By Mary Jane Grinstead
My husband is a lifelong Cubs fan and a Cubs season ticket holder for about thirty years. Now that we have made it into January, the money for the season tickets—these days a wheelbarrow full of gold—is due in just a few days. They’ve raised the prices and we are none too happy about that or about the way they played last year, but what choice do you have if you’re a die hard fan but to pay for the tickets and hope for the best.
Last week, a UPS box from the Cubs showed up at our front door. Instead of another calendar or refrigerator magnet, the box contained a baseball cap.
Now before I talk about this particular baseball cap, let me say that we have an antique hall tree positively dripping with dozens of Cubs baseball caps. As you can tell from the picture, Phil’s collection includes multiple versions of the official red and blue National League Cubs baseball cap—with a choice of red or Cubs blue brims.
But his collection doesn’t stop there. He also has a navy blue cap with Wrigley Field EST. 1914 written across the front, and a far less traditional hot pink one sporting the word CHICAGO with the word Cubs tucked inside the O. There are blue ones and grey ones with cute little bears, from a white fuzzy critter holding a bat to a bright blue bear face with a golden snout rings around his eyes that make him look like he’s wearing spectacles. Sitting bears, crouching bears, cartoon bears and realistic bears, Phil has caps featuring them all.
He also has three Division Champions caps from 2007, the heartbreaking 2008, and his favorite from 2003 that Antonio Alfonseca gave him off his head when the Division Champions caps sold out before Phil could buy one.
And now, I figured the Cubs had sent one more. Then I heard a “Wow, this is pretty cool.” Phil was standing in his office, turning yet another Cubs blue baseball cap over in his hands with this goofy grin on his face. “Check this out,” he said.
Stitched on the back of the baseball cap that those lovable losers sent was the following:
SEASON TICKET HOLDER
It was a little thing, and yet it was huge.
In our book, Barry and I write about taking care of the customers who have been with you a long time. A lot of times, it doesn’t take much. As the new owners of the Cubs seem to know, a little appreciation goes a long way.
How do you show your appreciation to those customers who have been with you a long time? Write and tell us. We’d like to share your ideas on our blog.