marketing 101
Small Businesses can learn from Umpires Apology
Recently, local Portland native (and Major League Baseball umpire) Jim Joyce made a questionable call at first base which resulted in disqualifying pitcher, Armando Galarraga's perfect game in Detroit vs. Cleveland.
He went to the dressing room and asked to see the replay. After reviewing, Jim the play he decided that he had made the wrong call. He went the the press conference after the game and apologized in tears, saying, "I just cost that kid a perfect game, I blew that call."
MLB offered him the opportunity to take the next day off (because they knew that the Detroit fans could create all kinds of havoc with him). Jim told them that he was going to work that game and confront everyone head on with his head held high.
Jim went out to the pregame meeting the next day and the Detroit Tigers had "the almost perfect game pitcher" Armando Galarraga come out to represent the Tigers. The two men shook hands and Jim told Armando how sorry he was. Jim was in tears again and to the surprise of all the media, the crowd was supportive to both umpire and pitcher. Jim not only got the respect of the Detroit fans, but also of Galarraga and the majority of baseball supporters because he immediately came out to tell everyone that he was sorry. He didn't wait to come up with some excuse, nor did he need anyone to cover-up for him.
Moral of the story: Make the apology immediately after you have discovered your error. You will be respected and given another opportunity to prove yourself.
Besides this story having the marketing connection I have some interest because I used to umpire softball for twenty five years and know some of the feelings that was going through Umpire Joyce. I found out that I got more respect when I came forward and said "Sorry, I missed that one" rather than sticking my chest out and denying any wrong doing.
© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.
BP Oil Tragedy - How to say I'm Sorry
Well it sounds like it is just getting worst down in the Gulf of Mexico.
Rumors are spreading far and wide. I don't think that anyone could paint a worst picture for the executives at BP (British Petroleum). Someone has even created a new logo (see below).
I am just finishing up on a great marketing/sales book (it is on my book list) called "I love you more than my dog" by Jeanne Bliss. The book is a lot of stories about successful businesses that go over and beyond the expectations of customer service with their clients.
Her final chapter is "Decide to Say Sorry" about apologizing and repairing the emotional connection with your clients. If I was the head of BP marketing I think that I would make the approach that Starbucks did by building a meaning experience with their clients (mystarbucksidea.force.com).
How can you begin the healing? As in Jeanne's book, to make your apology sincere you should react immediately.
How could BP show me that they are sincere (instead of pointing fingers)? I do have to give them some credit for providing some contact information on their website.
1. Move one of your operations down to the area where they are hurt the most.
2. Have company officials move to the area.
3. Build pet/animal hospitals (in each state) for aquatic life.
4. Provide community food share donors for local businesses that are out of work.
5. Get a network search for inventions to assist in cleanup.
How many other great ideas are there for BP to say that they are sorry? Give me your best idea!
© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.
Local Fishing Pole Company has a Lifetime Member
My studio partner, Jeff White (Radiant Imagery) outside of his painting career loves to fish. One day at the studio he told me that he had a great new invention that he wanted to develop. I asked him what it was and he said that he was developing a new way to fix broken fishing poles. He was showing me the process of putting in a tapered piece of round metal dowel in between the two broken pieces. He must of spent all day trying to work this fix out. Nothing really worked until when he said to me. I am going up to Woodland, WA. I asked him what the hell was he going to do up in that little rural town.
He said, "There is a fishing pole company (Lamiglas) up there that I need to go visit." Well, if you are in the fishing industry this is a very respectable fishing pole company. Jeff came back a couple hours later with a huge smile on his face. I asked him, "What are you smiling about?" He said, "I will never buy another pole from anyone else, they replaced the broken tips without any questions. They are warrantied for life." Lamiglas made Jeff a partner for life. Smart company. Smart marketing!
© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.
