GOLD: Print Channel
L.L. Bean Home, Spring 2008
L.L. Bean’s spring book is like a breath of fresh air. “Here in Maine, spring’s still months away, but that doesn’t mean we can’t dream of throwing open the windows and welcoming in the warm spring air,” begins the book’s the institutional copy. As soon as you see this catalog, it seems spring has sprung.
WHY IT WON A GOLD AWARD: When looking at the front and back covers, one panelist remarked: “You know it is Bean without even seeing the name. This is great design and production.”
The catalog design encourages lingering over the pages, said one judge. “The imagery not only clearly shows the merchandise, but also reinforces the brand’s ‘I want to be there’ inspiration.”
The copy closes the sale, answering questions and reassuring the reader of their purchase decision, said a panelist. “There’s a nice use of pacing techniques and consistent callouts referencing the Website. Well done.”
IDEA TO STEAL: Great photography is a must, but don’t skimp on styling. Creating the appropriate lifestyle imagery pays off. — JT
Director: Don Oakes
Designer: Cindy Butler
Creative directors: Jenna Klein Jonsson, Marcia Minter
Associate creative director: Christopher Seid
Marketing director: Nancy Dynan-Fischman
Print/production director: Jason Kendeigh
Copywriter: Ruth Otterstein-Mueller
Art director: Sandra Wang
Printer/color separator/prepress provider: Quad Graphics
List broker: Millard Group
Next Page: Smarthome
SILVER: Web Channel
The name Smarthome sums up what this merchant does. It’s not only a seller of products designed to make a home more energy efficient, but a Web marketer of gizmos and gadgets you can use to wire a home for home theater, sonic products to control pests, and other items to keep a home secure.
WHY IT WON A SILVER AWARD: Smarthome.com contains a wealth of information for the home automation enthusiast. “Offers are front and center, and easy to read and understand,” said a judge. The “narrow my search” and navigation functionality impressed the panel, and the checkout is clear and intuitive.
There are plenty of calls to action, and nice cross-sell and upsell features. The product detail pages include customer ratings, instructions and downloadable PDF manuals.
WHY IT DIDN’T WIN A GOLD AWARD: Numerous terms for SKUs sold on Smarthome.com were not well indexed in the search engines. — TP
Creative director: Isaac Sanz
Marketing Director: Mike Scharnagl
Webmaster: Allison Lockyer
Website designer: Elad Lavi
Merchandiser: Laurie Maroni
Copywriter: Kyle Mears/Megan Overholser
Photographer/illustrator: Jonathan Guerra
Web/online analytics: Garrett Sisley/Sandeep Gupta