How many times did your teachers try to convince you that learning could be fun? With this catalog, Super Duper Publications proves to speech pathologists and language-skills instructors that shopping for educational supplies can be fun too.
From the icon of two grinning kids to the balloons floating around the logo, the front cover makes it clear that for Super Duper, fun is a priority. At the same time, by emphasizing free shipping with a callout below the logo as well as with a dot whack, the cover lets readers know that good value and customer care are priorities as well. The cover whack also includes 10 Post-it Flags that allow shoppers to mark items they want to purchase at a later date. And the “100% guarantee” is comprehensive and pleasantly worded to boot: Among other things, Super Duper promises to “send you irresistible, budget-friendly materials, pack your orders with personal care, offer you professional advice on product selection when you need it…” and “always assist you with a smile.”
“It doesn’t get better than this,” said one effusive judge. “Super Duper should be the DMA poster boy for customer service!”
The panelists felt that the copy excelled as well. Sidebars providing teaching tips show that the cataloger understands the challenges unique to its audience. And the product descriptions point out the contents, uses, and benefits of each item. “The copy has a blend of authority, information, and warmth,” said a judge. “The heads, subheads, and bullets are written to manage the information and make it easy to understand.”
When it comes to product selection, customers are spoilt for choice. Tests, software, books for instructors and parents, workbooks and games for the young clients of the speech instructors — “What more could any teaching professional want?” a judge declared. And thanks to the table of contents in the front, the index in the back, and the color-coded category tabs atop every page, “the products are at your fingertips and easy to find.”
Many of the books and teaching tools, incidentally, are written by Super Duper president Sharon Webber, who in her introductory letter points out that she had worked as a speech-language pathologist. The inclusion of her products not only gives Super Duper exclusive merchandise but also “underscores how well it knows this category,” a panelist pointed out.
Not just knows the category, but loves it as well. The enthusiasm is apparent from the photos of laughing youngsters on every spread, from the cartoon icons used to highlight new products and money-saving packages, from the bright colors and the overall energy. “You just want to do business with these people!” a judge enthused. Happily, Super Duper gives its audience plenty of reasons for them to do so.
Super Duper
P.O. Box 24997
Greenville, SC 29616
800-277-8737
www.superduperinc.com
Company founded: 1986
Director/designer/production director: Sharon G. Webber
Merchandisers: inhouse team
Copywriters: inhouse team led by Thomas Webber
Photographers: inhouse team led by Sharon Webber
Marketing directors: Thomas Webber, Molly DeShong
Cover paper: 100 lb.
Text paper: 64 lb.
Number of pages: 240
Trim size: 8-3/8″ × 10-7/8″