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Case Study of Chick-fil-A: A lesson in extremes: [Buyers vs Haters]

by copyassassin
12 replies
Warriors,

This is gonna be old hat for experienced copywriters (and incredibility valuable for newbies)

Before I show caseshow an important element in copy, I want to make to this clear:

I believe there is a consitutional right for same-sex marriages to be allowed; there is nothing morally wrong with same-sex marriages; that I fully support same-sex marriages.

In case you've been spending too much time reading WSOs, you may have missed Chick-fil- A president and COO, Dan Cathy saying:

"We are very much supportive of the family -- the biblical definition of the family unit," Cathy said. "We are a family-owned business, a family-led business, and we are married to our first wives. We give God thanks for that."

This created a lot of controversy.

And mayors in major cities now want to ban the chain from entering their city via zoning regs.

And in response to that backlash, another one started: those who don't believe in same-sex marriages.

CNN has an interesting article here: Chick-fil-A restaurants become rallying points for supporters - CNN.com

And today supporters have lined up to get inside the restaurant to support the chain*.

Here's the point: every product/service is for a particular target. And as you refine the target, you have a client a very specific avatar, and then you aggressively go after your target.... you will have excluded a lot of people.

And some folks will get upset at you. In fact, a properly done campaign SHOULD piss people off** (it should also endear you to your target).

If 5% of every campaign got pissed at you, and 5% bought the product, I'd say all is well. Right?

So...

Be Bold. Be controversial. Play to AND reinforce existing biases of your target.

Adam

* National chains I think wouldn't be economically viable exposing beliefs like this. But, who knows.
** If there is a greater quantity of pissed off people compared to buyers, you've gotten your message to the wrong group of people.
#buyers #case #chickfila #exetremes #haters #lesson #study
  • Profile picture of the author copyassassin
    very interesting follow-up stories:

    'Chick-fil-A Appreciation Day' sets record, restaurant chain says – This Just In - CNN.com Blogs

    Chick-fil-A fans and critics take to the streets - latimes.com
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    • Profile picture of the author videolover7
      What you believe about the issue is totally irrelevant to your point. This is not the forum to espouse views on same-sex marriage... pro or con.

      VL
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      • Profile picture of the author Lee M
        Originally Posted by videolover7 View Post

        What you believe about the issue is totally irrelevant to your point. This is not the forum to espouse views on same-sex marriage... pro or con.

        VL
        Well said! Thanks.
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      • Profile picture of the author copyassassin
        Originally Posted by videolover7 View Post

        What you believe about the issue is totally irrelevant to your point. This is not the forum to espouse views on same-sex marriage... pro or con.

        VL
        VL,

        Perhaps you didn't read my entire post. Perhaps I wasn't clear.

        Here's the point:

        An effective message should alienate non-buyers and play directly to your target's emotional, spritual, or intellectual biases.

        Now, alienate has a meaning here:
        • invoke some feeling which leads to the messagee a sense of disqualification

        Many people have said, and I agree, that sales is a "dis-qualification process".

        The example I used is just a current example of this playing out in real life. A case study. What's working NOW.

        What is the dollar value of all the coverage this has gotten the Chick-fil-A?

        Millions. As in $1,000,000.00+

        BUT, it's come at a high price. Many casual eaters of the chain will no longer go there. They may even have a hard time opening locations in city (they may also have an easier time getting permits in some cities).

        In other words, the moment you pick your ideal client, you've just excluded EVERYONE ELSE.

        And this takes courage.

        I see this in my practice everyday where clients say, "But, I can work for those people, too. This method exclude those clients".

        YES IT WILL!

        HOWEVER, those with a similar belief as the owner have now become even more attached to Chick-fil-A. For these people, the resturant isn't just a place to eat, but a symbol. With creates attachment, belonging, and sense of identity....

        ...which is the goal of GREAT copy. GREAT MARKETING.

        Think about APPLE, or NIKE, or BMW...

        ... those BRANDS mean something more to buyers than the physical thing they sell. MUCH more.

        That's the point. And I hope you read far enough to here to see my point.

        ................

        And as for "espouse views" that aren't related to the topic of this forum, I understand your concern. This is a marketing forum.

        Just know that us markets are the ones that shape, twist, and warp the messages that get sent out to BILLIONS of people.

        We are the ones who cash in on peoples "shame's", "angers", and "guilt" with some type of solution to sell to them. And hopefully they work!

        And we are powerful because we are the ones that ask people to take action.

        And each marketer, should be aware of this.

        And hopefully every "A" level marketer is.

        Words are powerful.

        And despite what you my think, I think there is place for sharing or "espouse views" because that's what we as marketers exploit everyday to make sales!


        ================
        Update After Posting
        ================

        This type of coverage reminded me of Mel Gibson's "Passion of The Christ". As a Jew, I was really upset by this movie. And lot of other Jews and Non Jews were upset. In fact, a lot of people no longer wanted to see a Mel Gibson movie (this was before he did his crazy rants).

        However, the movie did do over $600,000,000.00 in gross.

        Why?

        Because the message did resonate for many people.

        The question very business owner needs to make is,"What do I stand for? And am I willing to accept both the positive AND negative of taking this stand?"
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        • Profile picture of the author videolover7
          Originally Posted by copyassassin View Post

          VL,

          Perhaps you didn't read my entire post.
          Perhaps I did.

          What you believe personally about the actual issue (pro or con) is irrelevant to the point you make and has no place in the sub forum. (I'm talking specifically about the 3rd paragraph of your original post.)

          VL
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          • Profile picture of the author copyassassin
            Originally Posted by videolover7 View Post

            Perhaps I did.

            What you believe personally about the actual issue (pro or con) is irrelevant to the point you make and has no place in the sub forum. (I'm talking specifically about the 3rd paragraph of your original post.)

            VL
            I see what your issue is, now.

            You do have a valid issue.

            From my point of view, I wanted to share an important element of copy AND wanted to avoid any client who reads this thinking I was "spreading a message of hate" or I wasn't clear in own stance.

            I have many friends in film, production, post-production. And clients too. And saying ANYTHING close to homophoic is a death sentence.

            And the internet has a long memory.

            And especially in forums, it's very easy to mis-understand the intention of what's being written.

            Perhaps in the future I won't make use of these types of the situations as case studies in public forums.
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            • Profile picture of the author deezn
              Originally Posted by copyassassin View Post

              I see what your issue is, now.

              You do have a valid issue.

              From my point of view, I wanted to share an important element of copy AND wanted to avoid any client who reads this thinking I was "spreading a message of hate" or I wasn't clear in own stance.

              I have many friends in film, production, post-production. And clients too. And saying ANYTHING close to homophoic is a death sentence.

              And the internet has a long memory.

              And especially in forums, it's very easy to mis-understand the intention of what's being written.

              Perhaps in the future I won't make use of these types of the situations as case studies in public forums.
              I think you should. It's a valid topic.

              However, I think a simple line (I'm not advocating for, or against the political topic at hand here) would suffice and perhaps that's what VL7 is getting at.

              I think it's a great topic and one I've seen talked about a lot. No one is more hated in America than Rush Limbaugh. Every time the media gets mad at him, he makes more money.
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            • Profile picture of the author angiecolee
              A valid issue to be sure, but you weren't doing this to start a pro/con gay marriage debate. You were stating your personal bias in this case. I think we always have to keep an eye on bias and how it skews personal interpretations. Everyone I know is all over the map regarding this issue. Still, the company makes money despite the controversy. I don't really think they're suffering because of the boycott - that's the power of positioning.

              They're reaching out to several groups with this appreciation day:
              • the people who just like the food and don't care for the politics
                the people who support the anti-gay marriage rhetoric
                the people who don't necessarily favor the anti-gay rhetoric but see this as a free speech debate

              It will be interesting to see if it winds up strengthening the company, pulling the company down, or having an overall neutral effect as the events play out.

              Originally Posted by copyassassin View Post

              I see what your issue is, now.

              You do have a valid issue.

              From my point of view, I wanted to share an important element of copy AND wanted to avoid any client who reads this thinking I was "spreading a message of hate" or I wasn't clear in own stance.

              I have many friends in film, production, post-production. And clients too. And saying ANYTHING close to homophoic is a death sentence.

              And the internet has a long memory.

              And especially in forums, it's very easy to mis-understand the intention of what's being written.

              Perhaps in the future I won't make use of these types of the situations as case studies in public forums.
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              • Profile picture of the author copyassassin
                Originally Posted by angiecolee View Post


                It will be interesting to see if it winds up strengthening the company, pulling the company down, or having an overall neutral effect as the events play out.

                Angie,

                I'm also really curious how this plays out.

                Both financially and socially.

                As copywriters we need to understand which direction the winds are blowing culturally.

                Adam

                p.s. you are correct, I wasn't trying to start a debate, but rather highlight my personal bias so viewers can read the post knowing my "lens".

                And also make my stance clear to my clients, which tend to be liberal socially and conservative fiscally (weird yes, but I'm the same way.)
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  • Profile picture of the author DavidG
    Wouldn't this be a big gamble though?

    After today what will happen in the long run?
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    • Profile picture of the author RecoveringTeacher
      Originally Posted by DavidG View Post

      Wouldn't this be a big gamble though?

      After today what will happen in the long run?
      Good question, it'll be interesting to see. Political views aside, their food is so bad for you so I have to wonder about the long term support, if people are going to make this a weekly or twice-weekly way to show support to a company at the possible expense of their health.
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      • Profile picture of the author RichBeck
        Originally Posted by RecoveringTeacher View Post

        Political views aside, their food is so bad for you so I have to wonder about the long term support, if people are going to make this a weekly or twice-weekly way to show support to a company at the possible expense of their health.
        RecoveringTeacher,

        I think you need to check out the restaurant ratings at Men's Health:

        Restaurant Report Card | Eat This, Not That

        Chik-fil-A - Top Rated A+

        Not matter what restaurant, you need to choose well... My favorite... Chik-fil-A Chicken sandwich... No butter... 9 grams of fat.... It is 16 grams of fat if you want butter...

        God Bless,

        Rich
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