relative amount of searches on Google. Curiously Devon AONB is the top search containing AONB. Find out more http://www.google.com/insights/search/#q=aonb&geo=GB&cmpt=q

Summerzest

What a fantastic weekend Team Viper has enjoyed in a secret location deep in the French Alps, not just playing of course, but helping a fledgling all-inclusive Alpine activity company with their marketing and communications.

Referrals from friends of friends are often the best introduction for people like us as they offer an instant connection and warmth that means we can get to the heart of marketing and communications opportunities from the very first meeting. We needn't have worried anyway because from the first smiles and words at the airport where we were collected by our hosts Jen and Olivia, we knew their energy and ideas would inspire us into action.

The company, Summerzest was created by Jen Yates to provide a unique alpine experience including luxury chalet accommodation, exquisitely prepared local food and an all-inclusive outdoor activity programme catering for everyone from families to triathlon clubs in altitude training. Having experienced a small sample of Summerzest for ourselves we set about working with them through our communication planning process, our step by step guide to developing customer focused and cost effective marketing that talks directly to specifically defined new clientele.

By the end of the weekend we had not only had our fill of exciting mountain biking, walking and excellent cuisine but had unlocked many secrets in an as yet undiscovered alpine valley that is sure to become a target on the mountain biking, climbing and walking hit list for summer holidays in the French Alps.

Viper's Communication Planning Process really was 'in action'

Viper Autumn Training Courses

This Autumn we have the broadest range of day courses and residential training yet.

02/09 >> Introduction to Marketing - webinar

10/09 >> Digital Marketing & Media

15/09 >> Managing Communications

17/09 >> Introduction to Marketing

23/09 >> Countryside Project Management

24/09 >> Digital PR

30/09 >> Countryside Engagement

12/10 >> Social Marketing

13/10 >> Digital Marketing & Media

15/10 >> Marketing Communications

20/10 >> Social Marketing - webinar

21/10 >> Customer Relationship Management

22/10 >> Creative Results from Design

The course details and booking forms are available at www.vipertraining.info and each course is designed specifically for certain market sectors and job types. From countryside and public sector to sales, marketing and business development there's sure to be a course to help you in your role of communicating with customers whatever type they might be, internal and external.

If you have a specific training need that you don't see in the list please do get in touch because we are able to create bespoke and in-house training sessions focused on a particular challenge you are facing. Such sessions can be 'lecture-style', seminar or workshop or facilitated team meetings. Tell us your challenge and we'll come up with a proposal to solve it.

We look forward to seeing you on one of our training sessions very soon.

Web Censorship Mash-Up

An excellent example of self-policing on the web with Harvard University website http://www.herdict.org/web/

This is a great example of a ‘mash up’ allowing web users to post potentially censored sites around the world. Trends and live status reports add to the currency and relevance of this ground breaking site.

If we are based in the UK, Europe or USA it’s very easy to forget that our web access is generally as open and freely available as anywhere in the world. Many web users are not so fortunate and reports and statistics show that it’s a political minefield of claims, counterclaims and mystery. Perhaps cover-ups, perhaps conspiracy theory, but whatever the causes the advent of true social networking and development of social technologies means that services like Herdict are likely to gain in popularity as the power of self policing on the internet expands globally.

What do you think?

Viper Leads New Digital Marketing Programme

The world of digital communications feels as if it's accelerating every year. First we had websites and email and then as bandwidth increased we saw video and online social networking through technology described as web 2.0. This all feels as though it's been here forever but if you look at the dates of some of the well established services and websites you'll see we are only talking about a decade and a half since the most basic of online marketing and communications. What is on the horizon and what will take us through the next fifteen years? Well, if you are part of the Cambridge Marketing College's Digital Marketing Programme you may well find out and position yourself at the cutting edge of the next wave of opportunity. Having said that it's not all about the technology. In fact it's quite the reverse! You shouldn't be doing all of this unless there is a clear value and benefit in doing so. Technology is a tool to achieving your goals not an end in itself and this is an important considering in the starting of any digital strategy. But more of that in the programme itself. For now, please have a look at the Digital Marketing Programme website and if you need any further information about it or how applicable it would be for you, please let us know.

Viper's Neil Wilkins will be one of the two experienced Lead Tutors on this programme.

Special Insight into Rural Partners

If you're a rural organisation we've got vital information that could help you. Viper has gained a very special insight into how your partners are using your website. What are they actually looking for? What are their top priorities? What are they using the web for generally?

We would like to share this intelligence with you to improve your communication plan. We'll show you how we got the results and reveal what we found. Audience profile information is crucial for improving your communications but can be expensive to come by when you're in the rural sector. The process Viper uses is a very effective way of gaining a huge return on your investment. The research helps to answer the all-important question of 'what's in it for me?' by involving them in the process.

Please get in touch if you'd like to find out more.

Viper on a Bike

A more detailed look at the great connection Viper Marketing & Communications Group has with mountain bikes 

Zambia; The Final Post

The Family Hardcastle have returned! Actually we've been back for a few weeks now. Just a quick Blog to say thanks foryour interest and for helping us with our volunteering adventure in Zambia on the Bookbus.

The most common question we have been asked has been whether Zambia was everything we expected or hoped for?

We expected a challenge and we certainly got one; long hot, dusty days with no shade, noisy night with dogs barking and bats squeaking (yes, they really squeaked all night!) early mornings with weak coffee, awful toilets, small tents, tepid showers and bugs including a close encounter with a scorpion!

What we didn't expect was this; smiling, welcoming warmth of the Zambian people, the delight in the children's faces from a simple pop-up book, our children Tom and Anna to work so incredibly hard both at school and duties back at camp and all of us to be in bed by 8.30pm!

What had we hoped for? We hoped that Tom and Anna would realise how lucky they are living in this western society with all its luxuries. We hoped to inspire some children and give them more opportunities.

What did we find? The classes were 45 children plus, the children's 'hobbies' were washing plates and many had lost parents to Aids, yet they didn't stop smiling, singing and dancing.

We've all decided 'no more boring holidays'. We want to achieve something on our breaks now. 

Jim