Marketing Insight – Cleveland Cavaliers and Dan Gilbert
Shortly after Lebron James announced his future career with the Miami Heat franchise, Dan Gilbert, the owner of the Cleveland Cavaliers for the last 5 years posted a letter to the Cavs fans basically bashing Lebron James and talking about his lack of effort in the playoff season.
While I agree that during the series between the Cavs and the Celtics Lebron James seemed distant and apathetic to what was going on around him, should Dan Gilbert have been as harsh as he was in his statement about Lebron James?
In the world of marketing and public relations, it is important to turn the negative into a positive. Take Toyoto for instance. When they had their major recall earlier this year they didn't blame it on the drivers. They took complete responsibility for the situation. They apologize and promised to make it better. Now is probably the best time to buy a Toyota Same thing when Firestone had their big recall on tires several years back.
Although his letter to Cleveland Cavaliers fans was a little inspiring, Dan Gilbert should have turned the negative into a positive. He should have thanked Lebron for his 7 years of loyalty and dedication to the team, wished him luck, and then promised the fans that he would make the Cleveland Cavaliers franchise one of the best NBA franchises they have ever seen.
In retrospect, I was really hoping Lebron was going to really shock the world and announce he was joining the Washing Wizard or was going to be a free safety for the Cleveland Browns, but I guess Miami will have to do.
You can read Dan Gilbert's letter to the Cavs fans by clicking here: http://www.cleveland.com/cavs/index.ssf/2010/07/gilberts_letter_to_fans_james.html