Dallas Voice (Dallas, Tex.), Vol. 27, No. 2, Ed. 1 Friday, May 28, 2010 Page: 31 of 68
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From Page 21
But it has to be useful and something that's going
to last longer," Lindsey said. "I think when people
■see how we do it, they comprehend it more."
Their customers see that they don't make rec-
ommendations they wouldn't follow themselves,
Craig & Crain projects the successful image
of a much larger company. They share space
with an advertising agency in a larger down-
town office in the West End. Calls are answered
with the message, "For marketing, press L For
promotional items, press 2 ... /' But all calls are
all forwarded to Lindsey'scell phone. They joke
that to get through, just press any number you
Even the company name suggests different
owners. "Crain" and "Craig" are the partners'
When we're at
® ® lunch, we're work-
ing. We take our notebooks
and we're coming up with
tag lines and searching for
products.... It's what you
have to do when you're a
Crain & Craig
But along with that big image comes quite a bit
of hard work, over-promising and over-commit-
ting that must be achieved to satisfy their cus-
tomers, Ramos said.
For several years, Lindsey and Ramos, along
with a third partner, ran a marketing firm. They
counted Wal-Mart among their customers. De-
spite the retail giant's reputation for devouring
and destroying small companies, both describe
their relationship with the company in good
They created product displays for several de-
partments not just to increase sales but also to im-
prove consumer knowledge and minimize
returns. Once approved, they would have to repli-
cate the display for more than 4,000 stores.
That experience with the world's largest retailer
gave them the confidence to pursue business re-
lationships with any other store chain. Now when
a retailer asks them to create a display and dupli-
cate it for just 100 stores, Ramos said that's easy.
When the previous partnership broke up, Lind-
sey and Ramos knew they wanted to continue
They knew they were going to create a new
business, and Lindsey said it didn't matter what.
He said it could be a laundry business, as long as
they were working together.
They decided to concentrate on promotional
But their marketing background didn't stop in-
truding into the business. Lindsey admits that
sometimes it adds to sales, but sometimes it hurts.
He said that he will talk a customer out of buy-
ing an item if it doesn't fit the image of the com-
pany, and he prefers items that customers will
keep rather than something they'll use once and
toss out or consume.
However, their marketing experience has in-
creased their business overall. He explained that
promotional items should be part of a larger cam-
paign, and that's something he helps his clients
Without an effective marketing plan to use the
promotional items, they won't be effective and re-
peat sales would be limited, Lindsey said.
Ramos said they are always looking for new
ideas or how something might work for a partic-
ular company. Both were sitting with their laptops
"When we're at lunch, we're working," Lind-
sey said. "We take our notebooks and we're com-
ing up with tag lines and searching for products.
Or I'm at home watching television and I see
something and think it would be perfect for some-
Lindsey said he's never been happier than he
is with Crain & Craig but his business consumes
every waking hour.
"It's what you have to do when you're a small
business," he said. ■
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Nash, Tammye. Dallas Voice (Dallas, Tex.), Vol. 27, No. 2, Ed. 1 Friday, May 28, 2010, newspaper, May 28, 2010; Dallas, Texas. (digital.library.unt.edu/ark:/67531/metapth239118/m1/31/: accessed May 24, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT Libraries Special Collections.