You know, I’ve given the C’s front office a lot of praise this season for their efforts to get things right. They’ve screwed some things up, they’ve dropped the ball a time or two, but the bar they’ve set is extremely high and they’ve managed to hit that more often than not.
In fact, they’re not just hitting the high points, they’re pushing beyond them and setting an example for other pro teams in town. Check out this list of innovations over previous seasons, just in terms of marketing alone:
- Regular ads on TEAM1040 and local TV? Great.
- Cross promotions with sponsors that double the number of ads being heard? Fantastic.
- Nightly audio updates on the game just finished for radio listeners? Superb.
- Archiving webcasts on the website? Holy cow.
- Road trips to cover the game for local radio when in Everett? Outta sight.
- Press releases with audio clips of player interviews? Shut. Up.
And then there’s this, an audio newsletter being emailed to season ticket holders.
This is what happens when you don’t skimp on providing your staff with the tools they need to deliver greatness. This is what happens when you hire people because they’re great at what they do, not cheap at what they do. This is what happens when you follow through on your ideas and refuse to do things by halves.
Why this is indicative of greatness is this: the season ticket holders have already bought their tickets. Whether they turn up or not, the seats are sold and the money is in pocket. In previous seasons the attitude towards season ticket holders was, "We’ll count ‘em as present and our job is done."
But the new C’s are going the extra mile to give those season ticket holders every reason to turn up, buy a hot dog, bring a friend and bond with their ball team, even if it means Rob Fai and his team of roof trolls have to slave over a copy of Pro Tools and read a script eighteen times until it sounds right.
Getting it right is one thing, but getting it as good as it can possibly be… well, that’s a sign that it’s time to think about buying stock in Vancouver Canadians Baseball Inc.