You’re not getting older, you’re getting better” — that certainly applies to our industry. The possibilities of catalog marketing have expanded thanks to the Internet and other interactive media, as well as to improved print and production technologies.
And this year’s crop of Annual Catalog Award winners are a case in point. Yes, they enjoy advantages that entrants of our first Awards program, 20 years ago, couldn’t even dream of (digital workflows! PhotoShop! online sourcing!). But they also face challenges that didn’t exist 20 years ago (competition from online-only merchants, increased customer expectations due to technology changes in the world at large).
The catalogers honored this year are turning the challenges to their advantage, using their print vehicles as a vital element of their overall business. It’s not just about the catalog — just as the judging itself isn’t just about the creative or the financial results. In this multichannel age, the whole really is greater than the sum of the parts — but the parts have to be pretty darn good to begin with. This year’s winners started with stellar keystones to build exceptional businesses.
Judges 2005
Geoff Batrouney | executive vice president Estee Marketing Group
Monique Berger | director of print production The Territory Ahead
John Borta | vice president, sales operations Newark InOne
Chris Carrington | president | Catalogs by Lorel
Sandra Cooper | vice president, creative account services | Marke Communications
Michael Eisenberg | director of marketing Musician’s Friend
Larry Geiger | vice president, marketing communications and membership | American Management Association
Jim Harkins | principal | Jim Harkins and Partners
Steve Hawco | vice president | Lego Shop at Home
Dan James | vice president, business development Carolina Biological Supply Co.
James Klaus | president | Children’s Wear Digest
Mary Ann Kleinfelter | owner | Marketing Solutions Today
John Lenser | president | Lenser
Neil Mulhall | president | Silhouettes
Phil Niemeyer | president | Nasco International
Don Oakes | senior vice president, direct channel L.L. Bean
Tom Rosenbauer | marketing director | Orvis Rod and Tackle
Jack Rosenfeld | president | Potpourri Group
Jack Schmid | founder | J. Schmid and Associates
Al Schmidt | president | The Schmidt Group International
Jonathan Shapiro | president | Lillian Vernon
Tom Shinick | president/CEO | Corporate Development Partners
Linda Spellman | director of direct marketing Restoration Hardware
Tom Tweedie | director, catalog and Web marketing Day-Timers
Craig Winer | vice president | Garrett Wade
Maria Youth | vice president, catalog and Internet Lenox Collections
INTERNATIONAL JUDGES
Gordon Ellis-Brown | managing director Sundance Ltd.
Klaus Göz | director of business development Accenture GmbH
Martin Gross-Albenhausen | group publisher | FID Verlag GmbH, Der Versandhausberater
Iain MacDonald | principal | Casa Consulting
Fabian Villegas | president | LatinoDirect
Directory
GOLD WINNERS
p. 17 | Catalog of the Year AND Computer Equipment and Software | Black Box Corp., Network Services 2004-2005
p. 18 | Apparel | L.L. Bean, Clothing for Women, Holiday 2004
p. 20 | Business Clothing | Aramark, Outerwear Buying Guide, Vol. C165
p. 22 | Business Specialty Products | Galls, Law Enforcement 2004 Summer Catalog
p. 23 | Children’s Products | Hanna Andersson, Holiday 2004
p. 24 | Consumer Specialty Products | Patagonia, The Edge Book, Winter 2004
p. 26 | Food | Harry and David, Holiday Book of Gifts 2004
p. 27 | Gardening | Jackson & Perkins, New Roses 2005
p. 28 | Gifts Over $75 | L.L. Bean, Holiday Gifts 2004
p. 30 | Gifts Under $75 | Harry and David, 2004 It’s Not Too Late!
p. 31 | Hardware | McFeely’s Square Drive Screws, 04K
p. 32 | Industrial Supplies | New Pig Corp., The Big Pigalog, 2005 Buying Guide
p. 33 | International Business-to-Business | New Pig Corp., The Big Pigalog, 2004 Buying Guide (UK)
p. 34 | International Consumer | United Rentals, Catálogo de Equipos en Alquiler 2005
p. 36 | New Consumer Catalog | Mayfire, BMW MotoGuide 2004
p. 37 | Office Supplies, Furniture, and Stationery | Office Depot, Big Book, August 2004
p. 38 | Retail Traffic Driver | Patagonia, Fall 2004
p. 40 | Sporting Goods | The Orvis Co., The Sporting Tradition, Fall 2004
p. 41 | Travel | Wilderness Travel, Journeys for the Year 2005
p. 42 | Wholesale/Dealer | Jackson & Perkins, New Roses for 2005
SILVER WINNERS p. 43-44
FINALISTS p. 45
Company information for each profile has been provided by the Award entrants. Profiles written by Sherry Chiger, Melissa Dowling, Rama Ramaswami, and Heather Retzlaff. For information about entering next year’s Awards, contact Heather Retzlaff at 203-358-4233 or hretzlaff@primediabusiness.com
WINNER
CATALOG OF THE YEAR COMPUTER EQUIPMENT AND SOFTWARE
Black Box Corp. | Network Services, 2004-2005
It was tempting to simply cut and paste last year’s Catalog of the Year profile here, since the winner is the same. That’s right, for the second year in a row, Black Box Corp. won Catalog of the Year for its core networking services book.
But the judges have found new features to praise in this year’s entry, starting with the front cover. “The two most important elements — company name and product line indication — are foremost in the creative,” said a judge. “Excellent.” The panelists also appreciated how the cover image, a close-up of input plugs and jacks for data, voice, and video, “portrays the brand well” while eschewing the black background or product-clogged design typical of tech covers.
Inside, Black Box doesn’t sell a single product for the first 17 pages. Instead it devotes that valuable real estate to establishing its credentials, describing its services, and sharing customer testimonials. With its free round-the-clock tech support, installation services, “one source complete solutions” (“a single point of contact for design/engineering, products, installation, and maintenance”), and promise to answer all calls within 20 seconds, “it looks like no one could touch them in this category,” said a clearly awed panelist. “They’re the voice of authority.”
Several of the judges admitted that they knew next to nothing about the Black Box product line, which encompasses cables, connectors, desktop telephony, modems, transceivers, workstations, and even cabinets and racks. But after reading through the copy, said one, “I’m starting to believe I could network my offices with their help!”
“Every item header has a product benefit in the second line,” added another judge. “This is very effective in helping buyers to determine what each product will do for them. The large amounts of data are very well handled.” The use of bullet points to single out product features adds to the ease of reading and avoids producing dauntingly dense blocks of type.
The well-paced pagination, detailed product photography, and use of diagrams when appropriate also help to make the wealth of merchandise and information more accessible. “The design is utilitarian, but it should be,” said a panelist. Another said, “It’s a wildly intimidating product line and selection, but thanks to the design it looks like it would be easy to make choices. It makes cables and connectors look fascinating!”
In fact, when asked what this catalog does to differentiate itself from others, the judges agreed that it makes “mundane products easy to understand and interesting” and that it “handles a huge product line in an effective, creative manner.” Perhaps even more important, they also agreed with the panelist who, referring to the comprehensive lifetime services offered, said, “They sell a complete solution and relationship, not product!” In an era where comparing product prices and features is as easy as a click of the computer mouse, Black Box’s decision to differentiate itself by the value of its entire offering, not just its merchandise, is a winning choice.
— Sherry Chiger
BLACK BOX CORP.
1000 Park Dr. | Lawrence, PA 15055 | 724-873-7029
www.blackbox.com
Company founded: 1976
Director: Julia Leigh
Printer: Perry Judd’s
Cover paper: 120 lb., Sterling
Text paper: 32 lb., Sno-Cote
Trim size: 8-3/8″ × 10-7/8″
Number of pages: 800
GOLD
APPAREL
L.L. Bean | Clothes for Women, Holiday 2004
Is it possible to give a catalog a holiday feel without overwhelming readers with red and green furbelows? Yes, it is — as L.L. Bean’s holiday women’s apparel edition proves.
As befits its Yankee heritage, Bean is all about understatement. Its apparel offering exemplifies this: Classically styled outerwear, sweaters, pants, and the like that aren’t trendy but are never out of style either. “The merchandise is consistent throughout,” said one judge approvingly. “Nothing really innovative but very targeted.”
Warm full-page product photography homes in on the top-notch quality of the apparel. A tight shot of cashmere sweaters, for instance, is so pristine that you can all but feel them whispering against your skin. The lifestyle photography shows models wearing the apparel while sorting through pine cones, reading near a soft-focus Christmas tree, throwing a snowball — subtle reminders that the items make excellent gifts for others as well as for oneself.
The copy supports and strengthens the message of the visuals. “Dress up and dress comfortably for all your holiday occasions,” begins the description of the Velveteen Holiday Shirt. “A natural performance fabric, lightweight Chinese silk feels wonderfully soft against your skin,” promises the copy for Bean’s Silk Underwear.
Small holly icons call out exceptional values (Marled Cable-Knit Sweaters for $29, Shearling Boots for as low as $69). An icon of a sled loaded with gifts pops ups periodically to tout Bean’s “fast, reliable delivery.” Also appearing periodically are reminders of services available online, such as order tracking and Live Help.
It’s in the area of customer service, in fact, that Bean earns some of its highest scores. Paper and electronic gift certificates, monogramming and alteration services, TTY services for the hard of hearing, international delivery, gift boxing, and the famed 100% satisfaction guarantee all impressed the judging panel. “The inside front cover with the ordering and retail information is very effective — especially during the holiday season,” added a judge.
If there’s a lesson to be learned from L.L. Bean, it’s that quiet, consistent excellence can carry a brand at least as far as a loud focus on what’s hip and new. The women’s catalog offers shoppers what they expect from Bean, the panelists agreed. And given that what they expect is high-quality product and service, that’s enough.
— SC
L.L. BEAN
15 Casco St. | Freeport, ME 04033 | 207 552-2428
www.llbean.com
Company founded: 1912
Director: Marcia Minter
Designer: Erica Eysenbach
Photo art director: Cheryl Donohue
Merchandisers: Sue Fuller, Becky Egers
Copywriter: Veronique McAree
Printer: Quebecor World
Color separator/prepress: Vertis
List manager/broker: Millard Group
Cover paper: 60 lb., #3 International Paper Velocity
Text paper: 38 lb., #5 International Paper Advocate
Trim size: 8″ × 10″
Number of pages: 100
GOLD
BUSINESS CLOTHING
Aramark | Outerwear Buying Guide, Vol. C165
We’re the Business Outerwear experts!” proclaims the front cover of Aramark’s fall outerwear catalog. And with the breadth of product displayed on that cover, Aramark lets buyers know that, regardless of whether you’re part of the ski patrol at a resort, a utility worker, or even a member of a software development team, it has an outdoor garment for you.
The front cover “not only has appealing photography, but it clearly defines their promotions,” said one panelist. In addition to the products featured, “there’s lots of brand building,” observed one judge. There’s also plenty of ordering info, as the cover includes Aramark’s URL and toll-free phone number.
Inside the book, the merchandising stays true to the outerwear theme, remarked a judge: “Aramark does a great job with additional product to help add to the average order value.” For instance, along with the down jackets, fleece vests, and insulated coveralls, it sells a variety of gloves, hats, and hoods to keep workers warm and average orders high.
The design and copy both drew “excellent” ratings from the judges. “I like the mix of active outdoor photography mixed with studio shots and illustrations,” said one panelist. Another panelist pointed out that the book provides “an upscale setting for something basic — it feels like it’s offering quality merchandise.”
Aramark also makes good use of informative copy, such as a sidebar titled “What exactly is Thinsulate insulation and how does it stack up for warmth?” Another sidebar with the heading “Four-Layer Technology” explains the construction of the company’s four-layer parka. Large-type prices “are helpful and easy to read!” exclaimed a judge. The warmth rating dot whacks throughout let you know whether a coat will keep you toasty should the temperature drop to 15 degrees…or to 25 below zero.
The customer service policies are sprinkled throughout the Outerwear Buyer’s Guide, with “good promotion of savings,” a judge said. But the most compelling evidence that Aramark is worthy of a Gold Award: “Results were excellent and highly profitable,” said one judge.
Another panelist added that the catalog “does a great job making outerwear exciting to shop for.” But the highest praise for the catalog came from yet another judge, who called Aramark “The L.L. Bean of uniforms.”
— Melissa Dowling
ARAMARK
141 Longwater Dr. | Norwell, MA 02061 | 781-763-4401
www.aramark-uniform.com
Company founded: 1959
Director: Cheryl Hammond
Art directors: Chris Green, Rick Morin
Merchandiser: Judith Dunning
Copywriters: Everett Spencer, Joe Calapai
Photographer: John Burke Photography
Printer: R.R. Donnelley
Color separator / prepress provider: Color Associates
List broker: Merit Direct
Cover paper: 60 lb., #5 Madison Connection
Text paper: 34 lb., #5 UPM gloss
Trim size: 7-7/16″ × 10″
Number of pages: 104
GOLD
BUSINESS SPECIALTY PRODUCTS
Galls | Law Enforcement 2004 Summer Catalog
Galls Law Enforcement 2004 Summer Catalog is the book that cops have dreams about — and criminals have nightmares about. This heavy-hitter packs in everything from bulletproof vests to car warning lights into a surprisingly compact 436 pages. With its low prices, targeted merchandising, and focused marketing, this catalog earned a citation — er, Gold Award.
The front cover’s image of a criminal being restrained with a new type of handcuff immediately identifies what’s inside. The coverline “New! Galls has it first!” screams to customers that this book carries all the latest and greatest in law enforcement gear. The back cover, with a picture of an injured officer undergoing medical attention, is equally effective at grabbing the recipient’s attention and at selling a Dyna Med Gunshot Trauma Kit. “If you work around firearms you need this kit,” the copy reads. Both covers pull customers into the book with specific page references and product descriptions.
Galls carries that same kind of benefit-rich copy throughout the catalog by using bulleted product descriptions and charts to showcase the differences among similar products. Similarly, editorial sidebars build confidence in the company and educate customers about merchandise specifics.
For instance, one sidebar explains differences in handgun retention levels, reminding customers that higher retention levels may make it “more difficult for your weapon to be taken away from you, but keep in mind that no holster is 100% ‘grab proof.’” It’s editorial like this that lets customers know Galls is interested in their safety as well as in their orders.
The judging panel agreed that the company’s No Hassle Guarantee, stated twice on the order form, is a giant advantage and shows the emphasis that the company places on customer service. Returns are easy, with Galls even allowing returns without the original packing slip. And overnight and next-day delivery, special noncatalog orders, and five ways to order — including five stores — make ordering convenient and customer-friendly.
Although Galls’ Law Enforcement catalog offers a huge, in-depth merchandise selection, judges praised the catalog for maintaining an extremely focused marketing effort. From cover to cover, the book never veers off course. Stellar photographs, superb merchandising, creative copy, and solid customer service make this catalog a winner. As one judge commented, “It’s the best catalog I’ve seen!”
— Heather Retzlaff
GALLS, LAW ENFORCEMENT
2680 Palumbo Dr. | Lexington, KY 40509 859-266-7227 | www.galls.com
Company founded: 1967
Printer / prepress provider: R.R. Donnelley
List broker: Direct Media
Cover paper: 130 lb., Westvaco Sterling Ultra
Text paper: 28 lb., Madison SCA
Trim size: 7-3/4″ × 10-1/4″
Number of pages: 436
GOLD
CHILDREN’S PRODUCTS
Hanna Andersson | Holiday 2004
Perhaps the most distinctive feature of Hanna Andersson’s winning Holiday 2004 edition is that it approaches its target customers seriously and thoughtfully, without stooping to the “cuteness” often associated with children’s apparel.
The first thing that strikes you about the catalog is what a superlative job Hanna Andersson has done in terms of design and production. Our judges raved about the book’s ease of use, clean and stylish layouts, and high-quality printing. They were highly impressed with the colorful front cover shot, which, one of them said, “represents the brand really well without being over the top.”
The catalog’s merchandising received kudos as well, particularly the mix-and-match ideas for many items, the “family ties” created through look-alike apparel for parents and children, and the off-model photos of products worn by models elsewhere on the spread that show the items in all the colors and patterns available.
Descriptive and benefit-oriented copy supports the merchandise and excels in explaining why these products are superior to seemingly similar items sold by other apparel merchants. To wit: “Our fleecy flannel plaid is brushed for softness that rivals our coziest knits, then cut generously for comfort…” And “Exquisite flowers in rich purples, reds and pinks run like quietly flowing ribbons on this beautifully printed Danish velour…”
The catalog is customer-friendly to boot, offering Christmas delivery for orders placed as late as Dec. 23, clear instructions, and helpful size conversions (“Sizing by height is easy and accurate…No need to ‘buy big!’”). The center spread also provides information on the company’s use of organic fibers and its nonprofit Hanna Andersson Children’s Foundation.
The judges considered this book exemplary and felt that a lot could be learned from it. One of the lessons is that it always pays to do one thing well. Hanna Andersson never wavers from its focus on high-end clothing with a European flair, targeted squarely toward upper-income consumers. Using photography, layouts, and color to tell a story, establish unity of brand and style, and carry the shopper through the book, the Holiday 2004 catalog also pulls off a feat that is rare in the industry: It evokes the spirit of celebration without religious overtones, or, as one perceptive judge noted, shows you “how to sell holidays with very little Christmas.”
— Rama Ramaswami
HANNA ANDERSSON
1010 N.W. Flanders St. | Portland, OR 97209 | 503-553-3502
www.hannaandersson.com
Company founded: 1983
Director: Mary Wilson
Creative art directors: Yvette Velasquez, Chris Moser
Production director: Jody Palzer
Merchandisers: Diane Brush, Dianne Jefferies
Copywriter: Elizabeth Gottfried
Photographers: Iridio, Pete Stone, Tara Sgroi
Marketing director: Phil Iosca
Printer / color separator / prepress provider: R.R. Donnelley
List manager / broker: Millard Group
Cover paper: 80 lb., International Paper Influence
Text paper: 45 lb., International Paper Velocity
Trim size: 8″ × 10-1/2″
Number of pages: 96
GOLD
CONSUMER SPECIALTY PRODUCTS
Patagonia | The Edge Book, Winter 2004
Outdoor gear and apparel cataloger/retailer Patagonia has a serious edge: The Edge Book. The Winter 2004 edition of this title wowed the judging panel — and earned Patagonia a Gold Award.
What’s so impressive about this catalog? The front cover, for one thing. Depicting an airborne skier at dawn in backcountry Utah, the photo is “awesome,” in the words of one judge, and epitomizes the rugged lifestyle photography for which the company has become renowned.
While Patagonia lets the front cover photograph tell the story, the back cover does the heavy lifting. In addition to selling the company’s lightweight R4 fleece jacket, the back cover includes a list of Patagonia’s North American stores, contact numbers for its divisions in Europe and Asia, its toll-free number and Web address, and plugs for its gift card and environmental programs. “The back cover is a good example of having a lot of information without looking too cluttered,” said one judge.
The inside layouts tie detailed product shots to attention-grabbing action photos, “which sets the stage for need,” said a panelist. The book boasts “great spreads throughout,” added another judge, “with excellent use of color in combining nonproduct photos with products.”
Another judge gave top marks to the copy, “which pushes higher-tech material” with clean and clear benefits and justification of prices. Indeed, remarked a a panelist, garments made from weather-resistant cloth “is certainly Patagonia’s merchandising strength.” The cataloger approaches product description as pure science, noted the judges. “They provide customers with fine details on the strengths of one sweater style vs. another, making selection easier.” Related editorial also helps sell the goods.
On the service and ordering front, “you feel safe” in placing an order with Patagonia, said a judge. Another panelist pointed out that the catalog is “highly customer-oriented, with liberal return policies and the promotion of knowledgeable customer service.” The book also has a simple shipping-cost matrix and “great cross-channel promotion for retail stores,” the judge said.
But any discussion of a Patagonia catalog inevitably returns to the breathtaking photography, and how it works to expertly showcase the product line. Summed up another panelist, “It’s representation of a lifestyle.”
— MD
PATAGONIA
259 W. Santa Clara St. | Ventura, CA 93103 | 805-643-8616
www.patagonia.com
Company founded: 1973
Art director: Annette Scheid
Photo editor: Jane Sievert
Managing copy editor: Kasey Kersnowski
Production managers: Sarah Sweeny, Angela Weidmann
Creative director: Hal Arneson
Merchandiser: Kevin Churchill
Marketing director: Morlee Griswold
List manager: Ken Storey
Printer: Arandell Corp.
Separator: Seven Worldwide
Cover paper: 100 lb., Patagonia 20% PCW
Text paper: 45 lb., Patagonia 20% PCW
Trim size: 8-1/2″ × 10-7/8×
Number of pages: 88
GOLD
FOOD
Harry and David | Holiday Book of Gifts 2004
Given that just looking at the cover can make your mouth water, is it any wonder that Harry and David’s Holiday Book of Gifts 2004 won the Gold Award in the food category?
The catalog’s front cover features glistening pears and apples partnered with succulent cherries and chocolates. Spot-on sales drivers touting “lower shipping and handling” and deferred payment further entice recipients to open the book. The back cover’s gatefold, meanwhile, helps increase average order sizes by promoting the company’s Fruit-of-the-Month Club.
Inside the book, traditional cataloging techniques such as “new” icons and credibility-enhancing sidebars work alongside the crisp photography that is a staple of the brand.
Judges scored the catalog’s merchandising as nothing less than excellent across the board. In addition to the company’s trademark Royal Riviera Pears — displayed in a photograph spanning the lion’s share of two pages alongside a headline declaring the fruit “so big and juicy, you can eat them with a spoon” — products include truffles, apples, cheese, flowers, and gorgeously packaged gift towers.
Equally as fine is the catalog’s copy. One judge declared the descriptions of the fruit as almost too good to be true. The description of fresh bing cherries is a case in point: “Just imagine their surprise when they open these lustrous, deep crimson beauties. They’re grown exclusively for us in cool, high-altitude orchards in the Southern Hemisphere. You simply won’t find them this big, sweet and crunchy anywhere else.” Not only does it paint a word picture, but it also details what sets Harry and David’s product apart from the competition’s.
The catalog makes a point of guaranteeing that all food gifts will be delivered in perfect condition. As one judge said, “I like the added assurance that the gift order will arrive to the recipient in perfect condition — just like the picture!” And five extra order blanks encourage multiple gift giving. But customer service doesn’t stop there. Harry and David also guarantees overnight shipping, unlimited returns, and personal messages on labels and greeting cards.
With 70 years of business under its belt, Harry and David has definitely found the perfect mix. “This catalog, and Harry and David in general, does virtually everything right,” said one panelist. “They have perfected their product, their photography, their branding, their messaging over the years and remain dedicated to their successful formula.”
— HR
BEAR CREEK CORP.
2500 South Pacific Hwy. | Medford, OR 97501541-864-2724 | www.harryanddavid.com
Company founded: 1934
Director: Estin B. Kiger
Designers: Cheryl Lewin, Michelle Jovanovic, Dave Withers
Production director: Neal Schuler
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photographers: Ron Anderson, Eric Groetzinger, Jim Bowie
Marketing director: Mike Zodrow
Printer: R.R. Donnelley
Color separator: Color Control
List manager / broker: American List Counsel
Cover paper: 60 lb., Influence
Text paper: 40 lb., International Paper gloss
Trim size: 8″ × 10-3/8″
Number of pages: 78
GOLD
GARDENING
Jackson & Perkins | New Roses 2005
Exquisite,” “excellent,” and “brilliant” are among the many adjectives our judges used to praise the Jackson & Perkins New Roses 2005 consumer catalog. A repeat Gold Award winner this year, Jackson & Perkins continues to excel at selling high-quality flowers and plants through a catalog that, as one of the judges noted, has become a “benchmark” in its category.
The dramatic front cover, featuring a vase of luscious roses (of a variety named, appropriately enough, “Voluptuous”), compels not only the horticulturist but also the general reader to turn the page, which leads right into a breathtaking close-up of one of the blooms. The back cover features an area in which to ink-jet the recipient’s hardiness zone — an “excellent touch,” noted a judge.
As you might expect, the copy is a treat to read. One judge waxed eloquent, praising the writer as the “Hemingway of copy.” Compared with Hemingway’s terse prose, however, these copy blocks are far more romantic: “From the first lovely blush of its perfect, pastel pink buds to the uncommon, two-toned petals of its ruffly, finished blossoms, this fragrant, high-centered beauty forms an absolutely captivating garden focal point.” But the descriptions are also chock-full of benefits, specifications, planting information, and reasons to buy.
As for design and production, the exceptional photography alone sets this Jackson & Perkins book apart, as one judge said. Another pointed out that a key technique to steal is “the lost art of a tremendous closing spread,” which features a 25th anniversary sale amid stunning photographs of roses in a real-life setting, complete with lawn chairs and a pitcher of iced tea.
Sophisticated marketing tactics enhance the catalog’s appeal to its target shoppers. Our judges particularly liked the Rose Test Panel, which customers can join to select future Rose of the Year winners; the sweepstakes to win a seven-day Alaskan cruise; and the blow-ins that highlight inexpensive add-on products such as begonias. Even the order form is put to good use, featuring, in addition to ordering and shipping information, an index of plants, order and planting dates, planting instructions, and a plug for the J&P gift card.
As for the customer service policies, they are “clearly stated, customer-centric, easy to understand, and reasonable,” said one judge, who added, “My comfort level is elevated.”
— RR
BEAR CREEK CORP.
2500 South Pacific Hwy. | Medford, OR 97501 541-864-2724 | www.jproses.com
Company founded: 1872
Directors: Estin B. Kiger, Neal Schuler
Designers: Ginny Egan, Barb McDonald
Production director: Jack Kobinsky
Merchandisers: Debra Hill, Denise Tedaldi
Copywriter: Jill Thacker
Photographers: Ron Anderson, Dave Bjurstrom
Marketing director: Glen Beasley
Printer: R.R. Donnelley
Color separator: Color Control
List manager: American List Counsel
Cover paper: 60 lb., Influence
Text paper: 40 lb., International Paper gloss
Trim size: 7-5/8″ × 10-1/2″
Number of pages: 44
GOLD
GIFTS OVER $75
L.L. Bean | Holiday Gifts 2004
One reason that people cite for not buying apparel from a catalog is that they can’t feel the merchandise. L.L. Bean gets around that objection — and plenty of others — with its holiday gifts book.
The front cover photo is of a Wind Challenger Fleece jacket: “Feel the softness — and the quality” implores a coverline, above which is a die cut exposing a sample of the material that’s glued on the inside page. (And yes, the fleece is plenty soft.) “The die cut could have been a novelty,” said a judge, “but it’s nicely done and focuses the customer on a unique element of L.L. Bean’s offering while distinguishing the catalog from the glut of other holiday books.”
The catalog also uses copy to differentiate its offering from those of other merchants. At first glance, many of the flannel shirts and chinos seem no different from those sold elsewhere. But the descriptions make it clear that the Bean products are indeed different, and better. The copy for the Mini-Waffle-Knit Shirts, for instance, begins: “High-quality construction and premium materials set these classic shirts apart from the competition. The substantial 9 oz. cotton knit holds its shape, wash after wash, and fabric taping at the neck and side vets furthers its durability…” Even the humble doormat gets the VIP treatment, copywise: “Made exclusively for L.L. Bean, our Waterhogs are 33% heavier than similar doormats available. Extremely durable mats have a unique tri-denier fiber system, with thick fibers for scraping and thin fibers for wiping…”
“Bean has a clear product mission and consistency in selection,” noted a panelist. “They’ve developed a very strong brand image that reflects in their product.”
The catalog creative, the judges agreed, was similarly clear and consistent. Generous product shots were complemented by lifestyle photos in a design that is, to quote one judge, “open and not overly crowded, with lots of small extra information boxes.” These boxes call attention to service elements such as electronic gift certificates and order tracking services. The boxes also refer readers to the Website to see Bean’s complete product selection — a great example of cross-channel synergy.
“Bean knows what it wants to achieve with this book,” concluded a judge. “It has a very clear objective.” Assuming that the objective was to convince shoppers that when it comes to classic apparel and related home and gift items, Bean offers the best products and the easiest shopping experience, then this catalog achieves it admirably.
— SC
L.L. Bean
15 Casco St. | Freeport, ME 04033 | 207-552-2428
www.llbean.com
Company founded: 1912
Printer: Quebecor World
Color separator / prepress provider: Vertis
List manager / broker: Millard Group
Cover paper: 70 lb., #3 International Paper Influence
Text paper: 38 lb., #5 International Paper Advocate
Trim size: 8″ × 10″
Number of pages: 168
GOLD
GIFTS UNDER $75
Harry and David | 2004 It’s Not Too Late!
When you’re shopping for last-minute holiday gifts, the words “it’s not too late” can be music to your ears. Harry and David knows this, and the company’s Gold Award-winning It’s Not Too Late! 2004 edition masterfully demonstrates how to get customers into the book and reassure them that they can still order holiday gifts in time.
The catalog’s cover photo — an adorable pear outfitted in a miniature red knit hit and mittens and perched on an old-fashioned sled — is “humorous, sweet, cute, playful, and true to the brand,” according to one judge. And callouts such as “70 Great Gifts Under $50!” and “New Lower Shipping and Handling,” as well as “Christmas delivery guaranteed! Order now…” provide “excellent calls to action and reasons to shop,” said a panelist. Yet another judge observed that the “cover drives you into the book hoping to find that last-minute gift.”
Harry and David’s merchandising assortment offers plenty of options for holiday shoppers — last-minute and otherwise. Gift baskets such as the Smorgasbox, the Grand Fruit Basket, and the Tower of Six Temptations are great, said one judge, while the Fruit-of-the-Month Clubs, offering natural treats from pears and pineapples to peaches and papayas, “are very enticing.” The selection is well organized, added another panelist, with “a nice variety of price points.”
Copy is yet another high point. For example, here’s a copy block selling a smoked turkey: “Appetizing fragrance and classic character make our plump entrée the star of any table. Smoked over hickory to a mild flavor you just won’t find in other smoked turkeys.” No wonder a panelist enthused that “the meats are described so well.”
The cataloger boasts it has “the strongest gurantee in the business,” and few would dispute that claim. An “excellent” reinforcement on page 2, said one judge, reminds customers that they can “call or click anytime” and lists the catalog’s toll-free number and Web address. Even more persuasive: The headline proclaims “Finish Your Shopping in the Next Ten Minutes!”
When you combine Harry and David’s catalog merchandising prowess with its creative expertise and throw in its superlative customer service, the result is “absolutely the best,” in the words of one judge. “What can one say in the face of 32 pages of excellence?”
— MD
BEAR CREEK CORP.
2500 South Pacific Hwy. | Medford, OR 97501 541-864-2724 | www.harryanddavid.com
Company founded: 1934
Director: Estin B. Kiger
Designers: Cheryl Lewin, Michelle Jovanovic, Dave Withers
Production director: Neal Schuler
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photographers: Ron Anderson, Eric Groetzinger, Jim Bowie
Marketing director: Mike Zodrow
Printer: Spencer Press
Color separator: Color Control
List manager / broker: American List Counsel
Cover paper: 60 lb., Influence
Text paper: 50 lb., Velocity
Trim size: 6-1/8″ × 10-1/2″
Page count: 32
GOLD
HARDWARE
McFeely’s Square Drive Screws | 04K
Most people don’t consider tools the most exciting things to talk about among mixed company, but panelists this year, male and female alike, were enthralled with McFeely’s Square Drive Screws’ 2004 holiday catalog. “It manages to turn a hardware book into a holiday book,” said one judge.
Panelists praised the front cover cartoon of McFeely’s president Jim Ray for bringing levity to what can be a dry product line. The cartoon features Ray as a smiling Santa Claus with two elves helping to carry a large bag of tools. “McFeely’s has a humorous approach/branding style that separates them from the competitors,” said one panelist.
The catalog is shy of 100 pages, but every judge was astounded at its deep merchandise selection. “I never knew there were so many tools and useful solutions,” said one judge. “I’m keeping this catalog.”
Accompanying the high-quality merchandise shots and periodic cartoons are hefty copy blocks. Each product is described in a style that is helpful, authoritative, and friendly. Here’s an example: “Flat head Steel screws are the ‘workhorse’ of cabinet and general show construction. Unlike most home center screws, ours are heat-treated for exceptional strength, and most sizes have a deep thread pattern which gives them incredible holding power. The Square or ‘Combo’ recess means you won’t worry about driver slippage.”
For the hardware-phobic, editorial such as “Installing Lag Screws” and “Metric Conversions! It’s No Big Deal. Really!” set forth McFeely’s as an expert and no doubt reduce customer service calls.
To cater to gift-givers leafing through the catalog, the book includes headers such as “Stocking Stuffers” (suggestions include a pocket wrench and a tape measure), “Gifts Under $50,” “Gifts Under $100,” and “Gifts From $100.” These suggestions, said the judges, make the catalog less intimidating for nonenthusiasts who are shopping for loved ones.
Customer service and ordering ease is clearly important to the folks at McFeely’s. The catalog’s “fine print” is quite the opposite, with a large heading drawing attention to the section on the order form. Most orders are shipped the day they are received, the company offers a satisfaction guarantee, and return shipping is free.
What distinguishes McFeely’s Square Drive Screws more than anything else, the panel agreed, is how it strives to educate consumers in a lighthearted manner that doesn’t undermine the brand’s credibility. One panelist put it perfectly: “Tools can be fun.”
— HR
MCFEELY’S SQUARE DRIVE SCREWS
P.O. Box 11169 | Lynchburg, VA 24506 | 434-846-2729
www.mcfeelys.com
Company founded: 1978
Director / merchandiser / copywriter / marketing director: Jim Ray
Designer / production director: Ivy Lamanna
Photographers / illustratators: Jim Ray, Tim Wilson
Printer / prepress: Quad/Graphics
List manager: Estee Marketing Group
List broker: Stan Madyda
Cover paper: 50 lb., Dependowers, #4
Text paper: 36 lb., coated #5
Trim size: 8-1/2″ × 10-7/8″
Number of pages: 96
GOLD
INDUSTRIAL SUPPLIES
New Pig Corp. | The Big Pigalog, 2005 Buying Guide
There’s nothing like the image of a pig to evoke humor, as New Pig Corp. has proven over and over. Pegging its 2005 master catalog as the “20th Hamiversary Edition” on the cover, the company sets the tone for the book’s clever, cheerful, yet highly informative approach to selling highly utilitarian products.
The Big Pigalog offers more than 4,500 safety, absorbent, maintenance, material handling, and containment products, all easily found via a color-coded index that also highlights new items. And the copy, as one of our judges gushed, is “second to none.” The merchandise descriptions are truly in a class by themselves: loaded with benefits, specifications, ratings, and instructions, yet compelling and even entertaining. Every headline promises a benefit (“M-Pact Gloves absorb vibration and impact,” “Laminate Cabinet stores corrosive acids”), and the company’s mascot, a cartoon pig named Sparky, pops up every now and then to offer advice and make wisecracks such as “You can judge a drum by its cover — when you use color coding!”
In addition to praising the “pig persona,” our judges raved about the catalog’s layouts. Given the amount of information crammed into them, the pages could easily have turned out to be offputtingly dense, but the creative team has enlivened them by varying their look and feel. Among the many devices to capture and maintain the customer’s interest are “Tech Tips,” boxed explanations of industrial terminology and standards, and letters from satisfied customers, titled, aptly enough, “Squeals of Delight.” Illustrations that zoom in on specific product features also help vary the pacing.
New Pig’s excellence extends to its customer service policies, which received an easy A+ from our panelists. One judge was particularly impressed by the dedication of the first three pages to customer service information, including a gatefold celebrating the marketer’s 20th anniversary with a “Swineline” of innovations, freebies, and guarantees. There’s also an entire page detailing “15 reasons why you’ll love doing business with New Pig.”
As for the judges, they repeatedly cited two reasons for giving New Pig a Gold Award: its tremendous job of making a dull product category fun and entertaining, and its outstanding customer service. As Sparky points out in the The Big Pigalog’s opening gatefold, “At New Pig, you’re always the Top Hog!”
— RR
NEW PIG CORP.
One Pork Ave. | Tipton, PA 16684 | 814-684-0101
www.newpig.com
Company founded: 1985
Creative directors: Ames Parsons, Leroy Eckenrod
Marketing directors: Mark DeYulis, John Fraundorfer
Merchandisers: Mark Woytowich, Mike Shouldis, Tim McMillen, Dan Ferrell, Chris Iuzzolino, Ray Fedeli, Clark Stapelfeld
Copywriters: Dustin Hess, Kelly Harriger, Keith Eldred, Norman Benford
Photographers: McManus Studios, Gina Baker
Illustrator: Bruce Van Patter
Printer: Quad/Graphics
List manager/broker: Edith Roman
Cover paper: 100 lb., grade 3, Somerset gloss
Text paper: 40 lb., grade 4, Mission Web
Trim size: 8″ × 10-1/2″
Number of pages: 456
GOLD
INTERNATIONAL B-TO-B
New Pig Corp. | The Big Pigalog 2004 (U.K.)
That’s one tough Mat!” declares a cover line on the British version of the New Pig catalog, beside a photo of an elephant atop a warehouse floor mat. “That’s one tough catalog!” countered a judge, referring to New Pig’s exhaustive product line, exceptional creative and copy, and stellar customer service.
A manufacturer/marketer of industrial clean-up supplies, New Pig promises on the opening spread to offer “the biggest selection of Absorbents available” — and by devoting 35 pages to mats, pans, and other products designed to soak up spills, it appears to do just that. But the catalog doesn’t stop there. It also sells spill control products, first-aid supplies (or PPE — personal protective equipment — as per the British vernacular), safety signage, material handling items — just about anything needed for the handling of hazardous materials.
Too many options can be just as much of a drawback as too few, of course. Happily, the creative goes out of its way to simplify selecting from the myriad choices. A chart that takes up a full spread, for instance, compares and contrasts the durability, absorbency, and other features of New Pig’s 15 types of absorbent mats. Full-page photos showing the products in action also help to differentiate among similar items — as well as to enliven the catalog as a whole.
Then again, the Pigalog would be plenty lively even without the full-page photos. The cartoon pig icon used to such great effect in the U.S. New Pig catalogs has crossed the Atlantic to highlight special features in the U.K. version. So have the benefit-driven headlines (“Here’s a money-saver! Absorbent Pads and Socks that you can wring and re-use” “Maintain order in your car park!”) and bullet-pointed product descriptions. “It’s a textbook case of strong and compelling b-to-b copy,” enthused a panelist. Complementing the copy is a simple yet elegant page design that allows for enough white space (a rarity in industrial catalogs) and makes it easy to match the text to the appropriate photos.
As for its service offerings, New Pig lays them all out in the opening and closing spreads: five ways to order (phone, fax, online, e-mail, and postal mail), no minimum order sizes, free samples, next-day delivery, volume pricing, custom orders, “free product assistance and technical support before, during AND after the sale,” and a 100% money-back guarantee that is reiterated on every spread.
The U.K. Pigalog takes “a unique humorous approach, blended with outstanding copy and benefit-oriented organization,” concluded a judge. “New Pig knows its customers’ thoughts and fears and addresses all of them.”
— SC
NEW PIG CORP.
One Pork Ave. | Tipton, PA 16684 | 814-684-0101
www.newpig.com
Company founded: 1985
Creative directors: Leroy Eckenrod, Ames Parsons
Marketing director: Allyson Bryan
Merchandisers: Mark Woytowich, Darran Hamilton
Designer: Laura Shoup
Copywriters: Kelly Harriger, Norman Benford
Photographers: McManus Studios, Gina Baker, Alan Stewart
Illustrator: Bruce Van Patter
Printer: Polestar-Chantry
List manager / broker: Edith Roman
Cover paper: 250 gsm, Woodfree art
Text paper: 80 gsm, UPM Finesse
Trim size: A4
Number of pages: 156
GOLD
INTERNATIONAL CONSUMER
United Rentals | Catálogo de Equipos en Alquiler 2005
At first glance, a catalog of light and heavy equipment available for rent might not seem impressive, let alone award-winning. But our judges didn’t hesitate to bestow a Gold Award on United Rentals’ unassuming yet highly detailed, informative, and well-designed Spanish-language catalog.
The strong front cover, with its photographs of machinery in use, allows even a casual, non-Spanish-speaking shopper to understand right away what the book is about. Yellow is the dominant color on the cover, and it serves a useful purpose, as one judge pointed out, as it’s a color frequently used in equipment. The word Alquiler (“For Rent”), tinted a brilliant orange, runs up the side of an entire third of the cover, once again drawing attention to the unique nature of the merchandise.
Although the cover doesn’t segue into a dramatic opening spread, it does lead into a prominent table of contents on page three that provides a comprehensive list of the categories of equipment featured in the catalog. The pages that follow offer an encyclopedia of information about United Rentals’ affiliates, services such as maintenance and inspection programs, and supplemental items for sale.
The merchandise assortment, a vast collection of equipment from major manufacturers, contains everything from tractors to dehumidifers, highway signals to forklifts. Illustrated with straightforward photography, the products derive great benefit from copy that drills down into every aspect of their form and function, supplying measurements, models, and technical data and specifications. Yet, couched as they are in a simple yet pleasing layout, with deft use of white space, the details don’t overwhelm.
Since this is a catalog of rental items, product prices aren’t listed, but United Rentals makes it easy for readers to get that information — every page lists the company’s toll-free number and URL at the bottom. There’s no customer service information in the traditional sense, but the catalog’s state-by-state listing of branch offices and their contact information is an invaluable resource, as is the product index, which is organized both alphabetically and by contractor specialty.
It is, in fact, the supreme organization of this catalog that makes it a standout in its category, and an example of how to target a niche market quickly, easily, and with authority.
— RR
United Rentals
Five Greenwich Office Park, Third Floor, Greenwich, CT 06830 | 203-622-3131
www.unitedrentals.com
Company founded: 1997
Printer: Von Hoffmann
Prepress provider: Anthology
Cover paper: 65 lb., Productolith gloss
Text paper: 45 lb., white #4 gloss
Trim size: 8-3/8″ × 10-7/8″
Number of pages: 162
GOLD
NEW CONSUMER CATALOG
Mayfire | BMW MotoGuide 2004
When you’re a marketer of high-end motorcycles such as BMWs and Ducatis, you need to understand your audience. Direct marketing agency Mayfire proves it has done its homework with its MotoGuide, a syndicated catalog created in collaboration with bike dealers and suppliers. The MotoGuide has captured the excitement of riding on the open road — as well as a Gold Award.
The front cover photo of two riders cruising along a winding mountain road on a sleek BMW bike conveys “the fun and the beauty of the product line, inviting the customer to open the catalog,” said one panelist. The back cover serves to drive customers into the stores and onto the retailer’s Website by including a map to the stores, their phone numbers, addresses, and directions, as well as its Website address and a message from the store’s general manager.
The merchandise is an “interesting mix of motorcycles and accessories,” said one panelist. The MotoGuide’s products include helmets, gloves, jackets, bike seats, and packs or “tank bags.” It’s not easy to merchandise a syndicated catalog such as this, noted a judge, “because it has to work for multiple vendors.”
The book was also cited for its “excellent” photography, and design that’s “neat and clean” yet with “pizzazz.” Another plus: The “clean white backgrounds on good-quality paper helps the merchandise pop,” a judge said.
Copy is the real hero of the MotoGuide, however. “A combination of emotional, persuasive text with benefit-rich merchandise descriptions plus education editorial covers all bases,” raved one judge. Another panelist cited the “nice use of editorial blocks on the bottom of the page,” such as “The Low Down on Picking Up a Motorcycle” and “When You’re Buying a Helmet Use Your Head.”
What’s more, the catalog’s use of callouts such as “Go Out for a Ride — Come Home From an Adventure” and “A Lot More Goes Into These Gloves Than Just Your Hand” help “get the merchandise story across to the reader,” a panelist said.
For certain, this is not your typical direct marketing piece, but it works hard “to get someone in the door of the store,” summed up one judge. More than that, the book whets the customer’s appetite for the merchandise, so when they visit the store, they’re ready to make a purchase.
— MD
MAYFIRE
2520 Bluff St. | Boulder, CO 80304 | 800-608-7996
www.mayfiremarketing.com
Company founded: 2003
Director /copywriter: Sacha Halenda
Designers: Sacha Halenda, Lucas Deckinga
Photographer: Gregor Halenda
Illustrator: Alan Close
Printer / prepress provider: Royle Printing
List manager / broker: Robert Shires
Cover / text paper: 80 lb., Influence gloss book weight
Trim size: 9″ × 10-3/4″
Number of pages: 16
GOLD
OFFICE SUPPLIES, FURNITURE, AND STATIONERY
Office Depot | Big Book, August 2004
Whether a customer is ordering supplies for a big-league presentation or a bedroom office, simplicity, speed, and selection are essential. Office Depot, Gold winner for the August 2004 edition of its Big Book, delivers all three elements.
Straight off the front cover, Office Depot gets the point across that this catalog is the only place you’ll need to look for office supplies. Judges admired the catalog’s emphasis on multichannel shopping, guarantees, low prices, and free next-business-day delivery with bold capital letters. “They do an excellent job of selling the value of dealing with Office Depot,” said one judge.
Running nearly 1,000 pages, the Office Depot Big Book really is a big book. The catalog has just about every office supply imaginable, from file folders to chairs. As one judge put it, “Everything you need is there, easy to find, at a great price.”
To make such a huge book accessible, Office Depot included product and manufacturer indices. Icons call attention to Office Depot-brand products and new, recycled, or special order items. “This catalog shows that good organization can overcome the problems of selling a very broad product line,” said one judge.
So can detailed copy. As one panelist said, the catalog “does a very good job of including the benefits and the specs.” For instance, copy for E. Bluepath Window Chalk painter markers reads, “Spruce up your windows for any seasonal occasion, decorate your store windows for a sales promotion, paint messages on your car windows to celebrate a wedding, sporting event or birthday. These paint markers feature a squeeze tube to regulate the flow of paint, and the patented flow control valve makes Window Chalk easy and fun to use. And don’t worry, cleanup is a breeze! The nontoxic paint stays on in the rain but wipes off windows in a jiffy with water and paper towels.”
Paper weight is a big issue when a cataloger puts out books this big and judges were impressed with Office Depot’s choice of paper and its production as a whole. “No see-through on the paper in spite of the low poundage. This catalog is a huge job to design and produce,” said one panelist. “Well done!”
Office Depot doesn’t stop at offering customers a huge merchandise range and four ways to order — telephone, fax, Internet, and retail. It also gives them a satisfaction guarantee. “When you’re happy, we’re happy,” the catalog reads, adding that Office Depot will refund the customer’s money and pick up the item for free. “Sign me up,” said one judge. The other judges clearly agreed.
— HR
OFFICE DEPOT
2300 Old Germantown Rd. | Delray Beach, FL 33445 561-438-4419 | www.officedepot.com
Company founded: 1986
Designer: Sandra Strasser
Production director: Suzy Campbell
Merchandiser: Mira Tringali
Copywriter: Sheri Harris
Photographer: KSC Photography
Marketing director: Dean Jackson
Printer: Quebecor World
Consultant: AGA
Cover paper: 9 pt. C2S, Sterling gloss, Meadwestvaco
Text paper: 33 lb. SCB, Bowater, Krueger, International Paper, and Irving
Trim size: 8″ × 10-1/2″
Number of pages: 972
GOLD
RETAIL TRAFFIC DRIVER
Patagonia | Fall 2004
One byproduct of the multichannel era is that marketing pieces often must multitask. For a cataloger/retailer, it’s not enough to produce a mail piece that sells products or drives customers to a store; the catalog now has to do both. With its fall 2004 edition, outdoor activewear manufacturer/marketer Patagonia rises to the challenge.
And as the vivid action photography throughout the catalog illustrates, meeting challenges, albeit physical ones, is a key aspect of the Patagonia brand. From the “eye-catching” front cover showing a solo climber scaling a cliff in Zion National Park to a full-page inside photo of a skier leaping off an Alp, the photography does more than show Patagonia’s vests, jackets, and pants in action; it provides an aspirational portrait of, and for, its audience.
As is usual with Patagonia, the stellar lifestyle photos work with crisp product photos and “warm, imaginative copy” to give readers a reason to buy. The description of the Super Guide Pants, for example, begins: “Chasing Glacier National Park’s stunning but fickle ice requires an epic ski in and a strong dash of hope. Super Guides afford unhindered motion, superb breathability and supple resistance to the local weather. Finer points include a brushed interior for improved comfort, removable suspenders, doubled fabric in high-wear areas…” As one judge said, “The copy builds confidence in product quality and builds credibility.”
Patagonia’s customer service policies reinforce that confidence, starting with the “ironclad guarantee” repeated throughout the book. The order form includes this reassuring note: “Our Customer Service reps know our products: what they’re used for, what they’re made from and how they work. They can help you with shipping rates as well as with questions about your orders and returns.”
But if the shopper nonetheless wants to see the products in a store, the catalog can help with that too. The back cover includes a listing of all Patagonia’s stores, not only in North America but in Europe and Asia as well. An outer wrap reinforces the retail preference by showing the product in a storefront.
And because retail isn’t the only type of traffic worth driving, the catalog displays its URL alongside its toll-free phone number throughout, and the back cover refers readers to the Website to find operating hours and directions to their nearest stores. Talk about multichannel: The catalog drives traffic to the Web to drive traffic to the stores!
— SC
PATAGONIA
259 W. Santa Clara St. | Ventura, CA 93103805-643-8616 | www.patagonia.com
Company founded: 1973
Art director: Annette Scheid
Photo editor: Jane Sievert
Managing copy editor: Kasey Kersnowski
Production managers: Sarah Sweeny, Angela Weidmann
Creative director: Hal Arneson
Merchandiser: Kevin Churchill
Marketing director: Carrie Randolph
List manager: Ken Storey
Printer: Arandell Corp.
Separator: Seven Worldwide
Cover paper: 80 lb., Patagonia 20% PCW
Text paper: 45 lb., Patagonia 20% PCW
Trim size: 10-1/2″ × 10-1/2″
Number of pages: 80
GOLD
SPORTING GOODS
The Orvis Co. | The Sporting Tradition, Fall 2004
You don’t have to be a hunter to be drawn in by the compelling front cover of Orvis’s Fall 2004 Sporting Tradition title. But if you are a hunting enthusiast, you’re sure to be captivated by the photo of an English pointer “on an intense point for a ring-necked pheasant,” according to the caption. The front cover isn’t Orvis’s only winner: “The back cover does a good job promoting other channels, schools, and retail stores,” said one judge.
Hunters and fishers will surely delight in the impressive array of merchandise inside the catalog. “A complete line of products that truly depict ‘The Sporting Tradition,’” said one panelist. Another judge commented on the “great blend of merchandise, from cloths to equipment to travel packages.” Even if you have no plans to pick up a rifle or a rod, you may be inspired to buy a tweed jacket, a twill shirt, wool trousers, or perhaps a piece of the catalog’s rugged Battenkill luggage.
Orvis strives for — and achieves — excellence on the design and production fronts as well. “The use of experts and location shots set the mood and really sell the credibility,” noted a judge. “Good organization, clean layouts, and use of all sale elements — testimonials, insets, and location photography — make this book just a pleasure to shop,” enthused another.
The same panelist also cited The Sporting Tradition’s “great descriptive copy, callouts, charts, and reasons to buy.” Consider the callout for a set of Merino wool long underwear: “High Performance Layers in Sheep’s Clothing.” The copy for the Ibex Shak Top begins, “Inspired by the wool clothing Shackleton wore in surviving a brutal edge of the earth expedition, the Shak top is the perfect layer of dense merino wool, knitted to give slight stretch and allow freedom of movement…”
Orvis extends its brand beyond selling products, devoting several pages to services such as its Orvis-Endorsed Hunting Dog Program to help hunters find bird dogs, and a listing of its wing shooting destinations. The catalog also lists its stores and dealers.
When you combine Orvis’s merchandising prowess with its stellar creative and exceptional copy, and then throw in its “great order form and services,” in the words of one judge, The Sporting Tradition is hard to beat. That’s why it took home the Gold.
— MD
THE ORVIS CO.
Historic Route 7A | Manchester, VT 05254 802-362-8587 | www.orvis.com
Company founded: 1856
Merchandise directors: Mike Quartararo, Jim Lepage
Art director: Tim Achor-Hoch
Production manager: Jon Gulley
Copywriter: Tom Murray
Photography coordinators: Arnie Bean, Bev Kerr, Tory Myler
Marketing manager: Joan Nash
Creative / advertising director: Bill Eyre
Photographer: George Benington/Macomber
Prepress / color separator / printer: Quad/Graphics
List manager / broker: Millard Group
Cover paper: 80 lb., UPM #3
Text paper: 34 lb., UPM #3
Trim size: 7-15/16″ × 10-1/2″
Number of pages: 164
GOLD
TRAVEL
Wilderness Travel | Journeys for the Year 2005
You know a catalog is exceptional if you’re compelled to read and savor every page. And so it is with Journeys for the Year 2005, a tour de force of creative copywriting, photography, design, and marketing from adventure travel marketer Wilderness Travel — the folks who won a Gold Award last year and whose catalog sets a best-practices benchmark this year as well.
Right from the start, it’s obvious that this book is special. Its coffee-table-book dimensions and rich, heavy paper signal that what’s being sold — “innovative journeys on all seven continents” — is daring, different, memorable. The striking front cover, in tones of gold and black, highlights the exoticism of what is to come.
The real star of this catalog, however, is the copy, which garnered several superlatives from our judges. “It made me want to go on several of these trips, and I’m not an adventure traveler at all!” said one. By turns practical and romantic, persuasive and benefit-laden, the copy is a superb read. In just a few sentences, for example, it captures the essence of “The Wilderness Travel Difference” and makes a succinct mission statement: “Our core philosophy has remained the same for decades: it’s not just where you travel but how you travel that makes all the difference. The ‘how’ at Wilderness Travel hinges on expert Trip Leaders — the best in the business — a meticulously planned itinerary, and the camaraderie of a small group.”
Realizing the value of its brand, and that all the beautiful pictures and high-quality printing in the world can’t make up for brand inconsistency, Wilderness Travel hammers home its core philosophy throughout the catalog. “The images, presentation, flow, and products presented in the book all work very well together and completely support the brand,” noted a judge. There’s a wealth of information about each trip, but masterful layouts and design, set off by absolutely stunning photography, make the pages a feast for the eyes as well as easy to navigate. Alongside day-by-day descriptions of each trip, quick summaries provide snapshots of the journey’s highlights, along with dates and prices.
Marketing and merchandising are impeccable: The use of customer testimonials to “sell” the trips is a great idea, and the broad selection of destinations, from old standards to hidden gems to the farthest outposts of the earth, accommodates a huge variety of travel styles and preferences. (Another bonus: Trips are rated by level of difficulty.) As one judge put it, “It’s very clear what they stand for, what they are selling, and what the customer can expect.”
— RR
WILDERNESS TRAVEL
1102 Ninth St. | Berkeley, CA 94710 | 800-368-2794
www.wildernesstravel.com
Company founded: 1978
Director / production director / marketing director: Barbara Banks
Designer: Krystie Bonzelet
Copywriter: Pam Shandrick
Illustrator: Julie Mammano
Printer / color separator / prepress: Overseas Printing
List manager: Ray Rodney
Cover paper: 250 gsm, matte art
Text paper: 120 gsm, matte art
Trim size: 10″ × 12″
Number of pages: 120
GOLD
WHOLESALE/DEALER
Jackson & Perkins | New Roses for 2005
If the Jackson & Perkins New Roses for 2005 catalog were printed with Scratch N’ Sniff, the company would have had the complete package: stunning photography, excellent product information, stellar customer service, and heavenly scent to boot. As it is, the Gold winner in the Wholesale/Dealer category comes close: “You can almost smell the roses!” raved one judge.
A luscious photo of a single classic hybrid tea rose graces the front cover and sends customers inside with page references for the bloom, which was Jackson & Perkins’s 2005 Rose of the Year. Likewise, the back cover takes us sniffing distance from three pink roses. Judges agreed that there’s no guessing what’s inside this catalog!
Judges especially enjoyed how this wholesale catalog emphasizes its unique and exclusive product line in the opening spread with editorial copy about its 19 new roses, its new Ultimate Series roses for independent garden centers only, and a new J&P Rose Book: “NEW ways to keep your business growing!” the spread declares.
New hybrids with pictures beautiful enough to frame are staples of Jackson & Perkins. The book isn’t all about the pictures, though; Jackson & Perkins’s copy also excels. For each rose there’s a descriptive copy block. “So luminous and bright, this rose is a standout in any garden, setting landscapes ablaze with its flame-colored hues,” reads the description of Wildfire. “Perfect, bright yellow buds edged in orange swirl open to classically formed, brilliant orange flowers with a light yellow reverse and a soft musky fragrance. The velvety petals have excellent keeping quality, making each long-stemmed blossom ideal for cutting.” But the text also includes details about color, bud form, petal count, foliage, parentage, and other important information. Additionally, icons note which roses were All-American Rose Selections winners, have a distinctive fragrance, or are available as a tree rose.
“What a great reference book — it could be a field guide to roses!” enthused one panelist. Downloadable artwork, custom point-of-purchase material, and rose suggestions on an insert card reinforce the company’s positioning as a resource.
Jackson & Perkins proves to be a triple threat once again with dramatic photography, excellent paper quality, and an apparent knowledge of roses. The only question: When will the catalog add that Scratch N’ Sniff component?
— HR
BEAR CREEK CORP.
2500 South Pacific Hwy. | Medford, OR 97501 541-864-2724 | www.jproses.com
Company founded: 1834
Directors: Estin B. Kiger, Neal Schuler
Designer: Daena Tougher
Production director: Lisa Chang
Merchandiser: Sara Barthel
Copywriter: Jill Thacker
Photographers: Ron Anderson, Dave Bjurstrom
Marketing director: Charlie Anderson
Printer: CDS Publications
Color separator: Color Control
List manager: American List Counsel
Cover paper: 80 lb., Pacesetter gloss
Text paper: 70 lb., Pacesetter
Trim size: 8-1/2″ × 11″
Number of pages: 68
SILVER AWARDS
APPAREL
The Orvis Co., Men’s Clothing, Holiday 2004
The breadth and consistency of merchandise makes Orvis stand head and shoulders above the rest. Inspirational copy gives credence to the brand without losing focus on the products themselves.
BUSINESS CLOTHING and CONSUMER SPECIALTY PRODUCTS
Varsity Brands, Varsity Spirit Fashions 2004
The Varsity Spirit Fashions catalog all but overflows with energy thanks to vivid action photography shown to advantage on heavy oversize paper. While the creative builds the brand, the add-on and bundled products help build sales.
BUSINESS SPECIALTY PRODUCTS
Diamondback Tactical, Volume 4
In-use photos help customers visualize how the merchandise will function in action, while strong selling copy emphasizes the company’s credibility.
CHILDREN’S PRODUCTS
American Girl, Holiday 2004
American Girl excels at taking a single product category and selling it to children and adults alike. Product copy tells a snippet of a story, and the catalog’s marketing is spot-on with careful development of a strong theme and crisp photographs.
COMPUTER EQUIPMENT & SOFTWARE and HIGH-TECH PRODUCTS
HPShopping.com, Holiday 2004
Snappy headlines and detailed merchandise information laid out in easy-to-use charts effortlessly carry readers through HPShopping.com’s catalog.
CONSUMER SPECIALTY PRODUCTS and RETAIL TRAFFIC DRIVER
Wilderness Travel, Journeys for the Year 2005
The catalog inspires and informs travelers, as high production values and superb design support readers’ expectations of extraordinary trips.
FOOD
Harry and David, Harvest Festival 2004
Harry and David has a recipe for catalog-success with stunning photography, solid branding, and unique, top-quality produce. Short but to-the-point headlines build excitement for product collections.
GARDENING
Seeds of Change, 100% Certified Organic Seeds 2004
The Seeds of Change catalog makes a commitment to organic gardening not only in its product line but also in its eco-friendly paper choice.
GIFTS OVER $75
L.L. Bean, Christmas 2004
The customer comes first at L.L. Bean, as demonstrated by the cataloger’s commitment to product quality, guarantees, and personalization. Copy call-outs help shoppers make informed decisions, and color-coded tabs make it easy for them find the products they’re looking for.
GIFTS UNDER $75
Harry and David, Easy Gifting & Entertaining 2004
Harry and David’s top-notch merchandising and attention-grabbing design and headlines ensure that customers keep turning the pages to see what’s next.
HARDWARE
Bavarian Autosport, Spring & Summer 2004
Silver spot color on the front cover and compelling action photography instantly draw customers into the Bavarian Autosport catalog; the comprehensive yet accessible copy keeps them reading.
HOUSEWARES, LINENS, AND FURNITURE
Sundance Catalog, Winter 2004
Short and sweet copy infused with character enhances Sundance Catalog’s well-defined and tightly edited line of western artisan merchandise.
INDUSTRIAL SUPPLIES
Wesco Distribution, WESCO Buyers Guide, Electrical Full Line 2nd Edition
Wesco’s benefit-driven copy speaks directly to its target audience of industrial construction companies, while the high-end paper reinforces the value that Wesco places on its customers.
INTERNATIONAL BUSINESS-TO-BUSINESS
Rapid Racking, Autumn/Winter 2004 (UK)
To appeal to its customers, Rapid Racking uses great price promotions and offers customer services such as customized designing of storage spaces and on-site rack installation.
INTERNATIONAL CONSUMER
The Orvis Co., Men’s Clothing, Autumn 2004 (UK)
Appealing and well merchandised, this Orivs catalog is tailored to the folks across the pond, with reliable customer service and distinguished copy that keep British style and sensibility in mind.
NEW CONSUMER CATALOG
Jack Stack BBQ Catalog, 2004 Gift Guide
Meaty images enable readers to practically smell and taste the products. What’s more, bulleted text and product bundling do a great job in guiding customers toward the best packages for their needs.
NEW CONSUMER CATALOG
MacKenzie-Childs, Celebrate the Season, Fall 2004
A unique selection of high-end, hand-made products takes center stage, thanks to the strong graphics and rich paper choice that enable the whimsical pottery to all but pop off the page.
OFFICE SUPPLIES, FURNITURE, & STATIONERY
Franklin Covey, I Will, Fall 2004
The sharp product photography of the Franklin Covey catalog, combined with the simple page designs, help delineate the differences among the multiple planners and agendas available.
RETAIL TRAFFIC DRIVER
Relax the Back, Holiday 2004
Quotes from doctors on how to best care for the back add to Relax the Back’s credibility. In addition, the clearly organized merchandise categories, such as bedding and chairs, make deciding what to purchase painfree.
SMALL CATALOGER
Insect Lore, 2004
The cheerful, informative copy of the Insect Lore catalog makes even the creepiest crawlers enticing to both parents and teachers, while the colorful page borders act as an ingenious navigation tool.
SPIN-OFF
Wesco Distribution, Wesco Buyers Guide Lighting, 2nd Edition
The front cover of the Wesco catalog immediately identifies the merchandise found inside, and the high-quality photos simplify the product selection process.
SPORTING GOODS
The Orvis Co., Fly Fishing, Fall 2004
Orvis reels in anglers with its impressive merchandise selection and value-added editorial copy. The catalog’s customer testimonials allow even first-time buyers to order with confidence.
SYNDICATED/CO-OP
Museum Tour, 2004-2005
Fun for the whole family, the Museum Tour catalog has an excellent merchandise selection organized in thematic groupings. Pictures of products in use by kids and their parents add to the joy of this book.
TRAVEL
Country Walkers, 2005
Country Walkers gives customers a leg up on what they can expect from its trips with a mix of information, images, and testimonials. The easy-to-read format prevents the content from overwhelming the reader.
ANNUAL CATALOG AWARDS FINALISTS
APPAREL
L.L. Bean, Clothing for Men 2004; L.L. Bean, Fall 2004; L.L. Bean, Guide to Winter Warmth 2004; Sundance Catalog, Fall 2004; Sundance Catalog, Spring 2004
BUSINESS CLOTHING
Cintas, The Uniform Book 2005; Shoes for Crews, Food Service, Fall 2004; Team Cheer, 2004
BUSINESS SPECIALTY
CMC Rescue, Rescue Equipment, Catalog 124; Direct Supply, 2005 Equipment; Franklin Covey, Government Products 2004-2005; Island Dental Co., Equipment, Service & Supply 2004
CHILDREN’S PRODUCTS
Museum Tour, 2004-2005; Learning Resources, Holiday 2004; One Step Ahead, Spring 2004; Super Duper Publications, 2005
CONSUMER SPECIALTY
The Orvis Co., The Dog Book, Holiday 2004; Super Duper Publications, 2005
FOOD
Harry and David, Cool Fruit 2004; Mackenzie Ltd., Holiday 2004; The Peanut Shop of Williamsburg, Holiday 2004; The Republic of Tea, Catalogue No. 66
GIFTS OVER $75
Sundance Catalog, Summer Jewelry ’04, 1st Edition; Williamsburg, A Season of Celebrations 2004
GIFTS UNDER $75
Harry and David, Spring/Summer 2004; Jackson & Perkins, Holiday Gifts 2004; Jackson & Perkins, Spring Gifts 2004; L.L. Bean, The Best of Holiday 2004
INTERNATIONAL BUSINESS-TO-BUSINESS
New Pig Corp., Pigalog 2005 (Germany)
INTERNATIONAL CONSUMER
The Orvis Co., Women’s Clothing, Best of Summer 2004 (UK)
NEW BUSINESS
Victory Corps, 2004
NEW CONSUMER
Nautilus, Home Health & Fitness Catalog, Winter 2005
OFFICE SUPPLIES, FURNITURE, AND STATIONERY
Office Depot, Business Services Division, Green Book, 12/04-12/05; Topdeq Corp., Office Furniture & Accessories
PREMIUM/INCENTIVE
ITA Group, 2004 Outstanding Performances
SMALL CATALOGER
DharmaCrafts, Holiday 2004; Horse Country, Portraits 2005
SPIN-OFF
Wesco Distribution, Wesco New Product Buyers Guide, 2004-2005
SPORTING GOODS
The Fly Shop, 2004 Summer; L.L. Bean, Fly Fishing 2004; L.L. Bean, Hunting 2004
SYNDICATED/CO-OP
Wesco Distribution, Wesco Buyers Guide Craftsman, 2003-2004
TRAVEL
Austin-Lehman Adventures, 2005 Vacations
WHOLESALE/DEALER
Hero Arts Rubber Stamps, 2004
Interested in entering next year’s Awards? Contact Heather Retzlaff at hretzlaff@primediabusiness.com or 203-358-4221.