San Francisco Music Box & Gift Co., Collectors Showcase 1999

A Silver Award winner in the Gifts Under $75 category, San Francisco Music Box won especially high praise from one judge: “The company has impressive private-label products and exquisite presentation that makes the under-$75 assortment look like high-end merchandise.”

The overall design of the catalog drew rave reviews from all the judges. One panelist singled out the way the cover shot flowed directly to the item description on page 3. Speaking of the cover, however, several judges said that the San Francisco Music Box & Gift Co. logo would better reinforce the brand if it were moved to the top of the cover.

Otherwise, the judges felt that the cover accurately represented what was inside: a wealth of merchandise for both collectors and gift buyers. Inside, the top-quality photos and the vivid colors of the spreads won over the judging panel. One panelist summed up his reaction to the photography in a single word: “Wow.”

The judges found the catalog’s copy equally compelling, with detailed descriptions that help readers appreciate the value and quality of the goods. The catalog also gives readers specifics about where and how the products are made, information of interest to its discerning audience.

Judges were delighted to see a selection of collectibles from around the world, which added mass appeal. They also approved of the expansion into nonmusical merchandise, such as figurines and jewelry, which helps boost revenue as it appeals to a wider audience. But some judges contended that the catalog could do a better job of conveying its customer service policies, which are buried in the order form in fine print.

Nonetheless, San Francisco Music Box does provide some customer-friendly service. For instance, its lifetime warranty lends credibility, while its Collector’s Club inspires customer loyalty. This hard-working catalog truly capitalizes on the potential for repeat customers.

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