The Chick-fil-A-First-Amendment-Marketing-Nuclear Weapon
nuggets in every order on a record business day that was originally proposed by the company to be Customer Appreciation Day, but turned into Chick-fil-A Appreciation Day. Yet it was not simply a statement on marriage that inspired support. It was the company's habitual practice of over-the-top commitment and dedication to customers that showed itself to be effusively reciprocated by its customers.
This business model and philosophy, informed by faith, is what inspired a marketing strategy that precipitated last week's "Chick-fil-A-First-Amendment-Marketing-Nuclear Weapon." No doubt, it will go down in business history as genius, but CFA customers know and appreciate that it has been many faithful years in the making.
It was the Baptist Press interview that spawned all the vehement opposition and inspired a tsunami of support in response to the vitriol perceived by loyal customers against Cathy's company. CFA customers are happy to pay full price, receive second-mile service, and are loyal enough to recommend Chick-fil-A to others. As the nation witnessed last Wednesday, they are also Raving Fans who will come out in droves to support the community business that has supported them with great sincerity for so long.
Years from now when students are in Marketing 101 classes they will be studying last Wednesday, in which an unorthodox, grassroots marketing strategy, combined with one transparent, uncontrived, sincere public statement of faith, created six months worth of business and enough social media coverage in a single day to flout months of traditional advertising.
Boom. Subsidiarity genius.
Sonja Corbitt is a Catholic speaker, Scripture study author, and a contributing writer for Catholic Online. Visit pursuingthesummit.com to book Sonja for your next great event, or to order her talks or 10-week, DVD-driven Bible study Soul of the World, on the Scriptural "whys" of Catholic faith and practice.
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Pope Benedict XVI's Prayer Intentions for January 2013
General Intention: The Faith of Christians. That in this Year of Faith Christians may deepen their knowledge of the mystery of Christ and witness joyfully to the gift of faith in him.
Missionary Intention: Middle Eastern Christians. That the Christian communities of the Middle East, often discriminated against, may receive from the Holy Spirit the strength of fidelity and perseverance.
Keywords: Chick-fil-A, Marketing 101, Sonja Corbitt, kiss-in, Dan Cathy, Truett Cathy, subsidiarity, Catholic moral teaching, economics, marketing, Sonja Corbitt
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