Multichannel Merchant Names Catalog of the Year

The catalog shows off raincoats and other products.

06/09/11

Multichannel Merchant recently recognized Filson's 108-page catalog printing initiative, which was launched last year, as the 2010 marketing catalog of the year. The print material contained a variety of product offering from the company, ranging from raincoats for dogs to wool luggage.

What immediately caught the attention of judges was the catalog's front cover, which was "simple but attractive" and depicted some of the key items that Filson sold. The copy was also noteworthy, with each item have a detailed product description, getting as specific as detailing an oil-finish shelter cloth.

"Copy is compelling and easy to read and showcases key benefits," said another panelist. "The nice use of testimonials makes the catalog friendly and seem like a community."

Filson's catalog shows that a simple focus on the basics can sometimes be the best way to create an engaging marketing piece. Catalogs don't necessarily have to use fancy embossing or 3-D effects - simply nailing the creative and copy is often good enough.

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