22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

International

GOLD: PRINT CHANNEL

New Pig Corp. | The Big Pigalog (U.K.)
You might think that a manufacturer/marketer of industrial cleanup supplies would feel the need to keep a stiff upper lip when selling its wares to companies based in the U.K. But that's just not New Pig's style. New Pig Corp. understands that if you have the merchandise, creative, copy, and service to back up your offering, it's okay to have a bit of fun with your catalog. The merchant's Gold Award in the International category proves that the judges agree.

Why it won a Gold Award
New Pig's U.K. edition gets the reader to take notice even before he or she turns one page. The cover photo of two pigs taking a dip in what appears to be a wading pool grabs your attention immediately. Upon closer examination, you'll see that the porcine pets are contained by New Pig's Spillblocker Dike, a portable barrier designed to divert liquids away from drains, offices, stock, or anything you want to keep dry. “Inimitable New Pig style, along with hard-working functionality,” said one judge. “A proven concept that remains fresh and engaging through excellent execution.”

The front cover touts more than 425 new products, while conveying that the company's full line of merchandise is north of 2,500 items. On the right edge of the front cover, a color-tabbed index describes the merchandise areas. The index smoothly transports the consumer through the catalog categories, which include absorbents, wipes, spill control, maintenance, plant safety, and containment items.

Inside the catalog, New Pig's mascot Sparky — a hardhat-wearing cartoon pig — helps set a light tone. Still, the book's copy is serious and straightforward. “Heavy-Duty Multi-Guard Mats — your first line of defence for keeping entranceways clean!” reads one headline.

Judges also appreciated the “first-class, readable information-rich copy,” said one. The description for an industrial mat: “Hundreds of vertical scraping ‘fingers' remove dirt and debris from shoes and boots, hiding the dirt from view and your building. Multi-Guard Mats are a good investment for preventive maintenance, and a cost-effective first line of defence for keeping entranceways clean. Ideal for heavy-traffic industrial areas, internal or external entrances, and any other areas where a barrier against foot-bourne soil is required.”

Judges were impressed with the Pigalog's merchandising expertise. “Comprehensive product ranges across multiple categories,” said one. Another panelist added: “Excellent job throughout. You get a good sense for how the products will help.”

Service is another strength. New Pig highlights its 100% money-back guarantee right on the catalog's opening spread and promises a full refund — including freight both ways. The book also offers “5 easy ways to order” and tells customers 15 reasons why they'll love dealing with New Pig.

Idea to steal
Many business-to-business catalogs focus on selling commodity products rather than building a brand. But New Pig offers “unique, fun branding in an unlikely product context.” On either side of the Atlantic, customers shopping for items such as absorbent Pig socks enjoy a chuckle. — JT

Creative directors: Beth Love, Leroy Eckenrod
Marketing director/print buyer: Allyson Bryan
Merchandisers: Darran Hamilton, Gayle Paterson
Project manager: Edward S. Engle III
Designers: Stephanie Yingling, Brenda Kerr, Kevin Ludgate, Laura Shoup
Copywriter/translators: Dustin Hess, Andrea Bartus
Prepress: Julie White, Gina Baker, Jennifer Harker
Photographer: McManus Studios, Gina Baker, Alan Stewart
Illustrator: Bruce van Patter
Printer: Wyndeham
Cover paper: 250 gsm, wood free gloss board
Text paper: 80 gsm, UPM Finesse gloss
Trim size: A-4 210mm × 297mm
Number of pages: 156

SILVER: PRINT CHANNEL

The Orvis Co. | Men's Clothing, Late Summer 2006 (U.K.)
All-American Orvis aims to outfit enthusiasts of the Great Outdoors. But will the concept play in the U.K.? You bet it will. The company's U.K. Late Summer 2006 edition of its Men's Clothing catalog stays true to its affinity for the natural environment. With a headline on page 4 proclaiming: “A cowboy for this millennium,” Orvis appeals to consumers who see themselves as rugged and adventuresome — whether they ride an Angus steer on a farm in Surrey or the Underground in central London.

Why it won a Silver Award
Strong merchandising, excellent descriptive copy, and clean design drive this 48-page book. From the “organiser travel waistcoat” pictured on the cover to its rhinohide trousers to its bandera leather jacket, the catalog offers what its core audience wants and knows how to sell it to them. “Very good product showcasing and describing,” reads one judge. Another panelist added that Orvis's “strong brand image is distinctive and consistently upheld.”

The president's letter speaks eloquently about the history of the business and how its customers experience a way of life that “expresses a deep appreciation for the natural environment and a lifestyle steeped in the sporting traditions and fly fishing.” The letter also does a good job stressing Orvis's commitment to service.

Products such as a silk microcanvas shirt, twill trousers, and a lambskin flight jacket point to the catalog's traditional late summer collection. “And the clean, uncluttered design appearance belies its efficiency,” said one judge, who praised the book's “transitional season catalog execution.”

Why it didn't win a Gold Award
Overall, the catalog's front cover “might have been more colorful,” said one panelist. “And the back cover's listing of stores and minimal Website address and phone information makes the catalog look less interested in generating an immediate direct response order.” — JT

Creative/advertising director: Bill Eyre
Art directors: Tim Achor-Hoch, Roger Edholm
Marketing director: John Rogers
Marketing manager: Lori Vilbrin
Merchandise director: Laurie Kunz
Production director: Meg Cassin
Customer service director: Lorna Connors
Production manager: Susan Murphy
Copywriter: Tim Bronson
Photo producers: Susie Stuart, Bev Kerr
Photography: Macomber
Printer: Winkowski Quadgraphics
List broker: Mokrynski International
Cover paper: Self cover
Text paper: 51 gsm, LWC Galerie Bright Portrait
Trim size: 202 mm × 267 mm
Number of pages: 48

SILVER: WEB CHANNEL

The Orvis Co. | www.orvis.co.uk
Selling to consumers in the U.K. is just like selling to Americans, right? After all, we speak the same language, sort of. Well, creating an international site — even for the U.K. market — is not quite that simple. “You must take cultural and language differences into account on international sites, or you will fail,” as one judge bluntly put it. Happily, Orvis knows this, and that's part of the reason the merchant's site is a Silver winner.

Why it won a Silver Award
Orvis speaks to its U.K. customers in their native tongue, for one. “Copy has been thoroughly reworked to include British spellings and proper product names, such as ‘breeks' instead of knickers, and ‘trousers' instead of pants,” said one judge. “Straight text blocks are used instead of bullets and outline forms, but the copy blocks are short and concise enough to be effective.”

Here's the description for Orvis's Presidential Microfibre Long Sleeve Shirt: “This basic button-down is anything but basic. In fact, we gave the prototype to our company president, and he claims admiring women adore the shirt whenever he wears it. We believe him. The poly microfibre has a drape just like silk, but with an incredible, soft peach-skin finish that just demands to be touched. It's also an excellent travel fabric. It packs flat, works well under a jacket, and sheds wrinkles so easily that it will come out of the dryer without needing any ironing.”

One criticism: The copy could actually be more U.K.-specific, noted one panelist.

The site is “very similar to its U.S. cousin, but lacks some of the selling propositions and calls to action resident on the U.S. site,” pointed out a judge. “Having spent time in England, I would have a fairly high confidence level that this is because the British are more sensitive to ‘being sold.' Therefore, I would not expect the same level of promotional effort on this site — the people in the target market probably just want an efficient and elegant shopping experience.”

Along the same lines, a panelist added, the Orvis U.K. site lacks the customer reviews and recommendations of the U.S. version. “But otherwise the merchandising is similar — which is to say, very good to excellent,” the judge said. “Cross-sells are weaker on the U.K. site, possibly because there are fewer accessories in the product lineup.” For example, the site doesn't show belts as a cross-sell for men's trousers.

Why it didn't win a Gold Award
The site's navigation was a weak spot. “The search function needs a lot of work,” said one judge, “and the site speed could be better.” What's more, the panelist complained that the Live Chat function didn't seem to work, “and I tried more than once.”
— MD

Creative director: Jason Tors
Marketing director: Brad Wolansky
Website designer: John Stalcup
Merchandiser: Patrick Livingston, Dawn Fisher
Copywriter: Kimberly Bellamy, Tim Bronson, Lucinda Heuschkel, Eric Rickstad