Harold’s Chicken Shack Lets Its Fans Do the Marketing
Everyone in the Chicagoland area has heard of Harold’s Chicken Shack. And before its fans took its message to the social networks, out-of-towners would have looked at is as just a random chicken joint.
I’ve been to Chicago my fair share of times over the years on business, and never heard of Harold’s. That is, until I did a search on Google Maps of the Chicago Hilton, where I stayed for a conference last week.
I clicked on restaurants, and Harold’s showed up on page two despite being right out the back door of the Hilton. But it peaked my interest because fans of the eatery gave it some great reviews.
When I Googled Harold’s Chicken Shack, I couldn’t find an official Web site. But I did get a bunch of user generated content – from blogs to tribute sites – that have allowed it to slash its advertising budget.
When I asked PROMO editor at large and Chicagoan Brian Quinton about Harold’s, he said he didn’t recall seeing any local advertising from them in quite some time. It looks like positive user-generated content and word of mouth is helping it fend off rivals like KFC (and the KFC closest to Harold’s #62 on South Wabash seemed like a ghost town compared to the bustling independent chain last week).
It’s no wonder Harold’s doesn’t advertise, and doesn’t have an official Web page (although some of its locations have sites). Word of mouth about the independent chain has spread thick across through social media.
So what’s out there to build a brand affinity?
· Positive reviews linked to Google Maps: Yeah, Web 2.0 can open your business up to some negative – even ruthless – feedback, and can ruin your business. But Harold’s is fortunate enough to have escaped a bad rap.
· Blogs: The well-known Holly Eats gave it “4 grease stains;” The Unofficial Harold’s Chicken Weblog was updated Friday for the first time in more than a year, but the feedback has been flowing.
· Wikipedia: Want to know more about the 58-year-old Chicago chain? Its fans built a Wikipedia shrine to it. It includes the history of the chain, how the bird is cooked, and other droolable facts.
· Facebook: Yep, that’s me who joined the Harold’s Chicken Shack group. I was so impressed by the experience that I wanted to share it with other like people.
· YouTube: You can view some of the chain’s old commercials… or better yet, the viral “Harold’s 6 Piece” video.
Lesson learned? Maybe social influence marketing and user generated content can help keep the little guy afloat amidst a land of corporate choices.
