image: issues2000.org
Before you jump to any conclusions — this is not a political statement!
Whether you like, hate or don’t care about the Republican candidates, you have to admit there is a lot of “marketing” going on as they campaign for votes. All I want to do is point out some ways we can learn from their tactics and apply them to our own marketing campaigns.
So, with that said, let’s take one marketing strategy from each candidate’s playbook (in alphabetical order by last name):
1. Newt Gingrich: Create an Enemy
One way to get somebody on your side is to establish a common enemy. Mr. Gingrich does this with ease by targeting attacks at the media, which is fairly universally disliked by the Republican base.
You can do this with your marketing. For example, if your business sells earth-friendly products, why not team up with your prospects by positioning yourself as a peer in the fight against global warming. There are all kinds of ways to make this strategy work for you.
2. Ron Paul: Go Grassroots
There is no denying that Dr. Ron Paul has the most dedicated and passionate grassroots organization in the race. What business couldn’t benefit from a passionate group of grassroots evangelists? This is the marketing strategy that Apple employed so successfully in its early years.
There are two ways to do this. One way, like Apple, is to have a groundbreaking product (but not every industry has this option). The other is outstanding customer service. Invest in your customers, and they’ll invest right back. Zappos.com is a good example of this.
3. Mitt Romney: Play the Success Card
As a successful businessman, Mr. Romney believes he has tools the necessary to turn the economy around. His proof? He says it’s in his past success. He positions himself as the safe bet in the contest.
If you have prior success in your field, this can be an incredibly successful marketing strategy. People like to feel confident about the products or services they buy, so give them the proof. As they say, it’s hard to argue with success.
4. Rick Santorum: Stay on Message
Ask Mr. Santorum why he is running for President and I guarantee he will tell you it is because he thinks Republicans need to nominate someone who provides a “clear contrast” with President Obama, and he believes he’s the only candidate that does.
There is so much marketing noise these days that only a few words of your advertisements may register with your prospects. If those words aren’t on message, it is wasted marketing money. Stay on message and get your money’s worth.
Learn from everything,
Shaun
