Industrial Supplies, Silver Award: Stoner: Clean, Lube, & Protect, Summer 2000

Talk about a “call to action” cover. Stoner’s Clean, Lube, & Protect cover depicts an army of industrial cleaning and lubricating spray cans staring down the reader. Customers “can’t miss the message,” said one judge. The arrangement shows the vast assortment included in the catalog and lets customers know what to expect. And as if the image isn’t compelling enough, bright yellow boxes at the bottom highlight offers for free shipping and a free 12-can “critical cleaning kit” with your order.

Once you open the catalog, the breadth of products is astounding. As one judge commented, “This is indeed a real specific niche market, but the catalog covers a wide variety of needs.” With merchandise as targeted as air dusters, rust preventives, and antistatic screen wipes, this catalog seemingly tackles every industrial cleaning, lubricating, and protecting need.

Stoner makes good use of “how to” copy to ensure that customers are informed and can select the proper products for their needs. “The headers are particularly good and benefit-related,” according to one judge. But most of the panel agreed that the style of the copy is inconsistent enough to make the flow of the catalog seem disjointed.

From a design perspective, the catalog is bold, bright, and easy to navigate. The headlines are well placed and easy to read, while cleverly designed spreads showcasing latex gloves and specialty cleaning brushes prompted one judge to declare the catalog “a good marriage of the design and the product.” The design is “well aligned with the product category,” another panelist agreed. The heavy paper stock (60 lb.) surprised the judges, though they concluded that Stoner must have used it to give the book a longer shelf life.

On top of the free shipping and cleaning kit offers emblazoned on the front cover, Stoner boasts several other services that impressed the judges, such as trial orders, coupons on the order form, and volume discount promotions — a key feature in inspiring loyalty among businesses. And the company’s guarantee and return policy are well reinforced, making judges feel confident in the company’s ability to not only deliver the goods but also provide personal and attentive customer service.

Stoner gives customers a great selection of products within its niche, in a most refreshing manner. The panelists agreed with the judge who summed up the catalog by saying, “This is an example of how something seemingly mundane can be made exciting.”

1070 Robert Fulton Hwy.
Quarryville, PA 17566
Company founded: 1941
Catalog founded: 1996
Director: Rob Marchalonis
Designer/marketing manager:
Jeff Campbell
Merchandiser: Ann Roberts
Copywriters: Jeff Campbell,
Rob Marchalonis
Photographers: Tim Schoon,
Lin Wagner
Printer: Quebecor World
Color separator: Lancaster
Cover/text paper: 60 lb.
Number of pages: 24
Trim size: 8-1/4″ × 11″

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