Six Marketing Concepts in Politics

1.      Your position in the consumer’s mind is critical and can be  fatal.  Just ask Mitt Romney.  He allowed the Democrats to create a negative perception of him and the Republicans that was more powerful than the one they were trying to communicate themselves.  So Obama, who had the baggage of a failed first term, was able to deflect the flaws in his “product” and even create a counter position of him that was seen as a better alternative to the negative position he created for Romney.

2.      Public relations is a critical element in the marketing mix.  It’s no secret the press leans to the left, but give the Democrats credit.  They are adept at controlling how the news is reported.  To the general public, who generally does not understand the issues and cannot see bias in the media, what they see on the news is taken as fact.  And as every PR practitioner knows, it’s not only how stories are reported, but what stories are covered and the words used in headlines and key copy.

 3.      Unfulfilled product claims and poor product performance can be overcome by proactive, effective, well-funded marketing.  Obama, as the first black President, was going to improve race relations.  Instead a recent poll shows they have become worse from both white and black viewpoints.  He was going to unite the country, but now it is more polarized than ever.  Promises about the economy, healthcare and foreign relations have also been unfulfilled.  Yet he won a second term with a better marketing plan supported by an enormous budget.

 4.      Strong products or brands can deter competitors from launching new product alternatives.  It’s safe to say that there are enough Americans to support a third party – a huge voter segment that doesn’t identify with either party and thus doesn’t have a brand to buy.  The Democrats are too liberal and the Republicans are too conservative to many voters.  For instance, there would be significant support for a party who espoused very conservative fiscal and tax policies but was liberal on social issues such as gay and women rights.  Yet a third party never seems to make a dent in the entrenched parties and their strong brands, with their huge organizations. 

 5.      Effective and efficient use of digital marketing tactics can win in the marketplace.  To many, the story of Obama’s first election was being the first President elected by utilizing the Internet, not for being the first black President.  He built on that distinction by employing a far superior digital marketing strategy to win a second term.  He was particularly astute with his effective use of the analytical and targeting capabilities now available.  There have been several stories on the failures of Romney’s digital marketing team.  Some even postulate that they cost him the election.

 6.      It’s more important that the public face, the leader, the spokesman for your brand be likeable than competent.  People buy from and vote for people they like, not necessarily the ones who have the best product or are the most competent.  Ask anybody in sales.   Just look at recent Presidential elections:  Carter/Ford, Reagan/Carter, Reagan/Mondale, Bush I/Dukakis, Clinton/Bush I, Clinton/Dole, Bush II/Gore, Bush II/Kerry, Obama/McCain, Obama/Romney.  Whatever your political leanings, you’d have to admit the winning candidate was usually the most likeable.  The losing party did not run a very strong candidate in many cases.  We’ve even seen how Carter was more affable than Ford but not Reagan.  Same with Bush I beating Dukakis but not Clinton.  Times change, competitors change, consumer/voter preferences change.  Therefore, companies, their products and their marketing must constantly adapt to the marketplace.