How a Single Email Preempts a Reputation Headache

Very few people seem interested in proactive reputation management. The big bucks are often reserved for cleaning up a mess. However, being proactive is not only cheaper, but can result in preempting any negative issues that might get raised. Setting the scene is a crucial tactic that more businesses should follow.

And, if a little town in North Carolina can do it, so can you!

The email below was sent to me 48 hours before the start of ukulele legend Jake Shimabukuro’s concert in Clayton, NC. I’m a huge fan–don’t get me started–but I have never been to Clayton before and, to be honest, considered the trip a minor inconvenience in order to see one of my favorite artists. After receiving this email, I now know what to expect when I arrive, where to park, where to eat, and even how to get Jake’s autograph!

We look forward to seeing you this Saturday, Jan. 28, at The Clayton Center for the Jake Shimabukuro concert. We wanted to make you aware of a few things so that you have the best experience possible at The Clayton Center.

The show has sold out, so we are expecting a full house. Showtime is at 8:00 p.m. The Clayton Center will open at
7:00 pm, and seating in the auditorium will begin at 7:30 pm. Concessions, including beer, wine, mixed drinks, soft drinks and coffee, will be available throughout the evening. Cash and credit cards are accepted at all of our bars except the coffee bar (cash only) and beverages are allowed in the auditorium.

Parking at The Clayton Center is always free. There are two parking lots — one is located behind the building (Horne Street entrance) and one is on the corner of East Second and Fayetteville streets. Once parking in these lots is full, you may park on the street as long as you park legally. Please avoid any “No Parking” areas marked by signs or “yellow” zones.

Prior to the show, we encourage you to enjoy dinner at one of the following independently operated downtown Clayton restaurants — Clayton Steakhouse; Mulberry on Main; Lucky Chicken Peruvian Restaurant and Festejos Mexican Restaurant. But be sure to save room for dessert – we serve homemade whoopie pies fresh from Clayton Bakery and Cafe at our coffee bar.

You may also want to stick around post-show for an opportunity to meet Jake and have him sign a CD or other merchandise!

If you have any questions about this performance or about The Clayton Center, please feel free to call the Box Office at 919-553-1737, Monday-Friday, 10 a.m.-noon and 1-5 p.m.

Peace, Love and Ukulele!

The Clayton Center Staff

Again, this is an excellent example of proactive reputation management, from a small theater, in Clayton, in North Carolina. Does your hotel send out a similar email to guests before they arrive? Does your restaurant email reservation holders with the night’s specials? Does your auto repair shop send out reminders of oil changes?

Take a look at your business and ask yourself, what questions might a new customer have before they [fill in the blank]. Preempt their questions or concerns and you’ll create a positive environment from the get-go!