Some might think that writing about the Presidential campaign does not fit with event & entertainment marketing. Of course it does.
This race has been the biggest event to hit the USA in a very long time. The marketing behind this campaign is what has been driving it and created hyper-hype. I don’t know about you but I have been taking marketing notes on what works, what doesn’t work, and what “cool” new marketing has come out of the campaign. As I mentioned a few posts back, the marketing (especially the Obama campaign) has changed how we market for the future.
In the branding side of this campaign (which I believe has been the most important part) the Obama campaign wins by a landslide. The energy, the money, the excitement, what can you say even if you are not voting for him.
There has been some good marketing by the McCain campaign. For example, the “Joe the Plumber” campaign. That was a very good marketing strategy by the McCain camp. Look at all the media they have received. Look at the branding of “Joe the Plumber”. Will there be a “Joe the Plumber” toy out in time for Christmas? Their problem is they don’t know when to let it go. Marketing in the political world has a very short shelf life.
The marketing of Sarah Palin was good & bad at the same time. The concept was brilliant. I remember when I got the CNN breaking news text message that he had picked her. I said “wow” that was very clever marketing. The problem was they didn’t have the brand ready for market. Once she was out there, they didn’t market her correctly. I am not sure how long she was on the short list but more behind the scenes prep and working with her could have gone a long ways. The short term effect was great, but it didn’t take long for the shine to wear off.
Last night the Obama campaign spent a lot of money to “get in your face” one more time. I wish I had a marketing budget to do something like that, don’t you? My personal opinion was that the hype didn’t fit the result. In their world, they did the right thing. They played it safe. They showed you the Barack Obama that we all need. The kinder, softer, but firm President. I would have liked to see some real excitement. He had millions of people in front of him. Get them on their feet at home like the 20,000 in the arena with him. I would have liked to see less recorded fluff and more of the live portion. That is where he shows his best stuff.
No matter what happens on Tuesday, this has been one exciting marketing event. I cannot wait to see how we use what we have learned over these past few years to market our brands.
Tags: Barack Obama, CNN, Joe the Plumber, John McCain, Obama 30 minute TV, Presidental campaign, Sarah Palin
