22nd ANNUAL MULTICHANNEL MERCHANT AWARDS

Business Specialty

GOLD: PRINT CHANNEL

New Pig Corp. | The Big Pigalog Buying Guide 2007
In 1985, New Pig invented the world's first contained absorbent — the PIG Sock — to help clean up oil spills and leaks around machinery, and revolutionized industrial cleanup forever. Nearly 25 years later, New Pig has grown into a multichannel, multibrand supplier of products designed for spill containment, industrial safety, and plant maintenance to industrial, institutional and governmental facilities. But it hasn't forgotten its roots, and that's one of the reasons why New Pig is a perennial MCM Award winner.

Why it won a Gold Award
Quite simply, “the best I've ever seen in introducing a company and its policies in a fun, engaging manner,' said one judge. The opening spread gives 15 reasons why you'll love doing business with New Pig.

The judges glowing remarks weren't reserved solely for the marketing concept. Copy and headlines were compelling. “Wow, great copy, great headlines. This catalog is the best.” The headlines, such as “Absorb twice as much as other maintenance socks with Pig Super Socks,” give the benefits and usage of each product. Then NewPig drives the point home in the copy, which is easy to read and understand even for non-experts. “The SKU index is ideal,” said one judge. “Purchasing agents must love this!”

Following Porky, Arnold, and Wilbur, New Pig's mascot Sparky is a swine superhero in his own right. By giving the cartoon pig a personality, New Pig takes an industrial product line that could put people to sleep and makes it fun. “The personality of the pig comes through in their introduction of the company as well,” declared one judge.

Although New Pig skews whimsical, the company is deadly serious about spillage and spill containment. On page 51, two competing photos labeled “problem” and “solution” depict two ends of the spectrum. The supporting copy tells the customer why they should choose NewPig. “The Pig Pan is sturdy and wide based to catch drips. Use it on the floor instead of the unstable coffee can. It won't spill if you kick it or accidentally bump it. The Pig Pan holds a whopping 103 ounces of oils, coolants, solvents, and water….”

New Pig doesn't skimp on service. Judges raved, “excellent in every way,” from the efficient order form to the easy-to-find pink customer service pages. “That's an ideal location toward the back of the catalog,” said one And the guarantee, as another famous animal pitchman might exclaim, is “Grrrreat!”

Idea to steal
It's been said many times that New Pig makes a serious line seem enticing, but let's let the panel say it again: “There are no excuses,” chimed in one judge. “Any product can be presented in a fun and interesting manner.— MDF

Executive directors: Doug Hershey, Nino Vella
Marketing directors: Mark DeYulis, John Fraundorfer, Tammie Shoop
Merchandisers: Jackie Billy, Chris Dilley, Doug Evans, Ray Fedeli, Dan Ferrell, Chris Iuzzolino, Tim McMillen, Mike Shouldis, Mark Woytowich
Creative directors: Stacie Fronk, Beth Love, Ames Parsons
Project managers: Michael Haslet, Lonna Pfeffer, Krista Rehm
Designers: Gina Baker, Lori Erickson, Brenda Kerr, Kevin Ludgate, Jeff Schiefer, Stephanie Yingling
Copywriters: Andrea Bartus, Norman Benford, Keith Eldred, Dustin Hess
Photography: Gina Baker, McManus Studios
Illustrator: Bruce Van Patter
Printer: Quad/Graphics
List management/broker: Edith Roman Associates
Cover paper: 100 lb., grade 1, Sterline Ultra
Text paper: 40 lb., grade 4, Capri Press
Trim size: 8" × 10-1/2"
Number of pages: 482

SILVER: WEB CHANNEL

Chief Supply | www.chiefsupply.com
Chief Supply celebrates its 10th year as an Internet retailer serving the public safety and surveying industries with supplies from hundreds of manufacturers. The Silver-Award-winning Website's product line includes uniforms, medical supplies, gifts, vehicle warning lights, and footwear.

Why it won a Silver Award
Judges praised the Chief Supply's wide selection of products within all categories, and its excellent cross-selling and upselling. For example, the page for a water backpack includes must-buy suggestions, such as fire gloves and forest-fire shelters for firefighters. The site seems to sell all applicable gear and apparel for the target audience.

Judges also cited the smooth navigation and usability of the site. “It uses large fonts and easy to understand product descriptions, and they make it easy for the customer to get a catalog or sign up for its newsletter,” a panelist said.

The panel was also impressed with Chief Supply's customer service and ordering; some described it as very explicit and confidence building; plus, it offers plenty of ways to get help. For example, a “helpful links” tab in the sidebar allows the customer to check on an order or contact customer service; another link tells customers why they should shop at Chief Supply.

Why it didn't win a Gold Award
Though Chief Supply caters to public safety and surveyors, this message isn't relayed on the home page; in fact, the home page made it appear to be a site only for uniforms. “A short statement about the company and products would be nice on the home page,” a judge said. What's more, “the page would also look more cohesive with fewer fonts and less reverse type.”

Another problem: The search results return way too many unrelated items, said a judge. Typing in “gloves” in the search engine brought up 151 items, ranging from safety gloves to work gloves to latex gloves.— TP

Creative director/Webmaster: John Procopio
Marketing director: Bob Lucas
Website designers: Eddie Thompson, Anthony St. Clair, John Kawaguchi
Merchandisers: Shannon Hawks, Julie Briest, Alyssa Cowell, Rita Silver, Ray Espy
Copywriter: Anthony St. Clair
Photographer/illustrator: Craig Ramsey, John Silla, Mike Carroll