So what do you do when you’re a manager of a struggling NBA team and unhappy fans decide to speak their mind by wearing paper bags on their heads?
The gritty PR folks for the New Jersey Nets created a strategy for their coach that not only “saved face” for the fans, but for the team as well. They decided that turnabout is fair play.
The Nets had a “Bag Exchange.” If a fan arrived with a paper bag, they were invited to turn in their bags for a nylon bag with the Nets logo on it, and a note from the manager. The note read, “Thanks for letting us see your face, we hope we see it more often at Nets games – Regards, Brett Yormark.”
Fans were surprised by this move – it was not promoted in any way. And, initial response from fans has been positive.
So if you have disgruntled customers or clients that speak out, it is always best to take the high road (and if you can do it in a clever way so you can gain positive publicity and share your side, even better).
So, what about the two fans that started the paper bag trend? Mr. Yormark invited them to a bag lunch at the Nets offices. Nice.
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