Yes, 29 years was too long for a banner that said. “Best Hamburger In Southern California”
The old banner has finally come down and been replaced. It probably took the 2 Guyz’ relentlessness…and Covid-19.
The 2 Guyz on Marketing say, “Thank you.” For multiple reasons.
“THIS TOO SHALL PASS” is the new message with a phone number
The 2 Guyz Larry remembered the on-air radio contest in 1991 on the once famous Ken and Barkley Company radio program. It was back when radio personalities were media stars of the city, and wielded a lot of clout.
Larry decided to go in 2018 with a former student and have a hamburger from Hamburger Habit at 11223 National Blvd, Los Angeles, CA 90064. Over the years Londre had always doubted the use of this banner which says “Best Hamburger.” But more than his quest for the perfect burger, he is a lifelong collector of marketing and advertising stories.
So many things were wrong with the posting of the old banner.
Well, it was once judged best by a radio show, so that much is true.
Was the claim true for the past 20 years? Probably not. Does anything stay “best” that long?
But most importantly, it’s been too darn long to claim the results from a 1991 radio station promotion!
Both of The 2 Guyz on Marketing teach and work in marketing, advertising and promotion. In our classes, this brings up issues of advertising ethics, honesty in advertising, and sound business practice (or lack of).
Sales promotion includes several communications activities, under “Promotion” in the nine P’s of Marketing, that attempt to provide added value or incentives to wholesalers, retailers, or consumers to stimulate immediate sales. These efforts or activities attempt to stimulate product interest, trial, or purchase.
Ultimately they are trying to sell more hamburgers and fries.
Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as a short-term tactic to boost sales.
Larry and his former student agreed that it was NOT the best hamburger even within three blocks of National and Sepulveda. For many reasons it was not appropriate to use the banner. I would bet no one who was part of their “hamburger“ study” even works at KABC anymore. I would also bet they have changed suppliers, ingredients and employees multiple times, too.
Legally, the FTC gives us the “6 Month Rule,” which basically states a “new product” is new for six months.
An advertiser cannot promote a new product is “NEW” forever. (That’s why a lot of products do smaller innovations more frequently, so that can continually “legally” claim to be new, or “new and improved.”)
But simply it’s not good to say you “were”, if you “are not”. And even if you “were” back then, 29 years is just too long.
ALL THINGS DO PASS.