And the Winners in Palm Beach Jewelry’s
Catalog Challenge Are…
- Roy Furr of Springfield, OR
- Mary Beth Spann of Shoreham, NY
- Diane Walsh of East Freetown, MA
- Tiiu Kai Garrett of Moravian Falls, NC
- Gordon Foreman of Los Alamos, NM
“What I liked about this challenge is that I was able to go to AWAI in search for raw copywriting and graphic design talent and I found exactly what I was looking for. In fact, if AWAI agrees to it, I’d like to have two more challenges for their members this year, so I can find even more talent.”
– Joe Seta, President and
Owner of Palm Beach Jewelry
“We were extremely impressed with the talent of AWAI’s members. Two of the five entries were so good, they need very little editing. We’ll be testing them in our June and July mailings.”
– Dennis Worth, Vice President of Creative and
Marketing Services for Palm Beach Jewelry
Each winner was paid $250 by Palm Beach Jewelry … and has the opportunity to do more work for Joe and Dennis.
Here are the winning samples with comments from Palm Beach Jewelry’s marketing team.
(Interesting to note: only two of the winning entries included graphics and copy. Joe and Dennis were just as receptive to good concepts … written and presented in a Word document.)
Submission by Roy Furr
Palm Beach Jewelry Marketing Team’s comments:
“Creates curiosity through the theme of asking the reader to guess what’s hiding behind the curtain.”
“Top left corner clearly states a benefit and graphically draws the eyes to it. ‘FREE GIFT’”
“Main body of cover: Design is extremely simple, clear, and easy to understand. It gets to the point and clearly states the main benefits, ‘Easy Monthly Payments, Guarantee, Free shipping, Save 65%, Hot new styles under $50, and Classy Looks for Classy Women’”
“Bottom of cover has a bold, call to action that can’t be missed. ‘Order Today’”
Submission by Mary Beth Spann
Palm Beach Jewelry Marketing Team’s comments:
“Great design leads the eye straight to the main USP… ‘Save 65%’”
“Creates main theme with ‘Fresh, Fun & Sparkling Spring Styles’”
“Gets straight to the point and re-iterates main USP… ‘Selections Finely Crafted From Gorgeous Gemstones & Precious Metals,’ ‘All at Reduced Prices!’”
“Clearly states benefits in easy to understand (and see) manner using check marks. (9% interest, Low monthly payments, and outstanding values)”
“Bottom of cover is clear and accentuates how to order, Money-Back Guarantee, and Free Gift.”
Submission by Diane Walsh
Palm Beach Jewelry Marketing Team’s comments:
“‘Completes Your Spring Outfits!’ – Centers catalog around one main theme…Spring/Easter.”
“Basket Concept …. Visually communicates main theme of Spring/Easter.”
“Lettering on handles get straight to the point, and draw attention to the low prices/65% off. Just glancing at the handle you know what the USP is (in this case, affordability.)”
“Bottom of cover clearly explains benefits (Guarantee, Major Credit Cards, 0% interest payments, and Order online or call 1800-xxx-xxxx)”
Submission by Tiiu Kai Garrett
Palm Beach Jewelry Marketing Team’s comments:
“A main theme/event is created in the headline ‘Celebrate FREEDOM for Independence Day!’
“Main benefits are clearly stated ‘FREE Shipping, FREE gift, and FREE of Interest’”
“Gets straight to the point ‘Diamonds, gemstones, watches, and more – savings of up to 65% off!’”
“A nice sense of urgency – ‘But hurry, with these prices, inventory won’t last long.’”
Submission by Gordon Foreman
Palm Beach Jewelry Marketing Team’s comments:
“Even though this entry is only conceptual, here is what made it a winner:
- It creates a main theme on which to design the cover (A treasure hunt/Contest)
- It immediately draws attention to a FREE $20 Gift, and Outrageously LOW prices.
- In this particular case, the main theme builds curiosity and gives readers a compelling reason to look inside the catalog.”
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