Neuland wins title: Catalogue of the Year 2009
Award ceremony at the 13th German Mail Order Congress
Neuland, the specialist for seminars and further education, will receive special recognition at the awards ceremony during the 13th German Mail Order Congress.
Eichenzell/Wiesbaden, October 1, 2009. Neuland, a specialist in seminars and further education based in Eichenzell, has received one of the most coveted awards in the mail-order industry: "Catalog of the Year 2009." The award ceremony took place during the gala event of the 13th German Mail Order Congress, which was attended by approximately 850 guests from mail-order and online retail companies throughout Germany. Guido Neuland, Marketing Director of Neuland, accepted the award on behalf of his team.
A catalog with its own personality
Martin Groß-Albenhausen, editor-in-chief of the "Versandhausberater" (Mail Order Advisor), on the award winners: "Today, the catalog is no longer 'just' an advertising channel, but it must prepare the way for the leap to the internet or to the brick-and-mortar store. The jury felt that the catalogs from Neuland and Hawesko best implemented these new rules."
The "Catalog of the Year" award recognizes not only a catalog's sales performance but also its courage to introduce new and unconventional approaches to mail order. The jury explained their decision, in part, as follows: "The Neuland catalog exudes a lightness that is often lacking in B2B catalogs. The high-quality catalog design, right down to the paper quality, is immediately apparent. This demonstrates that the mail order company invests in the overall presentation and tactile experience." Gerhard Delling, well-known sports journalist and presenter, who presented the award to the Hessian company, concluded with the words: "In short: The jury ultimately chose a catalog that presents itself in a fresh and motivating way, perfectly suited to its target audience: Congratulations, Mr. Neuland!"
An unconventional concept
The award-winning catalog concept comes from Riegg & Partner, an advertising agency specializing in dialogue marketing, based in Neudrossenfeld, Upper Franconia. Managing Director Jürgen Seiferth, responsible for the project, explains: “We are delighted for Neuland about this award, and especially pleased because – according to the jury – an unconventional concept has made it to the top. For 40 years, our company has been supporting numerous well-known mail-order clients in developing and optimizing high-performing catalogs and mailings. In Neuland's case, classic catalog marketing with proven structures, presentation methods, and sales levers – which we know work – meets experimental, new ideas that we hope will generate even more sales. One thing is always paramount for us when creating a catalog: you have to master the rules before you dare to break them.”
Targeted communication with the right audience is crucial.
Guido Neuland emphasized that his expert range for dynamic learning required a particularly sophisticated and targeted approach to the target audience. Trainers, moderators, and decision-makers at renowned conference hotels possess an enormous level of knowledge when it comes to product features. Emotionally engaging the offering through high-quality photography and consistently highlighting its unique aspects presented a significant challenge for his own marketing department, the advertising agency Riegg & Partner, as well as illustrator Martin Haussmann and photographer Ronald Grunert-Held.
“This award is a great confirmation of our shared vision and at the same time an incentive for future tasks. Our thanks go to our employees and partners!” said Guido Neuland.
The title “Catalog of the Year” is awarded annually by the German Mail Order Association (bvh) and the trade journal “DerVersandhausberater” (FID Verlag) to a company with long-standing and sustainable business success.