Following is a look at how these catalogers marketed high-end grills during this past summer.
Frontgate Summer 2001
Their headline: Frontgate brings the Viking gourmet kitchen outdoors
Their spin: Gourmet cooking is not just an indoor activity.
Price range: $2,995 to $5,295
A full-page spread touts the professionalism of the Viking gourmet grill. The copy includes dimensions on grilling surface and side shelves. The lead reads: “Outdoor cooking isn’t just about grilling any more.” Ryan says the second line is a buried lead that delivers a stronger benefit: “Viking Professional Grills ... allow you to prepare your secret barbecue sauce or saute mushrooms without leaving the grill (or your guests).” The spread offers the strongest copywriting in this product category, says Ryan. The copy also names stainless steel and mobility as benefits. But Frontgate’s choice to separate the lead copy from body copy could be confusing. And the lead copy (placed on the top left side of the spread) is centered, making reading difficult.
- Companies:
- Frontgate
- Williams-Sonoma