When reviewing New Pig’s 2003 Buying Guide, the normally caustic judges sounded like giddy teens discussing their latest crush: “I love the way they show people using the product.” “I love how they craft benefit headlines while managing to get the name of the product in there.” “I love that they invent products for you if you ask them to.”
How had this catalog of industrial cleanup and maintenance supplies seduced our cynical panelists? Let’s start with the front cover. The quirky photo of three dirty pigs bathing in a bucket of suds certainly grabs attention in a way that the typical industrial supplies catalog doesn’t. Then, too, there are the cover lines “Over 300 new products!” and “Free Gift! Details inside.” Clever and hardworking, the cover “is definitely consistent with New Pig’s brand,” said a judge.
The same could be said for the inside front cover, a gatefold touting improvements that New Pig made to the book: a new line of Facility Savers maintenance products; charts to aid in product selection; new technical tips; and more. Space was also devoted to explaining the “5 easy ways to order” and to a table of contents complementing the color-coded section tabs on the right side of the pages.
Merchandising received top marks, thanks to what the panelists agreed is an outstanding assortment and organization. The opening page of each product section features a detailed listing of subcategories and subsubcategories. There’s also an index in the back, along with Uncle Ben’s Item Listing, which organizes the products by SKU number — “great for ‘purchasing wienies,’” said a panelist. And if none of New Pig’s 3,200 items fit the customer’s needs, the company does indeed offer to “invent something for you.”
That sort of willingness to go above and beyond is doubtless why New Pig received raves for customer service as well. In addition to an unconditional guarantee, New Pig offers free samples, auto-replenishment, free tech support, EDI ordering, quantity discounts, no minimum order requirement, and same-day shipping of 98.8% of its orders. What’s more, the catalog devotes nearly a dozen pages to discussing its services. “They’re not so beholden to square-inch analysis that they don’t give space to talk to customers,” noted a judge.
Let’s not overlook the benefit-laden headlines — New Pig sure didn’t. “Protect your racking and equipment with rugged steel Machine Guards!” “Pipe Bollards maintain a safe clearance between plant vehicles and structures.” “With just a simple adjustment, this Guard protects equipment from 52″ to 108″ wide.” And that’s just one page worth’s!
It’s easy to see, then, why the judges deemed New Pig so lovable…and why they gave the catalog a Gold Award.
New Pig Corp.
One Pork Ave.
Tipton, PA 16684
Company founded: 1985
Creative directors: Leroy Eckenrod, Ames Parsons
Marketing director: Mark DeYulis
Product merchandisers: John Fraundorfer, Mark Woytowich
Project managers: Stacie Fronk, Krista Rehm
Designers: Larry Gonzales, Brenda Kerr, Beth Love, Ames Parsons
Copywriters: Dustin Hess, Sue Williams
Photographer: McManus Studios
Illustrator: Bruce Van Patter
Print buyers: Pat Driscoll, Donna O’Brien
Prepress provider/printer: Quad/Graphics
List manager/list broker: Edith Roman Associates
Cover paper: 100 lb. #3
Text paper: 40 lb. #4
Trim size: 8″ × 10-1/2″
Number of pages: 410