MCM Awards 2008

Black Box Corp.

What makes a winner in business-to-business direct marketing? Excellent merchandising, clear, informative copy, terrific design and exceptional service — same as in consumer cataloging. And if you can do all of that in print and online, selling a product line as unsexy as network services and accessories, you are a master merchant.

WHY IT WON B-TO-B MULTICHANNEL MERCHANT OF THE YEAR: You wouldn't expect anyone to refer to a catalog of network services and accessories as “very creative and entertaining.” But that's how one judge described the opening spreads Black Box has for each section in the catalog.

For instance, the section opener for Peripheral Switches & Sharers shows a photo of a crying baby; copy reads “Is sharing difficult? No flow control? Bring back that smile with our Peripheral Switches & Sharers!”

On the Web, copy makes good use of benefit heads and detailed specifications, said one panelist. “There's also great free tech support throughout, and the integrated catalog request function is part of the left navigation — which makes it easy to find!” the judge said.

IDEA TO STEAL: Bigger doesn't need to be bloated. Although it's 922 pages, Black Box does a great job of organizing its merchandise, a judge said. “Even with this large assortment, the catalog is very simple to navigate.” — Melissa Dowling

	BLACK BOX CORP.

	PRINT

Director/manager of publication services: Julia Leigh

Catalog supervisor: Deborah Baran

Designers: Dallene Davis, Roy Geer, Bill Hannen, Shari Scott, Joe Slebonick, Megan Vaites, David Wheaton

Writers: Caren Bachman, Rob Baran, Johnathan Decker, Jean Massaro, Andrew Phillips, Roberta Szyper

Traffic/production: Missy Brytus, Jennifer Galbraith

Photographer: Rich Angeloff

Editorial: Julie Daubner, Beth Frederick

Printer/color separator/prepress provider: R.R. Donnelley

List manager: Inhouse

	WEBSITE

Marketing manager: Greg Gendron

Webmasters: John Bonessi, Kim Clougherty, Black Box MIS department

Designers/writers/photographers: Julia Leigh, Black Box publications services department

Consultants: Elliance

B-to-C
MULTICHANNEL MERCHANT OF THE YEAR

[ Also won — SILVER: Print Channel | APPAREL | L.L. Bean, Christmas 2007; SILVER: Web Channel | APPAREL | www.llbean.com; SILVER: Print Channel | BUSINESS SPECIALTY PRODUCTS | L.L. Bean, Direct to Business, Holiday 2007; GOLD: Print Channel | CHILDREN'S PRODUCTS | L.L. Bean, Kids Spring 2007; GOLD: Print Channel | GIFTS | L.L. Bean, Christmas Favorites 2007; GOLD: Web Channel | GIFTS | www.llbean.com; SILVER: Print Channel | HOME AND GARDENING PRODUCTS | L.L. Bean Home, Summer 2007; SILVER: Web Channel | SPORTING GOODS | www.llbean.com ]

	L.L. Bean

LL. Bean is one of the best. Why? A quick glance above at all the awards the outdoor apparel, gifts and home goods merchant won this year is one indicator of what our Business-to-Consumer Multichannel Merchant of the Year does so well.

WHY IT WON B-TO-C MULTICHANNEL MERCHANT OF THE YEAR: “Excellent products and a great selection of colors,” said one judge about one of L.L. Bean's print catalogs. From the copy to the layout to the product selection, “it's hard to come up with something better than this catalog.”

L.L. Bean seamlessly transfers its catalog message to the Web channel. “Overall the site is extremely strong,” said one judge, starting from the home page that “does almost everything right.” And its search is “really incredible,” a panelist noted. “Search results are the best I have seen.”

And the rotating feature image, with option to pause on any one of the images, “is both visually interesting and user friendly,” a judge said. “The fact that such a strong catalog brand has evolved to the point where e-commerce is its largest sales channel is impressive. L.L. Bean continues to set the bar high.”

IDEA TO STEAL: Bean makes it look easy, but it all boils down to understanding your customers. “They know their market and what it wants,” a judge said. “This is perhaps, by far, their biggest strength.” — Jim Tierney