The Dual-use Concept
Incidentally, the tone of the on-air commercials by the talk-show hosts is captured in the catalog, and the catalog copy is repeated on the Web site (www.ccrane.com). That is, the messages are integrated from the catalog and Web site.
Moreover, C. Crane Co. makes you feel good about being a customer. The owner's letter on page 2 of the catalog talks about having been in business for more than 25 years, making for what they call "a hometown company with a hometown way of doing business." The copy states:
Our mission is to listen to you, help answer your questions and to help you find the items you need. As we have done for 25 years.