Posts Tagged ‘Earned Media’

Chick-fil-A Boycott A Marketing Coup

steveparkhurst | August 1, 2012 in Advertising,Earned Media | Comments (0)

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I’m sure no one reading this post needs to be updated on the controversial scenario that has embroiled Chick-fil-A recently. Conservatives and Republicans had set today as the day they would support the national chicken restaurant chain to show appreciation for the stance that the owners of the restaurant chain with regard to gay marriage.

For the amount of business Chick-fil-A did today, and will still do today, I have begun to wonder how much they would have had to spend on the advertising to generate the number of customers they served today.

The people who decided to attempt to hurt Chick-fil-A’s business, probably did not count on the residual effects of their planned protest. By this I mean the number of people who went to Chick-fil-A for the first time or the first time in a long time. They were likely reminded of the quality of meal available at Chick-fil-A, and thus they likely will return at a later date for another meal, this means one customer was possibly two customers.

Ten years ago, this type of protest also might have carried slightly less weight. But now, people were tweeting and facebooking about their meals and their trips to Chick-fil-A…more advertising for free. And finally, the earned media via the news coverage of the day’s protest: lots of Chick-fil-A restaurants were featured on many local and national news segments. Chick-fil-A’s logo and clean restaurants were shown on tv channels everywhere, even if the tv’s were on mute, the visuals were powerful.

I’m willing to bet this boycott of Chick-fil-A did not hurt their business. In fact, I think this was a marketing coup for the national chain, for which they paid nothing.


Apple Announces iPad 3

steveparkhurst | March 7, 2012 in Earned Media,Promotional,Visual | Comments (0)

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One of the greatest marketing machines of all time, Apple, held an event today in California to unveil their latest iPad 3. A complete recap of the event and all the new iPad details can be found in this PC Mag recap. Recaps like the one PC Mag is running, are worth more than some of the best advertising Apple could create. Earned media at its finest.

Apple Logo PCMag - The Parkhurst Group

The new iPad will hit stores on March 16th, but it can be pre-ordered on the Apple website today.

Apple iPad3 PCMag - The Parkhurst Group


Gallery Furniture: A Great Story with a New Chapter

steveparkhurst | July 5, 2009 in Advertising,Branding,Earned Media,Marketing,Promotional,Television,Visual | Comments (0)

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The recent saga of Gallery Furniture is proving to be very interesting. And from that saga, the marketing, branding and rebuilding opportunities to be learned from are equally interesting.

For those who may not know, Houston based furniture giant, Gallery Furniture had a fire recently that left the retailer unable to sell furniture. As it turns out, Jim “Mattress Mack” McIngvale, the founder and owner of Gallery Furniture, has a lot of social capital in the bank. Mattress Mack has been a visible figure in the Houston area for many years, whether it’s been his radio ads, tv ads, newspaper ads, visibility at Houston sports venues or greeting people at the main entrance to his furniture stores. You’d be hard pressed to find someone who doesn’t recognize Mattress Mack, and even harder pressed to find someone that can’t name for you one of Mack’s philanthropic endeavors.

Mattress Mack’s massive furniture cathedral on Interstate 45 is part showroom, part museum. There is a ton of furniture there to be sure, but there is also a lot of memorabilia from sports heroes to presidents, some things signed, some things don’t need a signature. Some photos include Mattress Mack with the sports figures or presidents. Mattress Mack has been known to come to the aid of citizens in need, anywhere in the world. You may recall Mack was right in the thick of the Clinton Bush initiative to send money and supplies to tsunami victims.

Mattress Mack maintains a blog where he writes about things going on in and around Houston, and it’s not just about selling sofas or waterbeds. He also posted about the recovery and rebuilding efforts since the fire shut down the main location. The really amazing thing about Mack is that the community at large has rallied around Mack to help him re-open bigger and better. How many cities have a business owner that the community would go to bat for to help rebuild? Most cynical people would shrug off the ordeal and say that insurance should cover the damage.

Not so with Mattress Mack and Gallery Furniture. Fundraisers are being held and money is being raised to get the doors re-opened and the merchandise moving again. Citizens have written to support Mattress Mack and others have volunteered numerous hours with cleanup and other duties. Now, Gallery Furniture’s re-opening has been seen as monumental, and as an event to be celebrated.

Witness the billboard below to understand. The whole community knows the story. This advertising is simple at its simplest. The date, 7-4-09 and the place, Gallery Furniture. That’s powerful when you can narrow your ad campaign like that.

Gallery Furniture Billboard - The Parkhurst Group

One of the many billboards around Houston indicating Gallery Furniture’s grand re-opening

You cannot replicate the Mattress Mack model overnight. It takes time and commitment. It also takes something else, something that maybe I can’t even define. For the lack of a better word or phrase, it takes heart. It takes the heart for doing good, the heart for doing right and the heart for people.

For years Mattress Mack has been giving back to Houston. In the recent weeks, Houstonians have been giving back to Mattress Mack.

If you have your own local Mattress Mack, please share their story with us, email Steve @ this domain and let us know how we can talk to this person about profiling them and sharing their story.