I know this bill board campaign is something like 10 years old, but I still love it. Chick-fil-A did something pretty incredible with their bill board campaign. According to something I read in a journal article written by Leonard Berry the execs at Chick-fil-A knew they couldn’t compete with the big fast food companies such as McDonald’s, Burger King, and Wendy’s. These behemoths had more marketing dollars to be spent on expensive marketing channels such as tv – than the smaller Chick-fil-A.
What did the chicken restaurant do? They decided to dominate one advertising medium, rather than spread their advertising resources thinly over multiple marketing channels. Doing this and they would likely go unnoticed.
If you want to read the original article, and you are having a hard time tracking it down, email me and I should be able to help.
