Where's The Beef?

OK, I've been around the block once or twice--that's truth; and therefore no reason to be ashamed or apologetic--my stripes are earned. In fact, I'm quite proud of my lack of youthful hypness. Rather than 'posing', I've earned my current life status. This disclaimer statement sponsored by "integrity"...not an insurance company or bank---but a state of mind and way of living.

Let's face it, far too much of "marketing" gets lost in a "smoke & mirrors" mentally. It's not right....because at some point, you've got to deliver "the beef". Back in the day of the mid '80's a CLASSIC advertising campaign was run by Wendy's known as "Where's The Beef" . It was simple, spot-on communication that featured a no frills--distinctive--spokeperson known as Clara Peller. If you need visual or audio reference, kindly Google her. The ads were iconic...and brilliant. (which is why Wendy's is again featuring the slogan)

Let's segue to customer service, the internet and contrast that level of honesty to now.

Hi. My name is Sara...The pleasant smiling face of the attractive customer service person you see on your computer monitor makes quite an impression.

Well, my cynical side would bet that she really is not an employee but rather a model (who has also been Photoshop enhanced); that's never worked in customer service. Sure, my marketing mind says it's a lot more strategic to feature "Sara" (if that's her real name) than a photo of the true person (which Clara Peller most certainly was). My likeness (even with Photoshop) vs Sara is a losing battle, however, in the real world -- the one based on open book integrity and real solutions, I'll gladly compete with 'Sara'. There is value in being genuine...and human.

The internet has many advantages, but be mindful that deception lurks at every turn. The accountability, validation factor is pretty low on the www. Truth is, they probably don't want you to know exactly who is offering assistance as "customer service"....but wholesome "Sara" offers the best opportunity of creating a "relationship".

Never mind that the whole thing is a hoax; you buy into the fallacy like a hungry bass after a big juicy silicone/rubber worm. Hook, line and sinker. I'd rather bite into something real--like perhaps the new Wendy's Dave's Classic burger...that is a direct extension of long held brand values. Not a marketing gimmick of the moment; it's on target with their long held unique brand promise.

The new 2011 ads feature Wendy; Dave's daughter and biz namesake (and she's real!)... and now a nod to the past with "Where's The Beef" retro T-shirts. THIS is smart marketing: message sustainability (over decades!) and honestly staying in sync with long held core brand values. (wise money would bet Wendy's is going to have those retro T-shirts available to sustain and advocate their message at street level?)

The "Beef" my friends, is delivering the goods...and not via deception. The "Beef" is in the authenticity of a real (not pretend cyber) human relationship. The "Beef" is in dependable--will be here tomorrow, through thick, thin (or thicker burgers), big or small--service. The "Beef" is a consistent, reliable brand promise.

Pretend 'Sara' likely moonlights in a variety of industries with an array of expertise in electronics, food service, industrial controls etc... If you want "a beef" try calling with the expectation a knowledgable human conversation. (Automated phone: "all our agents (one or two) are busy serving other customers....")

If you want "the beef"; try dealing with people that actually value customer relationships and get in your shoes. Like Wendy's would say "you'll know when it's real".

BTW: the new Wendy's Classic Dave is a pretty tasty hunk of meat