What Can Email Marketers Learn From Lebron's Decision Fiasco?

Author:

Simms Jenkins

Source:

The hype has dissipated for the time being, but Lebron James's prime time South Beach defection was one of those moments that seemed to captivate America. I'm guessing Europeans mocked our culture and priorities, but it was a big deal (Steve Carell mocked it here in a far more entertaining "decision" interview) stateside during this hot summer.
 
Well, Lebron's marketing and business team gets points for trying, although it looks like an air ball in hindsight. They, like many of you dear readers, crafted what seemed to be a unique strategic marketing plan that had win-win components and seemingly no downside. Delivering a huge audience for the top media dog in sports? Check. Raise awareness for Lebron's brand? Check. Include a children's charity? Check.
 
Imagine the feeling of sitting in a closed conference room plotting out such a good plan that no one has ever even dared to attempt it. Then you start to think of the rewards you will reap from this genius plan and how this will take your career to the next level. Or something like that before the door opens.
 
But then, the reality goes a different way and the reaction (externally and internally) isn't what you planned. Digital marketers can make this a teachable moment to prevent something similar happening with their email program. Most of us can't withstand the negative impact that Lebron's image took, so what are the lessons learned here for mere mortals in the email marketing universe ...