Marketing
Can You Recover
from a Marketing Mistake? by Michele Rempel
W
ill Rogers famously said, “You never get a second chance to make a good first impression.”
52 Pillars of Franchising
Of course, it’s true that your business will never have the chance to make another FIRST impression. But if you make a bad first, or tenth or twentieth impression because of poor communication, a big product or customer service mistake, a bad day or any one of a myriad of ways you can disap-
point a customer, can you use marketing to make an unsatisfied customer into a “re-satisfied” one? We say yes. Re-satisfying a particular customer may not be possible, especially if the screw-up was a bad one (or, let’s face it, it’s just a customer
