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Here to Help.....Cygnus Directors Marc Brown(R)  and Greg Harvey

With digital media now a top priority in the business world it’s vital to ensure website and online marketing tools are fit for purpose. Cygnus Associates could be a great place to start for those seeking advice or practical assistance.

CYGNUS Associates has 17 years’ experience of working within the direct selling industry, from its early days as a design and print studio to its more recent focus on website development and digital media.

Recognised by independent trade journal Design Week as one of the Top 100 creative agencies in the UK, this family-run business has an in-depth understanding of the industry through its links with a wide variety of direct selling organisations.

While non-disclosure is an integral part of each individual contract, the company has built up a high level of generic knowledge and expertise that brings mutual benefits to each new project. The company is based in Northamptonshire and has been a supplier member of the Direct Selling Association since 2007.

Sales Director Marc Brown, whose father Alan founded the company in 1990 and remains its Chairman, said: “Confidentiality is paramount but inevitably over the years we have acquired an insight into the industry that has brought us referrals and repeat business, not just within direct selling but in other sectors as well.” 

Cygnus offers an integrated service with three key elements: graphic design and print for advertising campaigns, packaging, brochures and catalogues digital media encompassing e-commerce, e-marketing and social media strategy consultancy to help identify and support growth opportunities.

Clients pay tribute to their attention to detail and a pro-active approach that has seen them add real value through identifying and facilitating new business opportunities. One such example related to the re-branding of a Pan-European homecare range following the relocation of part of the business from the UK to Poland.

A three-man Cygnus team was embedded into the client’s head office for nine months to help plan and implement the re-launch. The team comprised an account manager familiar with the company, a Polish speaker to ensure trouble-free communication and translation of essential materials, and a previous interviewee who had previously been turned away as there was no current job vacancy. Delighted to be re-called for this opportunity, he proved his worth and was subsequently asked to stay on and lead the re-brand to its fruition.

Said Marc: “We occasionally second staff to a client’s offices for short periods, perhaps one day a week, but this was a new concept and we hit the ground running. It worked very well and is something we would consider repeating if the case warranted such a close level of support.”

This ability to ‘think outside the box’ applies equally to non-DSO clients. In another case, Cygnus spotted a potential niche for a prestige commercial vehicle to be re-positioned for weekend leisure use, aimed at those with extra disposable income who enjoy outdoor activities and extreme sports. With six seats and a payload capable of storing and transporting anything from a set of family mountain bikes to surf boards, the vehicle could have dual-use and represent maximum return on investment.

Marc picks up the story: “We prepared a proposal and presented it to the commercial director. Having initially been reluctant to see us he accepted the idea and put it into action.” The idea helped Cygnus reach a shortlist of finalists in this year’s Marketing Week Engage Awards, a tribute to their client-side consultancy work which in recent years has taken on greater importance.

The past decade has seen significant expansion and today Cygnus has a turnover of around £2 million and a team of 26. The management team comprises Marc, Stephen Sellick (creative director), Greg Harvey (digital director) and Simon Khan (accounts director).

 The direct selling industry represents around 35 - 40 per cent of the business, part of a diverse portfolio which also includes the automotive industry, healthcare and food sectors. While direct selling might be seen as their speciality, they are keen to point out their collective skills can be overlaid onto any sector. In addition, Exhibition Superstore, a sister company run by Marc’s bother Paul, offers complementary services while operating successfully as a standalone business.

The appointment of Digital Director Greg Harvey two years ago was a strategic decision to meet demand for digital media, which is the fastest growing area of the business. As a starting point, website development is high on the priority list of DSOs who are taking a more considered view of the internet and exploring how technology can be best used to support business objectives. Cygnus has been commissioned to re-develop the DSA site.

Greg has seen a definite shift in mindset: “I can almost pinpoint 1993 as the year that companies started to rush headlong into creating websites to establish an online presence without any real thought as to how it might benefit their business,” he said.

“Things have moved on since then and technology is no longer just an enabler but an integral part of the business. Social media has added a new dimension and many companies don’t have the expertise that a professional agency like ours can offer.”

Investment in a first-class website is now a fundamental requirement for today’s fast-moving and digitally-aware audience. An effective website combines quality presentation, relevant and regularly refreshed content with easy navigation, functionality. and security. Ideally a usability study should be carried out as a first step, and a similar exercise repeated with the same group prior to go-live, as part of testing which is vital.

Cygnus can design, build and manage a new site, train in-house users or upgrade an existing site – as they were recently asked to do by DSO Mary Kay, following an initial contact at last year’s DSA conference. “Our initial brief was to manage the content of their existing site through which we jointly identified improvements that could be made to future-proof the site and enhance the experience for both visitors and Consultants,” said Greg.

Charlotte Leachman, formerly Marketing Manager of Mary Kay, paid tribute to Cygnus. “Their expert and professional service is exceptional and they are incredibly insightful in creating cost-effective solutions tailored to specific needs,” she said.

The next three to five years is expected to be a challenge as the business community finds its way out of recession. Cygnus intends to consolidate its reputation within the direct selling industry by attracting new business and building on its contacts in the capital. Said Marc: “We aim to improve our 84th position in Design Week’s Top 100 and establish Cygnus as the most respected digital team within the creative agency sector. We value our relationship with the direct selling industry and wish continued success to all its members.”