Author: 33A5f3aF

Meeting Theo Paphitis

Visiting SBS Event 2022 and meeting Theo Paphitis

After winning a coveted SBS award in February 2021, we were invited to attend this year’s SBS event which took place on 25th February.

Winning SBS

For anyone unaware of what SBS is, it stands for Small Business Sunday and is an initiative set up by former Dragon’s Den star and businessman Theo Paphitis, in 2010. He wanted to give something back to small business owners and decided to choose six small businesses each week to showcase on his platform. In addition, winners get exclusive access to the SBS community which is full of advice about how to succeed in business.

Each year, Theo puts on an event to which all winners, past and present are welcome.

On Friday 25th February, the 2022 SBS Event was held at the ICC Birmingham.

It was our first event, but the fantastic thing is that once you’re in the SBS community, you’re welcome to attend every year. We travelled up from Kent by car first thing on Friday and made it in time to catch Theo’s welcome speech. In front of us were hundreds of other SBS winners and you could feel the buzz of excitement in the room. The atmosphere was incredible, everyone was full of motivation.

Attending SBS 2022

The agenda for the day was packed full of inspirational speakers; we got to hear from Rachel Watkyn, MD of The Tiny Box Company, who was one of Theo’s first investments on Dragons Den and is now turning over £10million a year. We also heard from Debbie Lewis who works Natwest Business Bank and gave some great advice about harnessing a ‘growth mindset’ to help us achieve more in business. Finally, we got to see Theo back in action in a fireplace chat with fellow ‘dragon’ Touker Suleyman, who spoke about his experience in business and offered some fantastic insights.

During breaks we were able to go and chat with other SBS winners as well as speak to some of the businesses on stands. There were different coloured balloons laid around the venue, each representing a different industry to help signpost you to speak to similar businesses. We’re a mix of creative as well as business services, so we were able to speak to plenty of business owners and made some great contacts.

One thing we love is that Theo ensures is that SBS remains a free resource for small business owners. So, on the day, everything was free of charge. We were able to get new professional headshots taken, and a vast buffet lunch was laid on – there was plenty of food for sure.

The final part of the day was the highlight, for us first timers, as we were able to meet Theo and receive our certificate and get a photo with him. There was quite a long queue but it was almost like being in a theme park ride queue – everyone was really excited. Considering he had around 350 business owners to meet, the fact that he was still standing at the end deserves some recognition!

We were so proud and honoured to share a platform with him, however briefly. A man who selflessly devotes so much of his time to help small business owners when he doesn’t have to.

Meeting Theo Paphitis

As we left the venue we were given a canvas goodie bag stuffed with fab products from some of the sponsors, a bit tired after such a long (but fantastic) day, but filled with a renewed optimism to continue building our business.

covid-marketing-trends

Five essential marketing trends you need to consider in a post-COVID world

As the world starts to emerge from the Covid-19 lockdown, businesses will need to adapt to the ‘new normal’ and work to a marketing roadmap that’s considerably different from what they’d intended.

covid-marketing-trends-article-img-840

The businesses that will be successful are already starting to adjust to a post-COVID economy, where agility and innovation will be key to reaping rewards.

We’ve predicted five marketing trends for a post-COVID world and what your business will need to do to keep up.

1. Invest in an online purchasing journey

Businesses who plan to or have already invested in an online purchasing system via their website or app will start to see the pay-off as more customers choose to shop virtually in the wake of the pandemic.

This means that now more than ever a seamless online customer experience is vital. The path to customer purchase has changed significantly and brands need to put user experience at the heart of their online marketing activities.

Product-based retailers will need to effectively highlight their products features and benefits in order to build trust with customers who may be new to online shopping. Customer generated content, such as images and videos, of the products in use will create confidence, as will reviews and feedback from current customers.

2. Voice-activation will grow and evolve

The way we use the internet to search for products and services is evolving. Voice search is growing—especially with the younger generation, with 55% of teenagers already using voice search daily. Mobile devices now come with voice activation (Apple Siri and Google Assistant). But it’s not just phones, voice activated home devices, such as the Amazon Echo and Google Home, are becoming much more common, and are providing a new way to explore the internet, do shopping, and connect with loved ones.

Consumers are more comfortable with voice-activated products and companies need to consider including smart features like voice activation when developing new products. Imagine a fridge that tells you which food items you’re running low on, or a kettle that can boil itself when asked. Consumers want speed and convenience when interacting with products; and speaking is one of the most convenient ways to make commands.  

3. Embrace user-generated content

In an uncertain world, consumers have reverted to brands that have excellent customer service values. Building trust with your audience is key to gaining their custom, and user-generated content is a valuable vehicle for fostering that ‘feel-good factor’ in your brand.

Peer-generated content is deemed 92% more trustworthy than traditional advertising and increases engagement and time spent on a social media platform or website. Ask your potential customers for their input by creating a company hashtag for competitions or offer a reward in exchange for a video review. We’re share our lives online more than ever, and we’re more than happy to share our thoughts and images of products that we love with our connections. Savvy brands will use this desire to share to their advantage.

4. The agile brand catches the worm

During the height of the pandemic things could change on an almost daily basis. Successful brands were able to jump on these changes and use them to their advantage to produce content and campaigns quickly. It meant adapting to a new culture, speeding up creative processes, reducing bureaucracy, and maybe hardest of all, learning how to conduct meetings via Zoom!

Businesses that are agile in this emerging new reality will be able steal market share from less-agile competitors. But it will be important not to be too hasty to ensure that any decisions made align with business goals. Tesco’s “little helps” TV advert was both practical for the climate but stayed true to the brand.

5. Diversification could make or break businesses

When lockdown hit many businesses were either completely unable to trade or had severely reduced trading capabilities. For the most part retailers were able to trade online, which helped them to weather the storm. But many businesses were also able to diversify their products and services which gave them an entirely new customer base. Dyson for example, rising to the UK Government’s challenge, were able to develop an entirely new ventilator in just 30 days, and countless brands jumped on the huge increase in demand for Personal Protective Equipment, such as face masks (Gap) or hand sanitiser (Brew Dog).

Turns your plans into reality

The world has changed and business owners have learned that success can’t be taken for granted. Our team specialise in product marketing tactics that align with your organisational goals. From initial consultation and branding strategies, to go-to-market ideas and methods to turn customers into brand advocates, we offer the full turnkey solution.

If you’re seeking to evolve your product marketing in a post-COVID landscape, call our team on 01474 368654 or send us a note with your aims for 2022 and beyond.

 

 

Guide to using CGI for Ecommerce websites

Discover our best-practice advice when it comes to selecting images for an ecommerce website from our CGI experts.

This post will cover all aspects of ecommerce CGI images from: what is CGI, to why CGI can be a good option for ecommerce sites, to how to be efficient when using CGI, as well as pros and cons vs using traditional photography for ecommerce product websites.

What is CGI?

CGI stands for Computer Generated Images, which essentially means what it says on the tin: they’re images generated using a computer. We use professional CGI software called KeyShot to create our images – it’s one of the most powerful and accurate CGI software programmes available.

You’ll probably have heard of CGI being used in video gaming, movies and advertising.

But many product images are now CGI because companies have recognised that there are many benefits to choosing CGI over photography. It is also common for retailers to use a hybrid of CGI and photography.

What defines an ecommerce website?

Ecommerce (electronic commerce) websites are exactly that: websites that allow customers to buy (and sell) goods and services via the internet, rather than at a physical location. A business can use an ecommerce website to process orders, accept payments via different methods, manage shipping and provide customer service. Some social media platforms have now become ecommerce platforms too, adding ecommerce functionality for their users to buy and sell. Today, it is expected that most retailers should have an online store presence of some description, whether it is their own ecommerce website or via a social network.

Buying and selling is not new, of course, but ecommerce has made it easier and a preferred way to shop for many customers. In fact, the total ecommerce revenue generated in the UK in 2019 was £693 billion, a massive 40% increase since 2015, and ecommerce now accounts for 16.5% of total business turnover.

Websites are no longer a “nice to have” for businesses. In 2019, 81.4% of businesses with 10-49 employees had a website, while 96.9% of businesses with 1000 of more employees had a website (seriously, what are the remaining 3.1% doing?)

So, it’s clear that customers love to shop online, buying everything from clothes to garden equipment, their weekly food shop, sofas, cars and even holidays. The home buying market has even started to move fully online (yes, really), with virtual tours boosted by the pandemic.

Consumer confidence in buying online has increased massively in recent years, again drive recently by the pandemic, as well as the increase in smart devices including mobile phones and home devices such as Amazon Alexa.

And yes, while we love to buy online, retailers need to make sure the products they are selling best address their target audience’s needs and challenges; something that only be achieved through comprehensive market research.

And once they’ve made sure they have the perfect products to sell, it’s important for website developers to continue to come up with solutions to improve their customers’ shopping experiences.

There are certain best practices when it comes to selling products online.

One of the essential elements to a good ecommerce website is images. You simply cannot sell a product without good quality images. Images bring a product to life.

Images help a user decide whether a product is suitable or not, for example – do they like the look of it? Does it suit their style? How do they feel when they look at it? Does it complement other products they own?

CGI of pendant lights

Product images need to be high quality (without slowing the website down) and show the product from different angles.

There are different types of images that can be used to showcase a product online:

  • Cut out images – showing the product on a plain background to emphasis the product and its features
  • Lifestyle images – showing the product against a background setting, such as a home interior shot or outdoors landscape
  • Action images – showing the product being used in some way
  • 360 spin images – a more recent edition to online images, which allow the customer to rotate the product 360 degrees to see the entire product.
  • Videos – not technically an image, but the use of video, showing a product working or being used, is becoming a prerequisite for online shopping.
  • Customisation options – if the product is available in different colours or materials, for example, the user can select from swatch buttons to change the customisation options of the product displayed.
  • Augmented Reality (AR) – the next evolution in ecommerce imagery. An innovative way to show the product in a real-life setting, such as your home (e.g. imagine being able to see a fridge in your actual kitchen before buying it, or check whether a pushchair will fit in the boot of your car).
  • User Generated Content – many e-retailers now encourage customers to upload images of a product they’ve purchased being used. Not only does this increase engagement and loyalty with current customers, but also instils trust for new customers who are more likely to buy after seeing others with the same product.

How can CGI be used to enhance ecommerce websites?

So, how can CGI be used by retailers wanting to sell online, and is it a good option?

Some of the image types described above, such as 360 spin and AR, can only be created using CGI, but for cut out, lifestyle and action shots, retailers can choose between CGI and photography. So we need to compare CGI and photography to address the pros and cons of each.

While CGI will never completely replace photography, the capabilities of CGI software have advanced enormously over recent years, meaning that images are now incredibly photorealistic and a very credible source of product imagery.

CGI also tends to be quicker and more cost efficient that photography. It can be time consuming and expensive to set up photoshoots.

Where CGI really comes into its own is with customisation. If a product is available in 20 colours, for example, photographing 20 different versions may take a long time. Multiple this by a few different products and the costs will quickly escalate. Whereas with CGI, once the first scene has been set up it is very quick to replicate for different colours.

It is also easier to create unusual angles with CGI, whereas a photographer will need jigs to hold the product in place and will then require more time in post-editing.

iPhone Case

So, CGI can be much more efficient, producing more images in a shorter space of time.

This is very important for ecommerce websites which may have thousands of different products, each available in various options.

Remember what we said earlier: to give customers the best possible shopping experience, a website should show all different options. Only showing some of the available colours or materials for example, will cause frustration for some customers, negatively impact their experience.

We also mentioned hybrid CGI earlier – this is a blend of photography and CGI. So for example, using CGI of a product placed within a real photograph. This gives the effect of a “real” photograph but circumnavigates any logistics or cost issues presented by taking the photography on location.

Pre-order: the beauty of CGI: One area that CGI excels at is using it for products that are not yet manufactured. Being able to create an image of a product that doesn’t currently exist means that pre-orders can be generated before manufacture, generating revenue before the product has even been launched.

Are there any downsides to CGI?

One area that can be problematic is colour matching, however, this can be an issue whether the image is a photograph or CGI – it can depend on a customer’s device as well as the settings.

For large amount purchases, such as a sofa, many retailers allow customers to order physical swatches to be mailed out – so this gets around any colour discrepancies.

One of the biggest drawbacks of online shopping is not being able to touch, feel and try a product, and while this is an issue for both photography and CGI, there are ways that sellers can try to circumnavigate this issue:

  • It’s important to increase customer confidence in the product before buying – 51% of shoppers believe the biggest drawback of online shopping is not being able to touch a product before buying. Customer reviews, tutorials and demonstrations, faith in the brand, excellent customer services and reassurance when it comes to returns and refunds will all help provide trust.
  • But good images, and specifically 360 spin images, AR images, user generated content all help to foster trust with customers. Although these images don’t allow customers to touch and feel the product, they enable them to view the entire product, interact with it online and see it in their home before purchasing.
  • AR technology is still evolving, but it is becoming more commonplace with ecommerce retailers and it’s estimated there will be 1.7 billion AR users by 2024. One way that make up brands are using AR is by enabling customers to “try on” their make up using virtual try-on technology.

Augmented Reality

Key takeaways

The evolution of the partnership between CGI and ecommerce websites is exciting, and the possibilities for product imagery are endless.

  • Consumer confidence in buying online is growing, but good quality images can help to win trust.
  • No longer are standard cut out images enough on their own – customers expect 3D spin images, user generated content as well as video and even augmented reality.
  • Nothing can replace a real photograph, but CGI is a suitable option for companies that want photorealistic images at a fraction of the cost.
  • CGI is an effective tool for pre-orders campaigns, generating revenue before a product has even been manufactured.
  • Customisation is an area where retailers can save costs by using CGI.
  • The most important thing is to enhance the shopping experience for the customer. Anything that doesn’t improve their experience shouldn’t be implemented.

If you’re excited about exploring the idea of CGI on an ecommerce website please get in touch with our CGI experts.

Key takeaways from CES 2022

The annual Consumer Electronics Show (CES) is one of the most influential consumer products shows in the world, showcasing the newest technology used in physical as well digital products.

Held every January in Las Vegas, this year saw a return to an in-person event after being paused for 2021. As product specialists, we are always intrigued to see what new technologies and products are featured at CES each year, so here are our key takeaways from #CES2022:

1. Robotics

Robotics played a massive part in this year’s show. Everything from fully humanised service robots to assist people at the airport or supermarket.

Through to cute robot animals that nibble your fingers for pleasure (whatever floats your boat!)

Ameca Humanoid Robot

Our thoughts:

Robotics technology will start to be used more frequently, particularly in applications that are dangerous for humans, such as firefighting, conflict areas and perhaps even to avoid spread of viruses in future.

2. Invisible technology: colour changing cars

Undoubtedly stealing this year’s show, BMW’s E Ink is essentially an invisible layer of technology that can change the colour of the car from white to black, as well as add patterns.

Invisible technology has been emerging as a concept for the last few years. Automated and customised products are rapidly becoming more popular (we only have to look at home automated products to realise how ingrained they have become in everyday life), and now BMW have taken it one step further with E Ink colour changing technology.

BMW E Ink colour changing car

Our thoughts:

We see this technology moving beyond simply changing a car’s appearance. It could also signal warnings to other road users, such as an accident or hazard ahead, or perhaps even highlight if a car has been stolen. In terms of customisation, your car could develop a personality linked to wearable tech, so that if perhaps stress increases your heart rate, the car could calm you by changing to a soothing colour or giving you an uplifting message, for example.

3. Invisible technology: smart audio

Following on the hidden technology theme at CES is a smart audio device which is like wearing a pair of invisible headphones. Noveto has developed the Soundbeamer 1.0 sound bar that uses facial recognition to target projected sound to the area just in front of your ears. You get a fully immersive sound experience while others around you will only hear a whisper.

Noveto’s “invisible headphones”

Our thoughts:

We think this technology would be fantastic for long haul flights, eliminating the need for throwaway or reusable headphones, as well as in office spaces where Zoom calls are the new normal. 

4. Stylish wearable tech

Smart ring technology has been around for a few years, but at a considerably high price point. The Movano smart ring aims to undercut the price of its main competitors, including market leader Oura. The ring will gather and provide accurate data on customers health metrics including sleep monitoring, heart rate, heart rate variability, respiration levels, temperature, blood oxygen readings, step count, and calories burned. What’s more, the ring will make suggestions to improve a user’s quality of life; perhaps suggesting that your heart rate increased after drinking a few glasses of wine.

Movano smart ring

Our thoughts:

While health monitoring has been dominated by smart watches, we believe smart rings may overtake watches in the wearable tech space. The discrete nature of a ring means its more versatile and is easier to match with any attire. A smart watch doesn’t always provide the right “look” when going to a business meeting, for example, and if the watch isn’t being worn no health data is being collected.

What did you think of CES 2022? What products stood out most for you?

What is a product roadmap (and do you need one)?

If you’re developing a product, you’ve probably heard the term ‘product roadmap’ floating around.

But what does it mean, and do you need one?

What is a product roadmap?

Simply put, a product roadmap is a vision of your company’s evolving products. It is a strategic document that outlines plans and allows visibility on which direction the company is heading. The roadmap is usually rolling or agile over a specific time period, which when developing physical products is usually 3 – 5 years. It tells you which products will be delivered, and by when.

Essentially it’s the road your company will be travelling on and what products will be launched along the way. Like an actual road, there may be some bends and twists along the way, and even a few diversions!

Yosemite Road

Photo credit: Unsplash

Who is responsible for the product roadmap?

The product manager is ultimately responsible for creating and owning the product roadmap, however, there will normally be other stakeholders around the business. The following departments will usually have at least one nominated stakeholder:

  • Executive board
  • Product team
  • Design and Engineering
  • Sales
  • Marketing
  • Customer Service

Depending on your organisation, you may also have some external stakeholders.

Product Roadmap

It’s vital that the product manager updates stakeholders on a regular basis. They’ll need to arrange meetings to communicate updates and collate feedback, but ultimately it’s the product manager who owns the roadmap and is responsible for keeping things moving. If there are delays that will impact the agreed strategic vision then these need to be communicated to stakeholders. The roadmap will help to manage and align the stakeholders’ expectations.

Why do you need a product roadmap?

As outlined above, the roadmap is the organisation’s strategic vision for the future. It’s an essential document for the business. Without it, you won’t have clarity of which products are being launched.

It communicates the product vision clearly and aligns product goals with overall business goals. The ultimate objective being to launch commercially successful products with a healthy return on investment.

The roadmap translates “technical” jargon into concise language that all stakeholders can understand.

Meeting

It allows priorities to be communicated easily, which is particularly useful when difficult decisions need to be made (such as which features can we afford to include in the development, and which need to be scrapped).

The roadmap facilitates different departments to work together, resulting in a smoother development process with the outcome being a better product for your target audience.

Simon Cornelius, MD of Cornelius Creative says:

“A long-term strategic product roadmap gives businesses a great foundation for future product launches and exposes the maximum potential from existing product ranges.

A well thought out roadmap identifies potential gaps in a product portfolio as well as gaps in the marketplace. It allows businesses to control their product lifecycles, ensuring that outdated or poor performing products are superseded by new product developments before it is too late. This ensures a continuous revenue stream, as well as helping to plan new product launches, by giving a firm indication of deadlines to complete the development and hit significant selling milestones, be it a trade show, or seasonal time of the year to maximise the product’s initial uptake.”

What should be included in a product roadmap?

The content of your roadmap depends on your organisation, and your audience. The size and structure of your company will determine the complexity of the roadmap, but there are certain aspects that should be included:

  • The overall vision for the product(s)
  • Requirements (what you need to get where you want to be)
  • Project timeline, complete with timed goals
  • Metrics, how things will be measured

Best practice tips for a killer product roadmap

  • Make sure the company’s vision is clear: it will be the overall guide for the roadmap.
  • Don’t overload the detail: keep it top level with your audience in mind.
  • Make it accessible to all stakeholders: and keep communication regular.
  • Review and update regularly: make changes when necessary – it should be flexible.

Next steps:

Are you looking to create your next product roadmap? Our team of experienced product managers can help.

Contact us today and we’ll take you on the first step to planning commercially successful products.


The Future of Design: Sustainably Designed Products

As the world becomes more aware of the impact of human activity on the environment, sustainable design is becoming increasingly important. Sustainably designed products are those that are created with the goal of minimising their environmental impact, from the materials used to the manufacturing process. In this article, we’ll explore how these products are changing the game and making a positive impact on the environment.

What are consumers looking for when they buy a product? Quality, convenience and cost are three major factors that they consider.

Over the past few years another consideration has been added to the list – today’s consumers want to purchase products that are sustainably designed. With this in mind, companies are now increasingly reinventing how they design their services and products, putting sustainability at the forefront of everything they do.

Sustainability is changing mindsets

Over the last decade, conversations have been taking place about climate change and its impact on the planet at the highest level.

The media is full of stories about the effects of global warming, so consumers are becoming highly aware of why they need to adopt a more sustainable approach to living. So much so, in fact, that customers will pay more for a product that is sustainably produced, and using eco-friendly products has been revealed in studies to make consumers happier when using the product.

With an increased demand for sustainable products companies are, understandably, responding by transforming their processes to be more environmentally conscious. Not only does it appeal to their target market, it also helps to meet their own sustainability goals (and any targets set by government), as well as benefitting the planet. It’s win-win-win.

Single-use plastics have become a hot topic once again throughout the Covid-19 pandemic with the exponential increase in demand for Personal Protection Equipment (PPE), particularly disposable masks and gloves. It seems our awareness around problematic ocean plastics has perhaps been neglected, overtaken by a necessity to protect ourselves from Coronavirus. And while plenty of brands have jumped on the PPE-wagon with branded merchandise available everywhere, the impact of single use PPE products over the course of the pandemic can’t be denied.

Photo credit: Unsplash

How Can Companies Make Their Products More Sustainable?

When it comes to product development, assessing the lifecycle of products is key. From the raw materials used in production, through to its end-of-life scenario, assessing possible alternatives to minimise waste and energy usage at every stage has never been more important.

Many companies are now asking product design companies to develop ways of making products componentised so that, in the instance they can’t be refurbished or recycled at end of life, they can be deconstructed to make alternative products from the components.

This is an important step for those of us working in product development to take. In the past when working for manufacturers we’ve witnessed huge amounts of product wastage on far too many occasions – perfectly good products that could’ve been refurbished, but instead were consigned to landfill.

It’s heart-breaking and completely unnecessary, and it’s our responsibility as innovators to implement a change.

Lego recently announced they have produced their first brick prototypes using 100% recycled plastic. Important? Absolutely, but perhaps far too late for a global company like Lego to have only taken this step in 2021. What has taken them so long?

Lego bricks
Photo credit: Unsplash

Why Are Sustainably Designed Products So Important?

As an industrial design company, our focus on product development is always a sustainable one. A primary goal of our business is to limit the negative impact that we have on our planet, and to this end, we strive to ensure each and every product that we develop is developed sustainably.

Boxed water
Sustainable boxed water

We recently designed a range of eco-friendly packaging for a new wellness tea brand, PUR-E-TEA. The company’s values are centred around the planet and wellbeing, so one of the main requirements from the client was for the packaging to be as sustainable as possible. For us, looking for sustainable options is a prerequisite anyway, but it’s satisfying to work with clients that have the same values as us. We designed a slimline box to reduce the amount of material needed (whilst also saving on cost), and used chemical-free ink for the artwork. We limited the amount of plastics used within the packaging, and any that were necessary were 100% biodegradable.

Sustainably designed tea packaging
PUR-E-TEA sustainable packaging

Not only do we seek out eco-conscious materials and adopt sustainable manufacturing methods for use in the products we work on, but we have also introduced environmentally sound changes to our business practices, including going paper free as much as possible. All of our product sketches are now made on graphics tablets instead of paper. We use the XP-Pen Artist 13.3 pro for all sketches, which we’ve found works perfectly for our needs, and during video calls while screen sharing we are able to sketch ideas and concepts to allow clients to visualise their product being designed live while we speak! Another way we try to be sustainably conscious is to seek out local suppliers whenever possible to reduce the distance products need to travel. We also encourage video calls with clients, and if face-to-face meetings are necessary, then we look to use public transport wherever possible. Simon also rides his bike to the office most days!

We are working hard to minimise our carbon footprint in line with the latest best practice within the product development industry, and to do our bit to protect our planet for future generations.

Cornelius Creative recognised as top product design agency

We’re delighted to announce that Cornelius Creative has been recognised as one of the best product design companies in the UK by DesignRush.

DesignRush is an extensive online guide dedicated to helping users find the best professional company for their needs. They evaluate thousands of companies in a bid to find the most suitable partners to feature.

Despite only launching at the beginning of 2020 and the Covid-19 pandemic, Cornelius Creative has gone from strength to strength as one of the only product design and marketing agencies in Kent. The company has worked with clients from all over the UK developing products for manufacturers of marine products, tapware and sporting equipment, amongst others.

Simon Cornelius, MD of Cornelius Creative commented:

“It’s fantastic to be recognised as a top product design agency by DesignRush. As a young and growing business, we’re committed to building a company that our team can be proud of, and this achievement is testament to that. We uphold our company values in everything we do, with our primary mission to make our clients business goals come to fruition.”

Cornelius Creative can now be found on the DesignRush database, which allows users to search for companies based on clients, portfolios, reviews and pricing.

8 signs your product is dying (and what to do about it)

Every product that launches into the market goes through four stages of the product lifecycle: introduction, growth, maturity and decline.

When the product reaches the decline stage, profitability will start to fall until it is no longer commercially viable to continue production, and it will most likely be discontinued.

In some cases, the original product will be replaced, either by a newer version with updated features or design style, or perhaps by a brand-new product. Car manufacturers, for example, update models every few years. The name continues but the older models are phased out, replaced by newer versions with updated technology and more modern designs. Eventually the model may be discontinued to be replaced by a brand new model e.g. Ford Escort – Ford Focus.

While the span of each product’s lifecycle is unique, (some tend to spend more time in the maturity stage), they will all eventually reach the decline stage. There may still be some core loyal customers, keeping the product afloat, but overall demand will continue to fall.

Think back to products that used to be popular; cassette players, typewriters, video recorders, even the Nokia 3310 (remember those? 😊). They will either have a very small production run now or will have ceased production completely. Eventually only second-hand products will be available, perhaps cherished by enthusiasts and collectors.

WHY DO PRODUCTS DECLINE?

 Decline is a natural part of the product lifecycle. Typically, when a new product is launched, it will be expensive to manufacture and therefore expensive to buy. As demand grows and production costs fall, competitors will start to sell rival products and the marketplace will fill up. The product will experience a period of growth followed by maturity.

There are several factors that may cause a product to decline, such as saturation of the market or the introduction of more innovative products, which will lead to a fall in popularity.

product-lifecycle-1024x674

Some companies will try to keep a dying product alive for as long as possible – clearance sales, special deals etc, but this is simply delaying the inevitable as the product will continue to lose market share until it doesn’t make commercial sense to continue production.

HOW TO SPOT IF YOUR PRODUCT IS DYING: 8 SIGNS

how-to-spot-if-your-product-is-dying-scaled

1. Customer interest decreases

The interest in the product will fall – less chat on social media, fewer calls and email enquiries.

2. Competitors are launching ‘me too’ products

Competitor products will be launched that imitate the original. Production may be moved to the Far East where it is cheaper to manufacture.

3. Market share reduces

Competitors with newer products are stealing market share from you.

4. New technology launched, product is outdated / unsupported

The product will be unsupported by new software which will affect performance and customer satisfaction.

5. Product is only bought by loyal or existing customers

Demand from new customers will fall, the product will only be bought by existing customers.

6. Necessity to drop price to garner any sales

The only time sales are made is when the price is reduced, which will eat into any margin made on the product.

7. Decrease in marketing spend

Advertising spend will be channelled towards other products that provide a better return on investment (ROI).

8. Production / supply chain costs increase, while sales do not

As demand falls for certain components, it may be more difficult and expensive to source them. If you notice production costs are going up, yet sales are going down, it’s because the product is declining.  

WHAT TO DO IF YOUR PRODUCT IS DYING

Before a product reaches the decline stage of the lifecycle, the next generation product should already be in development. This is especially important if you operate in an industry where new technology is regularly released. Ideally, you should be working to a rolling three or five-year roadmap, with all future product launches mapped out.

Working on the next product development will ensure that your business and its products are always in demand, and keeping up with competitors to protect (and increase) your market share.

However, if your next generation product is delayed, there are some ways you can exploit the existing, dying product to generate some more sales – think of it like using a defibrillator on your product to restart its heartbeat.

Sony Walkman Obsolete Product

Celebrating one year in business

Today marks our first year in business!

When we incorporated Cornelius Creative in March 2020, we were full of excitement as any new business owners, despite the looming pandemic. Only six days later, the UK went into lockdown and thus started a year like no other. While other businesses were shutting down and sending staff home on furlough, we were buzzing to get our business started.

We quickly learned that we needed to adapt to stay afloat; but with determination, great teamwork, some favours and luck, today we have a growing business with big ambition. To call it a rollercoaster year would be an understatement!

In our first year we have moved from the spare bedroom to our new office in Fawkham, we’ve won a Theo Paphitis Small Business Sunday award, and we’ve even been featured in the local Kent news.

We’d like to thank everyone that has helped us so far, including our clients and partners; we’re so glad to have you on the journey with us.

Cheers to a fantastic first year, and let’s see what year two has in store!

We’ve won Theo Paphitis’ SBS award!

We’re delighted to announce that we have won a coveted SBS award from former Dragons Den star Theo Paphitis.

On 21st February 2021, our Marketing Director Lucy Cornelius tweeted Theo about Cornelius Creative during ‘Small Business Sunday’, known as SBS, and was one of the six weekly winners to gain a retweet by Theo to his 500,000 Twitter followers. The weekly initiative, set up by Theo in 2010, now has over 3,000 SBS winners and supports small businesses in the UK.

Lucy said, 

“It’s been such a boost to get this support from Theo; it’s raised our profile and helped spread the word about the services we provide. My husband Simon and I set up our product design and marketing business in March 2020, just one week before the first national lockdown. We’ve only been in business a year but have just secured our first commercial office in Fawkham, near Brands Hatch racing circuit. We’re so happy that we’ve been able to grow the business during the pandemic and we’re excited to now be part of the #SBS winners community.”

Small business champion and Ryman Stationery, Robert Dyas and Boux Avenue Chairman, Theo Paphitis, said:

“We are thrilled to welcome new #SBS members every week and highlight just how important it is to support our small businesses here in the UK.  My vision is that everyone who has ever won an #SBS re-tweet from me becomes part of a friendly club; like-minded individuals who can share successes and learnings. The website will also give a valuable profile to the winners chosen and I wish Cornelius Creative every success.”

We are now listed on the SBS business directory along with over 3,000 other winners. We would encourage other small businesses to take part in the weekly #SBS competition. Follow Theo on Twitter and you can enter on Sunday evening between 5pm and 7:30pm. We’re looking forward to attending the next annual #SBS networking event to take advantage of networking opportunities and meet other #SBS winners.

Take a look at the services we offer.

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What our clients say.

  • "They were able to deliver an outstanding solution to a challenging brief"

    "I gave the team at Cornelius Creative a challenging brief, and they were able to deliver an outstanding solution, but more importantly did so a highly professional and efficient manner. I would certainly recommend them for any product design or marketing briefs you have. It was a pleasure working with them."

    Anand G, Hansgrohe
  • "Their interest, passion and care makes them feel part of your team"

    "Simon and the team at Cornelius Creative are fantastic. Their interest, passion and care makes them feel part of your team. They have a wealth of experience which was clear in our project and critical to the successful design. Simon was critical in the brain storming all aspects of design and functionality. Cornelius Creative always make time for you and are extremely approachable and helpful to talk through any aspect of the design. Cornelius Creative have a passion for delivering high quality designs, which is clear in our project. SailAI would highly recommend Cornelius Creative for any creative design projects, and hopefully we will be working together again in the future."

    Ben P, SailAI
  • "I liked their collaborative approach and commitment to getting the project done on time"

    "I worked with Cornelius Creative on a product launch for which they produced CGIs and product renders. It was a smooth process, I liked their collaborative approach and commitment to getting the project done on time and on brief. Very happy with the results and I'll surely work with them again!"

    Ernest O, Furnitubes Ltd
  • “They were able to look at my business as a whole and refresh my brand"

    I approached Cornelius Creative to help with my business branding, which had got a bit stale. They were able to look at my business as a whole and refresh my brand to make it more appealing to my customers. They made huge improvements to my logo and visuals as well as my messaging to make it more appealing. My brand is more recognisable now and I couldn't be happier with the result. I'd definitely work with Cornelius Creative again.
    Robert H, MKBS
  • “What an effortless transaction… Cornelius Creative exceeded all my expectations”

    What an effortless transaction. I had been putting off getting my patent drawing done as thought it was going to be a long and arduous job but Cornelius Creative exceeded all my expectations. A straightforward process, knew exactly what I needed and quick turnaround with less then 48 hours! Communication was 2nd to none.... I will 100% be contacting Cornelius Creative again for future projects. Thank you!
    Charlene D, Untainted
  • “We can’t wait to work with them again!”

    Glowpear has had the pleasure of dealing with Cornelius Creative on design, marketing and strategy. They are highly recommended, with the drive to succeed at a high level, amazing results, and a personal touch when dealing with us. We can't wait to work with them again!
    Simon L, Glowpear
  • “They exceeded all expectations. Their creativity and attention to detail is second to none”

    Cornelius Creative made a great impression from the onset. They were tasked to design a concept which was very different from the status quo and they exceeded all expectations. Their creativity and attention to detail is second to none.
    Steve C, Uthos

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    Cornelius Creative

    45 Manor Forstal
    New Ash Green
    Longfield
    Kent
    DA3 8JG

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