Post Election Blue(s)

After blogging exclusively here about the presidential election for the past few months, I felt the need for closure before moving on to new topics.  I even made several electoral predictions since both parties decided upon their candidates.  In fact, my October 15 Electoral Map was exactly correct with Obama winning 264 Electoral Votes (I did call Indiana & Missouri wrong).  My prediction for the popular vote did under-estimate Obama’s support by about 1.15% – still, not bad.

It was a challenging race for traditional conservatives.  John McCain was never our first choice; but, he probably was the only candidate who legitimately could have beaten Barack Obama. Sarah Palin energized the GOP base while simultaneously undermining McCain’s strategy.

Okay, I admit my only real political experience was co-managing a failed Long Beach, MS mayoral bid in 1989.  However, I do have a successful career in marketing and branding.  Barack Obama was elected more through a brilliant marketing strategy than from better political ideas.  Let me explain, as briefly as I can, from a pure marketing position.

Obama’s marketing strengths:

• Obama presented a fresh new image on the political scene, similar to the effect marketing a product as “All New” or “New & Improved” can have on some brands.
• Obama recognized the weakness of the GOP, George Bush, and Washington insiders.  He positioned himself clearly and concisely with the “Change” mantra so aggressively that it actually made actual plans irrelevant.
• Obama’s advertising was largely positive and uplifting.  Although he ran his share of attack ads, the electorate’s perception was of McCain as the negative candidate.
• Obama’s campaign had a consistent, yet vague, message of hope and change.  Nobody was “off the reservation” — everyone who spoke on his behalf was “on message” every time.  Information was controlled tightly so that leaks were few and far between — even his VP choice remained a secret until about an hour before his scheduled text message release.  Unfortunately, this meant he almost completely avoided questions from the media (not that they would have challenged him).  The result is a largely un-vetted, but intact, public image crafted by his campaign.
• Along the same lines, Obama controlled the message of the campaign when it mattered.  The financial crisis America faces certainly helped; but, his campaign knew this would be their strength against McCain and never let the opposition change subjects.
• Obama understood the effectiveness of new technologies in the campaign, as I’ll explain.  His strategy utilized text messaging, social networking, email, database marketing, and the web.
• Obama built a social network that included more than 1-million friends on MySpace and more than 3-million friends on Facebook.  These numbers don’t even count the extended friends networks or smaller networking sites.  This is the preferred method of disseminating information to 18-24 year old voters.
• Obama gathered a massive database of email addresses and cell phone numbers.  Every attendee of every Obama campaign event was required to provide one or the other.  And, they were used effectively.  By the time you got home from an Obama rally, you had received a text message or email asking you to “spread the word.”  He also used database marketing tactically with the announcement of his vice-presidential nominee and even thanked supporters prior to making his acceptance speeches.
• He further used his database for effective fundraising and canvassing efforts.  A large number of $5-$10 contributors generated a bigger war chest than could be collected by the GOP’s traditionally larger benefactors.
• Did you see MoveOn.org’s fantastic viral messages?  I hate to admit their brilliance.
• Speaking of fundraising, breaking his promise to use public campaign finance allowed him to outspend McCain in crucial swing states and put dollars into states Republicans have not had to spend money in the past.  From a pure reach and frequency standpoint, McCain was always on the defensive.
• In radio terms, Obama had the best “street team” EVER.  Yes, I definitely question the validity of many voters registered by ACORN and similar “community groups” organized by his supporters.  But, in terms of consumer evangelists, Obama supporters were EVERYWHERE!
• Finally, all these elements led themselves to create the ultimate personal brand in Obama.  He has a recognizable logo, face, and brand name.  His merchandising created appeal for supporters to display yard signs, put stickers on their cars, hang posters, and wear his shirts everywhere.  Can you imagine a 21-year-old voter thinking it cool to wear a shirt with McCain’s picture on it?

I could elaborate on all of those strengths.  Perhaps, I will in the future.  But, at this late hour and in the interest of keeping this blog entry short, I’ll save those comments for later.

So, let’s talk about McCain.  It’s pretty easy.

McCain’s marketing weaknesses:

• McCain abandoned the “straight talk” which made him so popular initially.
• McCain, who once called the media “his base,” exiled them from most of the campaign after the GOP Convention.  Instead, he attacked them for their bias to Obama.  He probably would have received more favorable reports, and lots of free press, if he just continued allowing free access to all reporters.
• McCain let Obama dictate the message.  Unfortunately, the economy began tanking at the worst time for his campaign.  That does not mean he should have abandoned his strengths in an effort to own an unwinnable position.  By turning the subject back to foreign policy and decision making, Obama’s inexperience and unproven leadership would have been evident.
• As much as I love Sarah Palin and have great expectations for her future in national politics, she was the wrong choice right now.  Her nomination completely negated any attacks McCain could have made about experience.  He was simply too old to risk having someone like Palin “a heartbeat away” right now.  In four years, she’ll be great!  If she had simply been the convention’s keynote speaker, she would have been in the same position as Obama four years ago.
• 27 years in the Senate does not equal “change.”  Or, in radio terms, you don’t beat a competitor by becoming more like them.  McCain kept repeating the mantra “Change is coming” on his stump, which only solidified the perception that Obama represented true change in national leadership.
• “Maverick” is not a winning position.  Early in the nomination process, McCain went out of his way to stress his conservative record to the Republican base.  In the process, he gave up any hopes to be a true “reformer” during a period of “change” politics.  He should have embraced conservative ideals of lower taxes, smaller government, free trade, job growth, immigration reform, and strong defense.  And, chosen a different vice-presidential nominee.
• McCain allowed himself to be re-positioned by the Obama campaign.  He allowed himself to be tied to an unpopular George W. Bush and faltering economy without fighting back or re-positioning Obama as inexperienced and indecisive.
• He was simply outspent.  McCain was burdened to accept public campaign financing because of his own McCain-Feingold.  This opened the door for Obama to simply roll over any McCain advertising message in states McCain needed to win.
• McCain was loyal to a fault.  There are a number of political strategists who could have more effectively run his campaign; but, he chose to stick with the same people who had been with him from the beginning.
• His advertising went too negative too often.  There is a definite blowback to attack ads with the American electorate right now.  You can still reposition opponents; but, it must be approached from a different perspective today.
• He failed to attack Obama with negatives that could have made a difference like Rev. Jeremiah Wright and Fr. Flager.  Likewise, he failed to recognize Obama’s biggest weakness – redistribution of wealth through higher taxes – until Joe the Plumber.
• And then, he made Joe the Plumber to much the focus.  He opened the door to finding all Joe’s skeletons in the closet and other extreme positions.  Joe should have been a launching pad for campaign strategy, not the message and messenger.
• His campaign failed to recognize the impact and resources of new media such as social networking, text messaging, and database marketing.
• McCain never forced Obama to specifically explain his positions and generate a debate on solutions.  He fought a losing battle in a world of broadly outlined visions, which he could not win against such a charismatic speaker like Obama.

Again, I could go on at great length at how McCain’s campaign lost the election by failing to adhere to basic marketing principles.  But, I’ll leave it there for now.

I’m sure I’ll have more to say about Obama before the inauguration … and during the next four years.

In closing, let me stress to those of you who want to flame me for this post, Barack Obama is now our president and has my respect and patriotic loyalty … until he does something to lose that respect.  Again, let me say emphatically, I will listen and support his presidency as a proud American.  But, when he shows his true colors, look out!