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Ellish Marketing Group introduces new marketing campaign with a focus on guest acquisition for Souplantation and Sweet Tomatoes Restaurants
number of new guests for the brand. FSI’s will also be a part of the marketing effort.
NBC News: Chick-fil-A out of the fryer, into the fire with Ellish Marketing Group president and CEO, Warren Ellish
By Martha C. White
Chick-fil-A is playing a high-stakes game of chicken that has nothing to do with its sandwiches.
President Dan Cathy’s public stance on gay marriage kicked off a firestorm that could hurt its sales and growth prospects, although restaurant analysts say support from the religious right in core markets could make the overall business impact a wash. But to sustain this uneasy equilibrium, the company has to avoid saying or doing anything to further inflame two opposing groups of consumers.
The Atlanta-based food chain is fending off accusations of hostility to the LGBT community following Cathy’s comments in support of traditional marriage and the “biblical definition” of families.
Then came the backlash to the backlash: A second elected official in Chicago challenged the push to keep the company from opening a new restaurant there, Republican politicians Mike Huckabee and Rick Santorum voiced their support for the company, and supporters rallied around the idea of a “Chick-fil-A Appreciation Day.”
On Friday, New York City’s Mayor Michael Bloomberg weighed in, saying that it’s “none of the government’s business.”
A few days after Cathy’s statements became public, Chick-fil-A issued a statement saying, “Going forward, our intent is to leave the policy debate over same-sex marriage to the government and political arena.”
That would be wise, said Tim Calkins, professor of marketing at the Kellogg School of Management at Northwestern University.
The emergence of two strong, polarized public responses puts the company in a tough spot, he said. “There are people who strongly support their position, which means the company can’t backpedal too much,” he said. “They could risk turning off a significant number of customers” with expressions of solidarity for either camp.”
“I’m not sure they should be trying to make one customer group happy over another,” said Eric Giandelone, director of food service research at Mintel. “From a food perspective, [they should] try and bring in as many customers as they can.”
Analysts are divided on to what extent this controversy will affect the company’s bottom line. “I don’t think it’s going to make much of a difference in the long term,” Giandelone said. “They’re almost kind of netting each other out.”
This effect isn’t going to be homogenous, though; when the dust has settled, there could be a much sharper delineation between which markets are friendly to Chick-fil-A and which aren’t. This appears to be happening already: According to a YouGov BrandIndex survey, the chain’s reputation among consumers fell sharply in nearly all regions of the country following Cathy’s remarks. The exception was the Midwest, where its score climbed higher for a brief period of time, then returned to its previous position.
In markets like the Bible Belt, where the company has its roots, “It will probably strengthen their brand and strengthen their sales,” said Warren Ellish, president and CEO of Ellish Marketing Group, LLC. “Communities keeping them out will obviously hurt them.”
Ellish suggested that the company might just walk away from places where it receives a chilly reception. “As a privately held company, they have the right to do that,” he said.
“They’ve been willing to give up one of seven days worth of sales,” he said, referring to the chain’s rule of keeping all its restaurants closed on Sundays. He added that executives might say, in effect, “If we miss a few markets where the brand’s not welcome, we’re no worse.”
Don’t Let A Point Of Similarity Become Your Point Of Difference
Successfully identifying and securing a powerful brand positioning is of critical importance to every brand. It is helpful to anyone who wants to influence other people. Whether you are promoting a product, a service, a cause, a candidate, an organization, an institution or even yourself and your own career. Positioning will aid in getting your desired message across to the people you want to reach and make an impression that lasts.
One of the critical steps in developing a powerful brand positioning is to identify your brands point of difference – – the specific consumer benefit which you want consumers to associate most readily with your product or service. What does your brand do that no one else’s brand does as well and that your target cares about?
When defining your brands point of difference, don’t let a point of similarity become your point of difference. So often I see this.
When speaking recently to industry audiences on branding and brand positioning (National Restaurant Association Show, International Franchise Association National Convention and Entrepreneurs’ Organization Global Leadership Conference) or to the executive teams of clients, I ask three short questions: How many of your grew up wanting to be average? Or just like everyone else? Or of good quality? Rarely do I see any hands or much of a positive response. However, many brand leaders are perfectly OK about making their brands just like this – – average, just like everyone else and good.
Many of the items that are an integral part of your product/service but are not preemptive, ownable and defendable become points of entry into your competitive set and are nothing more than points of similarity. Yes, they are all important to your product or service and in many cases you must deliver on these flawlessly just to be in business. But this is not what sets you apart, not a reason a customer should or will choose to use your brand over competitor brands, and most definitely this is not a reason for them to ever become a brand advocate.
For more information on how to quickly and affordably position and brand your business to succeed in today’s competitive marketplace, visit www.ellishmarketing.com, or reach Warren directly at 303-762-0360 or moc.gnitekramhsillenull@hsille.nerraw.