When $700,000 Investment Teaches Modern Marketing Lessons
In 1993, KFC was planning to demolish Marietta's beloved Big Chicken landmark. The community's response? They raised $700,000 to preserve it. What started as a simple marketing gimmick in the 1960s had become so integral to Marietta's identity that residents fought to save it.
This story isn't just about a giant fiberglass chicken—it's a masterclass in how local character and community investment create marketing power that money can't buy. Here's how modern Marietta businesses can harness this same principle.
The Big Chicken: What Every Marketing Campaign Should Learn
From Marketing Stunt to Cultural Icon: The Evolution
1960s: The Beginning
- • Simple KFC promotional stunt
- • 56-foot fiberglass chicken
- • Designed to attract highway traffic
- • Novelty marketing approach
1970s-80s: Community Adoption
- • Became navigation landmark
- • "Near the Big Chicken" directions
- • Local identity symbol
- • Tourist attraction status
1990s-Present: Cultural Institution
- • Community fights demolition
- • $700,000 preservation fund
- • Only KFC with gift shop/museum
- • International recognition
The Marketing Lessons
What Made It Work:
- • Boldly distinctive (impossible to miss)
- • Consistent presence (always there)
- • Functional value (navigation aid)
- • Community embracement (local pride)
How to Apply This:
- • Create memorable brand elements
- • Provide practical community value
- • Maintain consistent presence
- • Encourage local ownership of your brand
Mining Marietta's Civil War Heritage for Modern Business
Storytelling Through Historical Connection
Marietta's Civil War history isn't just about the past—it's about resilience, community, and rebuilding. These themes resonate powerfully with modern business values and customer aspirations.
Historical Assets to Leverage
- • Kennesaw Mountain Battlefield: Strategic planning, overcoming challenges
- • Marietta National Cemetery: Honor, respect, remembrance
- • Root House Museum: Preservation, tradition, craftsmanship
- • Gone with the Wind Museum: Storytelling, dramatic transformation
- • Historic Downtown: Community gathering, resilient rebuilding
Modern Business Applications
- • Resilience Messaging: "Built to last like historic Marietta"
- • Craftsmanship Focus: "Traditional quality, modern innovation"
- • Community Values: "Serving neighbors since [year]"
- • Strategic Approach: "Planning for success like Kennesaw strategy"
- • Transformation Stories: "Helping you write your success story"
Marietta Square: The Heart of Community-Based Marketing
Glover Park and the Power of Central Gathering
Since the 1800s, Marietta Square has served as the community's heart. With Glover Park at its center, it demonstrates how businesses can position themselves as central to community life.
Year-Round Events
- • Marietta Square Farmers Market
- • Summer Concert Series
- • Holiday celebrations
- • Art walks and festivals
- • Community gatherings
Marketing Opportunities
- • Event sponsorship visibility
- • "Square neighbor" positioning
- • Historical connection messaging
- • Community involvement showcasing
- • Local tradition participation
Content Ideas
- • "Meet us at the Square" campaigns
- • Historical photo comparisons
- • Community member spotlights
- • Behind-the-scenes event coverage
- • Local tradition explanations
The Lockheed Martin Legacy: B2B Marketing Goldmine
From Defense Contractor to Community Catalyst
The Lockheed Legacy
- • Permanent presence since 1951
- • Peak employment: 32,945 workers (1969)
- • Catalyst for modern Cobb County growth
- • C-130, F-22, C-5M aircraft production
- • Engineering excellence reputation
Marketing Applications
- • Precision Messaging: "Lockheed-level precision"
- • Engineering Excellence: "Built to aerospace standards"
- • Long-term Thinking: "70+ years of Marietta reliability"
- • Innovation Heritage: "Where cutting-edge meets tradition"
- • Community Growth: "Growing Cobb County since 1951"
🎯 B2B Opportunity
Businesses serving the aerospace industry can leverage Marietta's aerospace heritage for instant credibility with defense contractors and their suppliers.
Putting Historic Character to Work: Practical Strategies
Content Marketing Strategies
Blog Content Ideas:
- • "Business lessons from the Big Chicken"
- • "Marietta Square: Then and Now"
- • "How Civil War resilience inspires our work"
- • "Engineering excellence in everyday service"
- • "Community traditions we're proud to support"
Social Media Approaches:
- • Historical photo "Throwback Thursday"
- • Big Chicken check-in campaigns
- • Square event coverage
- • Community member spotlights
Partnership & Networking
Historical Organizations:
- • Marietta Museum of History
- • Kennesaw Mountain National Battlefield
- • Gone with the Wind Museum
- • Root House Museum
- • Historic preservation societies
Community Events:
- • Marietta Square Farmers Market
- • Summer concert series
- • Historical walking tours
- • Civil War reenactments
Building Authority Through Historic Connections
Link Building Through Community Involvement
Historical Partnerships
- • Sponsor historical markers
- • Support preservation efforts
- • Fund educational programs
- • Provide historical tours/content
- • Collaborate on anniversary events
Community Events
- • Big Chicken anniversary celebrations
- • Civil War commemoration events
- • Marietta Square festivals
- • Historical society fundraisers
- • Museum opening/exhibit launches
Content Collaboration
- • Guest blog posts on history
- • Historical photo archives
- • Oral history project support
- • Educational resource development
- • Tourism content partnerships
Success Stories: Businesses That Got It Right
Case Study Examples
Restaurant Success:
A Marietta Square restaurant increased weekend traffic by 35% after implementing "Civil War Sunday Suppers" with period-appropriate menus and historical storytelling.
Key Strategy: Connected food with local history, created Instagram-worthy experience, partnered with historical society.
Professional Services Win:
An accounting firm positioned itself as having "Lockheed-level precision" and saw 28% increase in B2B clients from aerospace industry.
Key Strategy: Leveraged aerospace heritage for credibility, targeted defense contractors, emphasized precision and reliability.
Your 90-Day Historic Marketing Implementation Plan
Days 1-30: Discovery
- • Audit your historical connections
- • Research community partnerships
- • Identify storytelling opportunities
- • Map out landmark references
- • Plan content calendar themes
Days 31-60: Content Creation
- • Launch historic content series
- • Begin community partnerships
- • Implement landmark messaging
- • Start event sponsorship discussions
- • Create visual brand connections
Days 61-90: Community Integration
- • Launch partnership campaigns
- • Measure community engagement
- • Optimize historic messaging
- • Expand successful strategies
- • Plan next quarter initiatives
Ready to Turn Marietta's History Into Marketing Gold?
Don't let your competitors own Marietta's rich marketing heritage. Our team specializes in helping businesses connect authentically with local character to build lasting customer relationships.
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