SILVER: Catalog Channel
The Pond Guy, Late Spring 2010
The Pond Guy made a splash at this year’s MCM Awards as “the go-to place for pond supplies!” enthused one judge. Even if you are not in the market for pond, lake and water garden supplies, a judge remarked, “you immediately understand the problem this brand solves.”
WHY IT WON A SILVER AWARD: The Pond Guy has “a clear vision and great strategies in place to achieve marketing goals,” one judge said. “They’ve got a dense catalog which makes it viable, they aim to be the leader in this field, and they really understand the product and the customer — as well as all the basic catalog principles.”
Judges raved about the editorial copy that educates customers about the products and builds authority and brand. One judge who described the copy as “exceptional” added: “Especially well executed are the many callouts, sidebars and explanations.” And the use of customer testimonials effectively demonstrates how the products solve problems.
WHY IT DIDN’T WIN A GOLD AWARD: Judges had some issues with the cover. Some liked the cover shot of a beautiful pond, but wanted to see a more dramatic photo of better quality. And the cover type takes away from the impact and makes it harder to read. Perhaps the biggest challenge, a panelist added, is the photography, “which is often dark and muddy, and which in many cases may be vendor shots.” — JT