Thanks to Seth Katzs from Katzs Marina for sharing one more amazing Drawer Find. This special Chris craft Brochure is not only rare as heck, but also a blockbuster of insight into how the Smith Family wanted to be seen. We will also add, that this brochure was most likly a huge deal to produce and release. Possibly the first real push to the general consumer.
You can feel it in the text. They are saying that all the water ways are now open to A Chris Crafter, and talking about every family that has a car can have a Chris Craft. mmmm Maybe Henry Fords push was rubbing off. Its always interesting to see History through human behavior rather than the gloss that time can paint onto things.
This brochure shows an entire family stretching and pushing it all out there. And its clear from the start, they understood that emotional marketing is far far stronger than rational selling. These are boats after all. Kudos to the Smith’s for having the courage to lead with emotion. We still LOVE the brand because of that. One of the coolest parts of this brochure is listing “Chris Crafters” around America that are on board.
This is a classic “Band Wagon” Marketing style and works well, when you are starting out. Its a way of saying you are not alone in your passion, and very important in leveraging early adopters to main stream customers. Genus stuff.
We have heard, and this is from Pete Beauregard, one of the great sources of information, that the 26′ Chris-Craft was such a success that it’s really the boat that helped Chris-Craft become a global success. This may not be exactly right, but that year Chris-Craft sold close to 1.300 boats, and that helped them go to the bank and get money to expand. The 26′ Chris-Craft triple was a huge seller and can be credited as a corner stone boat for the company, and thus the entire pleasure boating world.
All this cool stuff is reflective in this brochure, which was a huge deal back in the day. And to think all this was sitting in a drawer. Got any cool Drawer finds?