22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

Syndicated/Co-op

GOLD: PRINT CHANNEL

Catalyst Communication | Black Creek Outfitters, Spring/Summer 2006
By combining a deep merchandise assortment and a boatload of product knowledge, Black Creek Outfitters is the outdoor enthusiast's best friend. Or to be more accurate, it's the outdoor products retailer's best friend.

Why it won a Gold Award
Judges awarded Black Creek Outfitters high marks for copy that resonates as the voice of the traveler/adventurer. In describing a pair of $220 hiking boots, the headline copy begins “Durable enough to support 30-plus pound packs, but light enough to keep you going mile after mile.”

Clearly, the copy is geared toward a customer. The copy is brief where it needs to be and lengthy where it benefits the customer. The judges liked the use of callouts and the benefit-laden text such as “Duralite polyethylene makes the boat 20% lighter.”

As a syndicated book for retailers, the catalog's mission is to drive customers to the store, and “they do an excellent job of creating the desire,” remarks a judge. The staff is experienced and talented in their respective fields and are willing to share their knowledge.” The 10%-20% coupons redeemable at the store, online and via the telephone, tie in all the channels.

Because the catalog is a store traffic piece, “the back cover's focus is more on identifying how to get to the store and the benefits of the brand, as opposed to actually selling an item,” declared another judge, “That logic serves them well.”

The sidebars offer additional information about national parks to visit. The editorials are interesting and provide the appropriate setting for the catalog. Merchandise reflects the marketer's passion, remarked one judge. “You can tell they love this. It's a nice mix geared to the outdoor enthusiast.”

From a production standpoint, Black Creek uses graphics and charts to help customers understand products and make better choices. “They take the love of individual travel and adventure and present it on the page,” said one panelist.

Idea to Steal
Whether you have three retail locations or 30, creating reasons to shop at the stores doesn't have to be pushy or an added step in the buying process. Black Creek's back cover highlights a series of events for the weekend warrior: a 50-mile trail run, a demonstration on how to perfect your kayaking technique, as well as information about an upcoming fishing tournament. “The catalog helps the reader formulate an opinion that they need to stop by to shop and learn from the experts.”
— MDF

Designers: Diane French, Kristal Boni
Creative director: Leslie Bohm
Marketing director: Greg Mears
Print/production director: Theresa Regnier
Copywriter: Diane French
Photographer/illustrator: Muench Photography
Printer: Times Printing
List manager: Billy Edwards
List broker: Chilcutt Direct Marketing
Cover paper: 80 lb., Productolith dull
Text paper: 70 lb., Productolith dull
Trim size: 9" × 9-1/4"
Number of pages: 20

SILVER: PRINT CHANNEL

BMW | 2006 BMW Guide
Few things in life are more exhilarating than riding through the open spaces with the wind ripping through your hair — especially if you're atop a BMW touring motorcycle. By combining plenty of attitude, tight pagination, and a deep product assortment, The 2006 BMW Guide demonstrates its authority in the automotive accessories marketplace.

Why it won a Silver Award
BMW realizes that multichannel customers are more valuable than single channel customers. That's why it's inserted coupons to motivate the customer to come into the store. A useful map for customers also “makes it simple to plan a trip to the store,” says one judge. “It's very clean and easy to shop.”

At the outset, BMW sets the mood using aspirational photography. “The front cover images are engaging and appealing to both men and women, giving the feeling of adventure,” said one judge.

BMW uses creative to draw in the motorbike enthusiast. Headlines at the top of each page, such as “Add Pavement, Gravel and Dirt. Stir for Days,” demonstrate the marketer's ability to grab the reader. One judge thought the marketer wandered a bit too far afield, though: “Some of the text meanders more than necessary and tries too hard to be cool.”

Judges praised BMW's editorial efforts to explain key benefits of its high-end motorcycles. For example, BMW takes pains to instruct riders on the art of plugging a tubeless tire: “Using an auger or your plugging tool (the screw driver-like thing with the split end), ream out the inside of the hole, Thread the plug into the plugging tool. Coat the plug and hole with rubber cement. Push the plug into the hole, hold it there for a minute, then pull the tool out. Let the glue bond for 15 minutes, then inflate your tire …”

Why it didn't win a Gold Award
Judges thought an opportunity was wasted on the back cover. “The back cover needs to work harder,” said the judge, who explained that perhaps BMW could feature one of its high-end $15,000 motorcycles on the back cover. Instead, a grainy, black-and-white image of a gathering of tour bikers on the left corner “is barely visible.”

Several judges remarked that the catalog didn't convey the BMW brand's value. “The name BMW is integral to the products, but never elaborated on in the editorials, which is a missed opportunity,” said one panelist.
— MDF

Director/creative director: Sasha Halenda
Designer: Lucas Deckinga
Marketing director: Pete Swenson
Print/production director: Judy Freeman
Copywriter: Lee McCormick
Printer: Royle Printing
List manager/broker: Robert Shires
Cover/text paper: 80 lb., Influence gloss book weight Trim size: 9" × 10-3/4"
Number of pages: 16

SILVER: PRINT CHANNEL

Tessco Technologies | The Wireless, Guide, Volume 24
At more than 1,600 pages, the Wireless Guide from Tessco is not just a reference tool, it's a weapon. But for the professional who builds, designs, and maintains wireless technologies, Tessco is no doubt the industry bible.

Why it won a Silver Award
The front and back covers use white space for a clean, modern look. But the real payoff begins when you open the book. As one judge said, the first few pages “are exceedingly well done” with indexes, information on selecting products, and where to find “how-to” advice from wireless experts.

“The opening section pages have interesting facts, how-to information and education on the industry,” noted a panelist. “This is well done.”

Since the catalog is two inches thick, navigation is crucial. And that's where Tessco scores. “The importance of navigating through this warehouse on paper is recognized with the tabbed sections and different types of indexes,” explained a judge.

Page after page painstakingly details Tessco's wide selection of products such as base antennas, transmission line, and site hardware — complete with a comprehensive list of specifications and product features. And since today's customers are concerned about shipping and handling charges, Tessco carefully lists the product's weight in the copy so there are no surprises at checkout.

Tessco offers wireless professionals such as site managers, field engineers, and installers continuing education and certification courses on topics like data networking, fiber optic networking and radio frequency. “Offering the training classes is a wonderful differentiator and reinforces Tessco's position as a leader in the industry,” said one judge.

Why it didn't win a Gold Award
The cataloger could make it easier for customers to shop, remarked more than one panelist. “The product names were the same color as the icons for new products, which reduced ease of shopping,” said one panelist. And Tessco's font point size is often in ‘mice type,'” said yet another judge, which is difficult to read. The judges also gave Tessco low marks for not making proper use of the traditional catalog hot spots, such as the front and back cover.
— MDF

Marketing director: Steven Lehukey
Cover paper: 12 pt. C2S, #3, Kruger
Text paper: 30 lb., Krukote #5
Trim size: 8-3/8" × 10-7/8"
Number of pages: 1,610