GOLD: Catalog Channel
Army and Air Force Exchange Service
Given continually rising paper, production and postage costs, marketers continue to look at ways to downsize their print catalogs. The Computer and High-Tech Equipment and Software: Army and Air Force Exchange Service (AAFES) shows how a small book can make a big impact — and win a Gold Award to boot.
WHY IT WON A GOLD AWARD: The judges agreed that AAFES did a stellar job of presenting a well-edited selection of somewhat technical products within very restricted confines — 40 pages measuring 7-1/2″ × 7″1/2″. The offering included cameras, video recorders, computers, TVs and audio equipment from major brands, but not every SKU from every manufacturer. “The product selection is what it should be for a book of this nature and size,” said one panelist.
The lack of space meant that the product copy had to focus on features rather than benefits, with virtually no romancing of the products. But for many items, AAFES included a “Key Features” sidebar with easy-to-read bullet points calling out what distinguishes Model X from Model Y. The “Digital Bits” sidebars explain terms and features.
IDEA TO STEAL: Several judges said that AAFES appears to have relied largely on vendor-supplied art. By consistently silhouetting the images, however, while varying the sizes as appropriate and making judicious use of lifestyle shots, “the imagery looked cohesive,” said a judge. — SC
SILVER: Catalog Channel