[McMurry Inc. CEO Chris McMurry responds to Loose Cannon: I Want My $2,000 In Pennies, http://directmag.com/loosecannon/loose-cannon-2000-pennies-091106/ Newsline, Sept. 11, 2006]:
2,000 Dollars, and Two Cents
Our conversation in follow up to your recent piece “Loose Cannon: I Want My $2,000 In Pennies” reminded me of the importance of communication clarity. I’ve often said to people ranging from my family members to my staff that, most often, a problem arises as a result of some sort of miscommunication.
In the instance of your article, now that we’ve spoken, I can see that was the case, and I can see how you thought the promotional piece was an attempt to pay off reporters to cover McMurry. That was not our intent at all. I know the lines between church and state are ever-blurring, and I realize this is a sensitive topic among journalists. We have no need to pay for media coverage; we have a stellar record of coverage earned on a newsworthiness basis. A quick visit to (http://www.mcmurry.com/about/about_news_release.asp) shows that this is indeed the case for topics such as being named the #6 best place to work in the U.S., acquisitions of competitors, new business wins, expansion projects, and so on.
The promotion you received was mailed to customers, friends, neighbors, media, and others who are generally interested in our company. It was designed to get our “constituents” — especially those unlikely to make the trek to Phoenix — involved in our grand re-opening (to celebrate our beautiful campus renovation) event. It did that in a small, fun way by inviting people to write things — that they would submit to McMurry, versus being published in the media — about their experiences with our company.
Those writings will be tucked into a time capsule that has a specially-designed area in our new campus. Also, the winning entry will be receiving a $2,000 cash donation to a charity of their choosing, and a park bench on our campus will carry their name.
Now, as Paul Harvey would say, “the rest of the story.”
Your article referred to Rick Springfield’s involvement in our grand re-opening as not relevant, and misguided. To the contrary, it proved to be sheer genius. The part of the story we didn’t share publicly is that our grand re-opening had a split personality.
First, the traditional ribbon-cutting with dignitaries. Second was that we partnered with the Society of Healthcare Strategies and Market Development, which was holding its annual convention in town, to be the host of their primary social and networking event.
We are a leading provider of marketing communications services to the healthcare industries, and the result was an opportunity to have an unprecedented volume of customers and prospects on our campus, and to give them an experience they won’t soon forget.
Picture more than 50 customers, and 550 prospective customers, average demo being female aged 35-50, all with fond memories of Springfield (who has had 17 top 40 songs, and has sold more than 20 million albums) as a General Hospital hunk and rock and roll stud, all dancing, singing, and swooning to Rick’s, frankly, spot-on and magical performance. Wow!
Some quotes from client and prospect attendees:
“This is amazing. I really enjoyed the tour. I was glad to learn more about McMurry. It was so generous of you to host this concert. Everyone has been so nice to us. I want to work here!”
“This was the best night of my life.”
“We were all looking forward to this all day! We couldn’t stop talking about it. I can tell you we’ll be talking about it for the rest of our lives!”
“We thought you were exaggerating about your company on the bus, but you were right, McMurry truly is a great company!”
Some of the direct marketing details included all pre-registered guests had to pick up their special event passes at McMurry’s conference exhibit, generating unmatched foot traffic and envious competitors. There were 25 “back-stage” passes for some lucky ladies (and a few guys) who got one-on-one hugs and photos with Rick afterwards.
And, this week, as conference-goers return to their desks, they’ll receive a video of the memorable event along with plenty of McMurry propaganda. We estimate that we will generate more than $3 million in sales as a result of the $150,000 investment and strategy.
It’s this type of thinking and approach to business results that is causing our business to expand rapidly (the number of staff at McMurry has doubled in the last two years to 150) and for some of the country’s leading brands — like The Ritz-Carlton, Amtrak, AON and Kaiser Permanente, to name a few — to seek our involvement.
I’ve enclosed some photos (in addition to the quotes) from the event that will help address thoughts posed in your article related to wondering what our clients thought about the event, how well they like being associated with McMurry, and how they feel about retaining our agency.
I think it would have been good had we talked prior to your article, because that might have avoided some miscommunication, and surely would have illuminated for the readers a pretty cool story about a remarkably successful direct marketing program that others will probably take some future cues from.
Chris McMurry
Chief Executive Officer
McMurry, Inc.
[email protected]
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