MarketingObama.com
29 February 2008
Marketing is the central and most important element in any business, especially the business of politics.
Read on to discover how Barack Obama uses marketing to out manoeuvre his rivals..
The key marketing principles
Whatever you are launching, the key marketing principles remain the same. The quality of each of these will determine the success of the launch:
1. The product
2. The concept: Unique Selling Point, headline message, offer
3. The audience
4. Money collection
We can learn a great deal from watching how a business in another market is raking in money through clever marketing. On this page you will find links to articles about political fund raising and marketing: you’ll see that techniques are galloping forward.
Save this ‘Marketing Obama’ page as a ‘favourite’ or ‘bookmark’ so you can find it again easily. You will find lots of other articles about marketing on this site and once you have clicked on a link, you’ll get lost in the world of newsletters, magazines, newspapers, the Internet, broadcast media, B2B, email and direct marketing.
It’s a fascinating world for those who find doing business and making a profit fun.
If you register here, I’ll keep you up to date with new posts, articles and other marketing stuff:
The hierarchy of marketing
In marketing terms, Barack Obama has a head start on the other candidates. In most ways Obama’s marketing is superior to both Hillary Clinton’s and John McCain’s – (but he is making mistakes – see the links below).
As a category, the politicians are now better marketers than, say, charities, who are only now adopting recurring monthly payments and the kind of web marketing techniques we are seeing today.
But both politicians and charities are light years behind marketing-led publishers. There are around four or five marketing-led publishers in the UK; specialist and business publishers mostly. There are many more in the States.
Marketing Obama – links to articles
‘Handling objections’ is a vital part of marketing. If you don’t deal with important objections up-front, then people will just turn away. They won’t buy what you are selling. You have to ask: “Is there any reason why people won’t buy this?”
How Barack Obama deals with voter objections
Here we analyse the two very different sales messages from Barack Obama and Hillary Clinton. Politicians are accomplished, highly professional sales people. Their job is to sell themselves to the electorate, media and their party leaders.
Obama sales message analysis
You can see from the graph that Barack Obama, US presidential candidate, has attracted much more funding than his opponent Hillary Clinton – around 23% more. His team understands how to use the Internet to appeal to new and small donors.
Obama tactics compared to Clinton’s
There are significant and interesting differences to how Obama and Clinton ask for money. Here are some:
How Obama and Clinton ask for money
The Undercover Marketer sneaks his way into the Obama campaign on behalf of the Specialized Information Publishers Association. Confidential insider report on the Obama campaign
Politicians and the media have one thing in common: they share the same bumpy bed. They have a love affair, a marriage, and a honeymoon. Then then they argue, fall out and divorce. It’s always been thus ..
Publishing and politics share a bed
Some of us remember how the media savaged Ronald Regan and Bill Clinton during their terms of office. Regan couldn’t understand anything unless it was on a single sheet of A4 paper and Clinton was immoral, unethical and couldn’t be trusted with our daughters.
Now, a few years later all those spiteful words are forgotten. The media is back on the hunt for her next lover. Those two hopeless fumblers (one fumbling with recall, the other with his fly) are viewed with nostalgia and affection.
The same revision will happen with Tony Blair in the UK. In just a few short years we’ll wish we could have him back. The media will elevate him to ‘The best prime minister since Thatcher’ as we all wonder where prosperity disappeared to.
If you just can’t see that happening, perhaps you would like to read this commentary on George W Bush and his presidency. Here are the opening words from the website GeorgeWBush.org:
“Welcome to the future home of the officious George W. Bush Presidential Library. This patriotic website will serve as an authoritative digital archive, dedicated to preserving and celebrating the godly legacy of the most honest, peaceful, and intelligent leader in the 6,000 year history of the planet Earth.”
George W Bush.org
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