Category Archives: competition

(Lack of) Political Media Strategery

As mentioned, I’ve had more than five calls in five days from the Republican Party of Minnesota imploring me to vote for McCain/Palin and Norm Coleman (non-Minnesotans: the dude that was mayor of St. Paul, brought professional hockey back to MN, has been a senator for 6 years, and is running against Al Franken).

This fine Sunday morning, I had a wonderful flier in the handle of my storm door, not the first of those either in the past 5 days.

If I’m undecided and you call me five times in five days when my number is on the Do Not Call list (yeah, I know politicians get special status, but I’m in this industry…if I’m Joe Insert Name Here, I may not be as in the know w/ such things), then paper my front porch w/ your fliers when the “No Soliciting” sign is roughly a foot from my door handle, you’re not really getting credit for listening to my needs. And most likely not getting my vote as two things I remember vividly less than a week before voting are things that PISS ME OFF!

I guess the irony is that at this point in the game it’s usually the Dems reaching for high frequency desperation tactics. Regardless, do these people not have media/advertising strategists working for them? Or have they not learned from Dem failures of the past 8 years and the media strategies they used to get there. Oh, wait, they probably do and that isn’t necessarily a good thing.

And let’s not forget 30 minute infomercials. Personally, I was asking myself where the foamboard charts were. “We’re in deep doo doo, folks.” Now that’s how you connect w/ Joe Insert Name Here.

My only comment is HRP used his own money to buy two 30 minute blocks of time, which came off as a bit pretentious and showy but he was a 3rd wheel looking to shake things up.

BHO, a major party candidate, used the funds he raised by not adhering to policies of fund raising that he said he would adhere to before he became the nominee. I get that he more than any other modern candidate accumulated a ridiculous amount of minimal contributions from a ridiculous number of people by activating the true base, in the trenches, part of the electorate to get the money. And I greatly applaud that because that is a sound use and activation of strategy that understands that all politics is indeed local.

However, he is now the candidate talking about spreading the wealth around who is buying 30 minutes on three major broadcast networks on the mass-est of mass media.

A thought: How about you finish strategically where you started? Produce the video for straight to digital distribution to re-ignite the base and get them passing said video around to their undecided friends vs. wasting dollars on the committed base and the competition’s committed base. Polls right now show a huge advantage in electoral votes, but most agree that the 10 million or so undecided voters are the key. If you buy into the promise of social media, as you seem to based on how you’ve used it throughout, then the best way to persuade the undecided is via their friends and family who aren’t undecided.

Just a thought. After all, you were the man who advocated using a scalpel vs. a hatchet in the 2nd debate. You can apply that analogy a bit more easily to media strategy than trillions of dollars of debt. At least I think so…

Leave a comment

Filed under advertising effectiveness, bad media, communication platforms, competition, election 08, media usage, push vs. pull, video

The Post-American World is Flat

“What’s critical now is not how a company compares with its own past (are we doing better than we were before?), but how it compares with the present elsewhere (how are we doing relative to others?). The comparison is no longer along a vertical dimension of time but along a horizontal one of space.”

– Fareed Zakaria, The Post-American World

Zakaria, Newsweek International editor, somehow does a better job of crystalizing in 259 pages the overly complex, sprawling, meandering ideas that Thomas Friedman outlined in The World is Flat (the book definitely did not hold true to the concept of flatness).

Let me see if I can capture it in 2 paragraphs…

We are living in a world where intermingled markets are driving the “rise of the rest”, especially China and India. We have considered them as competitors, but in a 3rd world, 2nd class sort of way since they just hadn’t mastered the strategies and tactics of our game. But their gumption, shifting strategies and standing within the new marketplace and current economic situation makes them very serious competitors now.

So how the US competed and defined the game before does not hold. We have to reconsider the game and our goals in a reconsidered game – how, where and with whom we are competing and what success looks like now and how it needs to evolve.

I actually bought it with the intention of better framing my thoughts about the coming presidential election, which it has helped do. But having encountered the quote at the start of this post towards the end of the book, and some posts I’ve read from the various landed gentry of the marketing blogosphere of late, it became very timely from a business standpoint. Interesting.

Leave a comment

Filed under books, competition, election 08