When It’s Good to Get It Wrong

Generally we want our public communications to be accurate. But people make mistakes and they make mistakes with their internet communication content.  These mistakes may create problems, humor or simply be insignificant. And sometimes it’s damn good marketing.

Yesterday, the Downtown Highland Park Alliance sent an email highlighting reasons to come to downtown and do business. Sponsored, as it is, by the downtown merchants, these retailers and restaurants are featured for their offerings and specials.

When the Alliance promoted their upcoming weekend, they featured City Park Grill in the FIFTH section of their email and second text listing (think scroll….) under This Week’s Specials.  They got the 6 oz. Skirt Steak dinner price wrong.

So the Alliance fixed it. They sent a Correction email exclusively featuring City Park Grill and an accurate listing of their specials. In this case, the error by the Merchant Association created an opportunity to focus on City Park Grill.  I never noticed City Park Grill in the original email. But I sure took notice when I received the featured correction. A marketing error creates a make-good that’s better than the original promotion. For City Park Grill it was good that they got it wrong. And all’s well that ends well.