Man who brought Chick-fil-A cow to life visits UMHB

As the audience took their seats in the Mayborn Campus Center, all eyes were glued on the celebrity of the day­­– McLane Lecture speaker Stan Richards, head of the Richards Group in Dallas.

The program started with a brief introduction and a light history on the lectures.

The business themed speeches have been presented by many professionals, including former President George H.W. Bush.

It  took a surprise turn when University President Randy O’Rear mentioned a new award. Although this was not on the program, O’Rear felt it was appropriate to present an award called the John and Mary Hardin Visionary Leadership Award.

This title was given because of the Hardin couple who rescued the University when it was in its deepest financial pit. They generously gave $100,000 donation, which is equivalent to $10.7 million today.

Stan Richards, mastermind behind the Chick-fil-A cows, speaks at the McLane Lectures on his marketing success. Courtesy photo.

O’Rear said, “They literally saved Mary Hardin-Baylor.”

In like manner, Elizabeth and Drayton McLane Jr. have set a new record by giving the  largest single financial donation in UMHB history.

Therefore, it is fitting that the McLanes be the first to recieve the award.

After expressing  gratitude for the award, Drayton McLane Jr. introduced Richards. From there, Richards talked about his memorable journey through advertising.

The executive has saved many businesses from failing.

For instance, Fruit of the Loom was in the midst of bankruptcy when Richards and his team persisted in bringing back the Fruit of the Loom men. What are the results? A comedic commercial of men singing “You can’t over love your underwear.”

Another very famous company is Motel 6. Richards transformed the stigma of a less than top-notch motel into a new perspective of comfort and cleanliness.

One of his most popular campaigns is Chick-fil-A. As a result of the genius marketing technique known as the Chick-fil-A cows, the fast food chain began to see dramatic results.

Richards said that McDonald’s individual stores have an average sale of $2 million. Chick-fil-A restaurants earn an average of $6 million, and that is strictly working six days with no dollar menus or discounts.

As these are great marketing strategies and achievements for his company, they are not the things he is most proud of.

At his company, he said, “No one has a title. It implies that some people are more important than others.”

As a result, The Richards Group has a high employee retention rate and was voted one of the best places to work in the Dallas/Fort Worth area.

From starting in his garage to being one of the top advertisers in America and having a company that has been named America’s best creative agency, Stan Richards has it all.

One bit of advice senior marketing major Jennifer Loyd will take with her as she transitions from student to business professional is the key concept of no titles.

She said, “That is so important. I wish so many people could hear that.”

Another piece of wisdom she heard from Richards is you can do anything you set your mind to.

Loyd said, “It’s a great opportunity… for all students to see how if you have a passion for something, you can develop something great so long as you follow through with it.”


Author: Natasha Christian

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