Political Marketing
What we do and what we saw with Obama can be summed up in Five Major Shifts.
THE FIVE SHIFTS
1. From Episodic to Perpetual Campaigning / Fundraising
2. From Old Media Domination to New Media Centricity
3. From Traditional Hierarchical Control of Involvement to Decentralized Empowerment
4. From Push Strategies to Pull Strategies
5. From a Freedom of Expression model to a Freedom of Management
Parties and Candidates need to do two things to maximize success - Fundraising & Get Out the Vote.
All marketing is now about Brand + Technology. Most politicians are still in the brand world... quoting a U.S. Congressman, "My guys had me buying a lot of TV... I had to spend $1.9 million to stay elected..."
Brand-oriented marketing is about creating the perfect look TV spot and then having enough dough to air it thousands of times. In the new Tech Marketing realities, spending $1.9 million on Tech Marketing would dwarf the effects of today's TV impact - after the technology has been built and adapted. The true expense will be in "catching up." As a result... the local and regional party... and to a large extent the national party have FIVE MAJOR SHIFTS in strategic implementation which, we believe, are imperative. Youth and momentum are on the democrat's side. My 21 year-old is at Baylor and did not want a TV in his dorm room... doesn't need it when he has the Internet. He's never read a newspaper. In fact, he and his friends laughed when asked about the Houston Chronicle. He is turned off by the Republican party because they do not communicate with him in his language...
These Five Shifts apply to both the party and the candidate as well as fundraising and GOTV. In short, we simply have to raise more money at the party and candidate levels and get more votes. Pretty simple, huh?
Learn More about the Five Shifts
What we do and what we saw with Obama can be summed up in Five Major Shifts.
THE FIVE SHIFTS
1. From Episodic to Perpetual Campaigning / Fundraising
2. From Old Media Domination to New Media Centricity
3. From Traditional Hierarchical Control of Involvement to Decentralized Empowerment
4. From Push Strategies to Pull Strategies
5. From a Freedom of Expression model to a Freedom of Management
Parties and Candidates need to do two things to maximize success - Fundraising & Get Out the Vote.
All marketing is now about Brand + Technology. Most politicians are still in the brand world... quoting a U.S. Congressman, "My guys had me buying a lot of TV... I had to spend $1.9 million to stay elected..."
Brand-oriented marketing is about creating the perfect look TV spot and then having enough dough to air it thousands of times. In the new Tech Marketing realities, spending $1.9 million on Tech Marketing would dwarf the effects of today's TV impact - after the technology has been built and adapted. The true expense will be in "catching up." As a result... the local and regional party... and to a large extent the national party have FIVE MAJOR SHIFTS in strategic implementation which, we believe, are imperative. Youth and momentum are on the democrat's side. My 21 year-old is at Baylor and did not want a TV in his dorm room... doesn't need it when he has the Internet. He's never read a newspaper. In fact, he and his friends laughed when asked about the Houston Chronicle. He is turned off by the Republican party because they do not communicate with him in his language...
These Five Shifts apply to both the party and the candidate as well as fundraising and GOTV. In short, we simply have to raise more money at the party and candidate levels and get more votes. Pretty simple, huh?
Learn More about the Five Shifts
Recent Blog Posts
Marketing is about one thing: Control. Until the year 2000, marketing was about Branding - controlling what people say and think about you, your company and your products. In the last 8 years, marketing grew a back half called technology. Technology Marketing is powerful enough to elect U.S. Presidents. Still, most marketing people over age 40 know branding - not tech marketing. Most under 35 marketing people know technology marketing - not branding. We know both. More...
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BRAND + TECHNOLOGYINTERNET MARKETINGBLOGPRIVACY POLICY
BRAND + TECHNOLOGYINTERNET MARKETINGBLOGPRIVACY POLICY