The John Adam Show (www.thejohnadamshow.com) resides on financial news radio 1510 (KFNN) in Phoenix every Friday at 9am.  The Growth Nation (www.growthnation.com) segment runs at 9:24am.  Check us out every week for our humble ideas on marketing for business, sponsored by Affordable Image (www.affordableimage.com). 

 

These two weeks give us a front-row seat to the marketing of Presidential candidates.  Believe it or not, there things we can learn from what's going on politically that we can use in our small business.  That's what we talked about on last week's show. 

 

Boxed in by the McCain camp as 'inexperienced' and 'elite', Obama explained why that isn't the case.  Targeting democrats and independents, he and his team artfully told stories that all Democrats love - - - including the historic capabilities of the party in civil rights, women's rights, etc - - - along with the 'raised by working parents, can be anything you want to be in America' story. 

 

It sounds like it might have worked for some independents, too.  Let's see. 

 

Republicans?  It didn't connect.  They remain skeptical - - - 'all a show'.  Why?  They have other stories that the McCain camp will capitalize on. 

 

So the same scene with the same information, and two people walk away with completely different perspectives.  Oh the power of marketing - not everyone gets our message because we're all different, and we respond to different stories.  That's why it is critically important to know your target market!!! 

 

Now this week McCain will attempt to weave a story that he's not like W and can in fact get the country back on the right, conservative footing that has been promised but lost somewhere along the way.  Conservatives and Republicans need to hear about lower taxes, smaller government and how programs that help people should be privatized. 

And because the Democrats were so effective in the 'you can be anything in America', enter Governor Palin for VP.  Never mind that she like W really only had limited experience as a Governor - - - she fits the American story wonderfully.  Now Republicans, especially those with social conservative views, can justify voting for McCain because it satisfies the story playing in their head. 

Democrats scoff and are amazed that someone so frightenlingly inexperienced is a heartbeat away.  It doesn't match their story.

Great marketing by the Democratic party secured Democrats and reached some independents.  It boxed the Republican party into a 'hail Mary' that could work if Governor Palin doesn't have a ghost in the closet and isn't too embarrasingly void of knowledge.  It could be great marketing on both sides - let's see.

The learnings?

  1. Box your competitors in with great marketing strategies and STORIES.  Get to your target market FIRST, forcing them to come out them with the same or different stories that they may not want to tell, but they have to.
  2. Know your target market inside and out.  Know what stories they like to tell themselves, and they'll wait in line for you (example: Wii, iPhone and Pizzeria Bianco in Phoenix)
  3. When responding to your competitor, think smartly.  Go back to your target market which is likely different from your competitors in some way, which should result in a different strategy and tactics.  Forge your own, unique approach!

Finally, let's remember that when the competitor is on a roll, disrupt it.  That's what McCain did - for better or worse with his pick.  The stream of publicity has been non-stop regarding his choice.  If you believe all publicity is good publicity, his choice was brilliant.  It's too early to tell if she'll hold up in the long run.

All the best, Doug

 

Doug Bruhnke
Growth Nation
Scottsdale, AZ USA