Clara Pellar’s Posthumous Advice to Obama

A few weeks ago NPR did a weekend edition story on how Americans don’t fall for hype during a crisis.  The story highlighted that a President’s approval ratings can be greatly impacted by actual behavior – what exactly is being done to solve the crisis at hand NOT the message being spun by the handlers.  In particular, it delved into Obama’s approval ratings as he deals with the Gulf of Mexico oil spill and the NY Times Square terrorism plot.

This is NOT aburger-bunsFP new concept nor is it one solely owned by politicians.  It’s what evidence-based marketing is all about.  No one can argue the importance of a concrete, well-thoughtout positioning statement and subsequent messages to your key audience, but if your constituents can’t find the beef you’re dead in the water.

You have to support the ‘spin’ or the messaging through substantiated actions.  No huge fluffy bun is going to hide a bad/ineffective product, service or behavior that falls short of its promise.  We want – no, we demand that claims (by companies, politicians, public figures) be supported by actions that we can measure.

Way back when – 1984 to be exact-, Wendy’s did just that with their iconic “Where’s the Beef” commercial.  They validated their ‘spin’ by letting us know that their one beef patty was bigger than McDonald’s and Burger King’s.  Measureable?  Tangible?  Absolutely.  Did any of us actually measure it?  Probably not.  But we BELIEVED it and got a fun message to proliferate to boot.

Don’t under-estimate the importance of the marriage between message and proof. If something exists but no one knows about it, does it matter? Or, can you just get by on telling people what you want them to believe? Each side of that equation is critical to the outcome.

Clara Pellar, the elderly actress who famously uttered the gutteral roar “Where’s the Beef?”, has been gone a long time…. and not to pick on Obama – (because the article includes the likes of Bush and Carter as examples of the behavior-does-not-equal-the-message equation)…, but I think her ‘prescient-twitter-ready’ line is an invaluable and timeless reminder to us all.

Always a fanatical data collector – sometimes to the chagrin of others – I am a big believer in evidence.  What’s worse is that I expect consistency as well.  Ever in the pursuit of holding my MarketingSmack to those same standards – hoping my effort is graded on a curve.

2 thoughts on “Clara Pellar’s Posthumous Advice to Obama

  1. The Destructionist

    While watching the latest news about the BP Oil spill, a frightening thought came to mind: what if we can’t stop the oil? I mean, what happens if after all the measures to cap the pipe fail, (i.e., “Top Hat”, “Small Hat” and “Top Kill”). What then? An accident this problematic is new territory for BP. The oil pipeline is nearly a mile down on the ocean floor, accessible only by robots. Add on top of that the extreme pressure at which the oil is flowing out of the pipeline and there you have it: the perfect storm.

    Moreover, scientists also claim that they’ve found an enormous plume of oil floating just under the surface of the ocean measuring approximately 10 miles long, 3 miles wide and 300 feet thick. (I’m no math genius, but I bet one of you reading this could figure out just how many barrels of oil that is…)

    There are new estimates that the amount of oil spewing into the Gulf of Mexico is anywhere from 50,000 to 100,000 barrels of oil a day: that’s a far cry from BP’s estimated 5,000 barrels a day. If BP’s estimates are correct, the total amount of oil now in the Gulf would be approximately 150,000 barrels (or 6,300,000 gallons). That’s barely enough to fill 286 swimming pools: sixteen feet, by thirty-two feet, by eight and a half feet deep. That wouldn’t cover an area the size of New York City, let alone an area the size of Delaware. Obviously, the spill is much larger than we are being led to believe. If the leak can’t be stopped, in a year’s time, we’ll have roughly 18,250,000 barrels of oil (or 766,500,000 gallons) in our oceans, killing our marine and animal wildlife. Such a calamity would be environmentally and economically disastrous. Pray that BP and our government work fast to end this catastrophe.

    http://www.calculateme.com/Volume/Barrels(Petroleum)/ToGallons.htm

    http://blogs.howstuffworks.com/2010/05/17/latest-news-from-the-oil-spill-in-the-gulf-of-mexico-is-grim/

    http://blogs.creativeloafing.com/dailyloaf/2010/05/20/scientist-says-oil-spill-is-leaking-100000-barrels-of-oil-a-day-not-bps-estimate-of-5000/

    Reply
  2. Marianne

    Hear hear. As someone who has been asked to market bad products is only too willing to tell you.

    Reply

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