Supplier Corner
March 2010
Marketing: moving with the times
Sales Director Marc Brown (left) and Creative Director Stephen Sellick (right)
When UK-based creative agency Cygnus Associates first started working with direct selling organisations 15 years ago, it soon recognised the value and role of marketing collateral in the absence of a high street presence. That value and role remain as true today as they did then but, with the global uptake of new media, the tools used to communicate with existing and potential customers are developing constantly and organisations need to evolve too.
No one had heard of e-shots, social networking sites, viral campaigns or blogs 15 years ago yet they, and many other new media tools, are now an indispensable part of today’s marketing strategies. That’s not to say that it’s at the expense of traditional vehicles such as catalogues, brochures, starter kits and sales flyers but increasingly, organisations are opting for a mix.
“The internet is not a miracle solution,” says Stephen Sellick, Creative Director at Cygnus, “and the principles of marketing are the same as they ever were but for some of our clients, we’re finding that instead of focusing on one or two tactics such as press and poster advertising to launch a product, we now have a diverse toolkit of marketing items at our disposal.”
Cygnus is no stranger to web development work, indeed it strengthened its digital team only last year to cater for the increasing demand for online solutions. But digital doesn’t begin and end online and the agency has worked with a number of direct selling organisations to design animated displays, DVD and professional presentations and intranets. Indeed it has just produced a video and keynote presentation for Amway’s Diamond Conference in Hawaii, in February.
Over the years Cygnus has worked with many direct selling brands; Amway, Herbalife, Nikken, Likisma, Oriflame, Vie at Home, Arbonne and Forever Living. This has given it a unique and comprehensive understanding of the challenges facing not only brands with international networks but also fledgling businesses trying to establish a market presence.
It is often required to produce catalogues, starter kits and retail kits in many different languages, which means careful management and working to strict deadlines.
“We have worked with Cygnus for over eight years on numerous print collateral projects which usually need to be translated in up to 24 market variants,” said a team member of Amway UK and Europe.
“Working to tight schedules can be very difficult at times; however Cygnus always deal with the key timeline points with minimal fuss leading to successful launches.
I have personally also been very impressed with Cygnus’s creativity. In a recent new project, Cygnus work delivered exactly what was required and impressed both ourselves in Amway management and also our key customers!” he added.
Over the years Cygnus have produced a considerable amount of design and photography work for Amway, from creating collateral for its premium Artistry product Crème LuXury and cookware range iCook, to corporate communication projects for events and internal publications such as Amagram.
Cygnus recognises that for direct selling to be truly successful, Distributors/Consultants need to be both motivated and equipped with the necessary tools to help them communicate the effectiveness of the product or service they are selling. Everything from the logo, the tone of voice, the packaging, the catalogue contents, the incentive programmes, advertising, right through to order fulfilment, everything has to truly represent the brand and its values.
“It’s getting our clients to understand the power of design and the significance it has on all of us on a daily basis.
With that in mind, it will help them understand the benefits we’re offering and what we can deliver. It’s with these results that we can instill confi dence and push the creative envelope when it comes to the next job,” said Stephen Sellick.
2009 saw an increasing number of people turn to direct selling, either to replace an income lost through the recession or to supplement low earnings. Last summer some direct sellers reported a 200 per cent increase in applications from full-time students and graduates looking to either boost their income, or demonstrate business initiative and acumen on their CV while pursuing a graduate position. The UK DSA estimated that over 1,500 graduates had already registered with its member companies. Avon went as far as writing to the UK’s Department of Work and Pensions asking the Government to highlight the benefi ts of direct selling as a career for a university graduate.
“And why not,” said Stephen. “This powerful demographic could contribute a great deal to the way that direct selling is perceived and maybe, through social networking for instance, even change the way that business is conducted.
“We work with many of our clients at a strategic level,” says Marc Brown, Sales Director at Cygnus, “and to see first-hand how much effort and money is being invested in branding, recruitment and processes in the drive to modernise the direct selling business model,” he said.
The economic downturn has changed the marketing landscape and understandably clients are looking for a greater return on investment. “In this market, they’re looking for creative solutions that will get people selling. And they want them quicker and slicker,” he added.
Cygnus have also produced starter kits, product brochures and magazines for wellness giant Nikken and it was the agency’s ability to deliver on its promise that prompted Nikken to return. “The reason why we decided to return to Cygnus after using a specific language typesetting company for a one-off project, was not just a cost issuebut also that we had worked with Cygnus on many projects in the past, so we knew how each other worked, and that the hands-on approach we can have with them, the tight schedules they adhere to and the general personable feel they have with us and with the translators was beneficial to us,” said a member of the Nikken marketing team, Europe.
The proof, of course, is in the effectiveness of the campaign material and when it came to the starter kit that Cygnus produced for Nikken, the fi rm was full of praise. “We have received a lot of positive feedback from our Consultants on Nikken’s Starter Kit. Nikken has been really happy with the work Cygnus has carried out in creating the brand look and feel for this important business tool, and bringing brand consistency and style which our Consultants across Europe see as the Nikken look,” offered their European marketing manager.
Looking forward, Marc Brown and Stephen Sellick are optimistic about the future. “Last year we bucked the national trend by retaining and growing business with our existing clients as well as bringing a few new ones on board. That looks set to continue in 2010 and it’s mine and my team’s job to come up with the best work, to give our clients something a little extra, something to exceed their expectations.”
“I believe the direct selling industry is ripe for a journey of self-examination and maybe rewriting some of the rules along the way. It’s a sector that attracts entrepreneurial spirit and enables anyone, irrespective of their background, to create a business opportunity. We, at Cygnus, enjoy working in this inspired sector and look forward to creating many new marketing waves for our direct selling clients,” concluded Marc Brown.
If you’d like to see more, or discuss any forthcoming projects, call Marc Brown on 01933 462122, or email
