I was interested in what some said following yesterdays dramatic win by President-Elect Obama and it is a lesson all of us who advertise, market or have something to sell need to remember.
It's called, "Staying On The Message". And I thought I'd offer up a couple of examples of how we think the marketing was not only brilliant but effective.
Twenty-two months ago the Obama campaign figured out that "Change" would be the trademark of their campaign. It started with the Obama logo. It was different, out of the box and, in itself, represented a change in marketing a campaign. And, that was just a silly logo.
The campaign never wavered. The message in Iowa kitchens or backyards was about "change". That message stayed the same all the way to 100,000+ rallies across the nation. To people tired of what they had, on both sides of the political spectrum that single message had meaning. But more important the campaign never moved away from the central theme.
The campaign understood the power of the Internet and the use of social media. From Blogs to text messages to short e-mail blasts to the use of video on YouTube the campaign kept in touch with those who have rejected traditional media. And they perfected a way to allow "two way" communication.
The Slogan as a Trademark:
Sure other campaigns had slogans. But they never really stayed the same. Some were about "experience" but that changed to "Experience that can bring about real change". Or it was "Real Change" when it seemed experience alone wouldn't work.
But, in at least three of those campaigns it rung hollow.
For those of you about to suggest it was money that made the difference. Don't fall victim to that trap. Yes, money allowed to message to get out but there had to be a starting point. And, if you remember the Obama campaign was not as well funded as others...many others.
What really happened, my friends, is that you have all been witness to something you can do in your business. Find a reason or two WHY people should buy your product or service and then build on those reasons always staying on message.
Michael P. Libbie - Insight Advertising, Marketing & Communications