I am usually not very political and hate how spin and vicious attacks are used to sway people’s opinion when they have little or no impact on the job that someone would do. That aside I am interested in seeing who will win this next presidential election in the U.S. and how the marketing that their campaigns do impacts the outcome.
The first thing I noticed was that all the campaigns for the presidential primary elections and Iowa caucuses were utilizing Email. Rudy Giuliani used it the least (once a week is not enough) and Ron Paul was the most primitive with text only messages that seemed to be hand written after each event, but everyone got out the info about donating this way. I noticed that Barack Obama and Jon Edwards slowly built up momentum with emails supporting the increase in number of stories they had covered in the press. Hillary Clinton (Billary) has been sending a deluge of daily emails since about 6 months ago. I would say she has over-used this medium. I am almost becoming immune to the emails now and not even reading them anymore. I did think it was a nice touch that Rudy Giuliani sent an email thanking everyone after he dropped out of the race and another one a few days later asking his supporters to join the McCain camp. It was very classy and genuine.
Online they seem to really try and use banners to advertise their sites and not the issues, but I haven’t run across that many banners or display ads yet since I don’t hang out on political sites all that much. On TV they seem to be targeting the states and DMAs where there are primaries but I think national ads will be seen soon. I just hope they remain positive because there is much more to be gained in voter enthusiasm from a carrot rather than a stick. Text ads in search have also been utilized but I don’t think they have been as targeted or flexible as they should have been. They aren’t taking advantage of the customize-able real time edit-ability of these ads. All the candidates really need someone on the bus listening to issues and going to events that can be online at that moment and customizing campaigns to reflect the outcome. Plus a team in the background analyzing and optimizing the campaigns based on tracking conversion to donation data. One guy who does this as a second job and isn’t even very good at it isn’t the right solution. Barack, you’re just giving your money away for nothing with this one.
The news publication/blog/press/PR area is another world all together. I feel like they all try and court this market the most and rely on these writers to transmit their message. The thing is not everyone watches or reads the news. I almost never do, because I am never home. Plus these writers are pretty willy nilly all over the place with what they cover and how frequently. They write about whatever the big thing is that moment and after the day the story runs, the buzz is gone. (plus a lot of it is fluff) It’s forgotten and on to the next big thing. It’s just so short. You have to keep churning out notable stories or always be the front runner to benefit from this medium. I would find this very frustrating to be over saturating a small market/audience of people with messages that are fleeting, confusing and less meaningful rather than building a real relationship with them over time or examining the issues and candidates in depth once and getting a final vote.
An alternative medium being used more this election than ever before is the use of political humor shows like The Daily Show with Jon Stewart and late night shows like The Tonight Show with Jay Leno and The Late Show with David Letterman. These shows give politicians an audience of voters who may not watch or read news because they are disengaged or apathetic. If they are light on issues and come across as like-able, funny and can take a joke making fun of themselves they may gain some votes this way from people who vote by like-ability rather than issues. I see the blur between news and entertainment blurring further in the future and this will continue to be a tactic in future campaigns.
I assume direct mail was a part of the mix although I didn’t get any mailings locally or nationally for the primary in Illinois. Lawn signs and outdoor signage in general always plays a big role leading up to the last month and days before an election. So do volunteers. This is really the backbone of the marketing organization. The enthusiasm, scripts message and overall level of performance of these cold callers and door knockers can make or break the candidate’s chances in local and primary elections. So do the quality and clarity of the leave behind brochures. They must differentiate your candidate from the others and make clear why they will be the best candidate in real terms for the voter.
Anyway, I will be watching and waiting as per usual to see how this comes out in the end. Who will you be voting for and why?