It kills me how much time Republican political candidates spend going to the monthly prayer breakfast or city council meeting and seeing the same 14 people. I maintain that too often, candidates focus too much on the "political events". News flash! For every person at the "political event" think about how many people AREN'T there. Know where they are?
They're busy running their lives. They're getting kids to sports or scouts. They're driving between their two jobs. They're at the mall. They're with their friends at the bowling alley, movie theatre, restaurant or bar. And if you were to be a fly on the wall, you'd hear them talking about what matters to them.
While attending "political functions" as a candidate has its merits, please don't neglect the vast majority of people who aren't at those functions.
Without a lot of fanfare, go out and see what you can learn from "hanging out". Go hang at the local bowling alleys, bars and the mall. Not as a candidate. Not to shake hands. Not even to be seen. But just go "hang out" and blend in. Act like you're minding your own business.
You may be very surprised at the sort of stuff you learn. But it's the kind of unbiased survey research money can't buy. Because it's real. It's raw. It's honest.
For more in-depth Republican Campaign Marketing Articles and Tips visit GopLogo.com and while you're there, sign up for the GopLogo Campaign Marketing Newsletter. And for totally different Republican Campaign visit my other blog at blog.goplogo.com.
Warm Regards,
Michael
hello@goplogo.com
Wednesday, February 6, 2008
Viewing The Republican Candidate As a Product
Take a deep breath and open your mind.
Consumers first buy what they need, then they buy what they want. If you can't convince voters they need you, then you need to make them want you.
What makes voters believe they need you? Well, think about what makes a consumer believe they need a drill. They don't need a drill because they need a drill. They need a drill because they need a hole. The drill is simply a way to get the hole. Another example, people don't especially buy a lawn mower because they need a mower. No, what they need is shorter grass, the mower is just a way to get the shorter grass. They choose a mower based on a happy medium between benefits and what they can afford.
Likewise, voters don't need a State Representative ... they need say ... lower taxes. So what they need is a tax cutter. Are you a tax cutter? Because if you are a proven tax cutter then you are what they need to get lower taxes.
Here's the difference:
1) "I'm running for State Representative and I'll fight hard to cut your taxes."
2) I'm a tax cutter running for State Representative.
1 says what you'll do. 2 says what you are. 1 is politics. 2 is marketing.
Can people also want what they need? Sure. But the point is, nobody needs or wants a State Representative. But I'll bet you'll find a whole bunch of people who need and want a tax cutter.
So what do the people in your District need? What do they want? What are they in the market to buy?
For more in-depth articles, additional marketing tips and some great Gop Logo inspired merchandise visit www.GopLogo.com. And be sure and sign up for my GopLogo Campaign Marketing Newsletter.
Consumers first buy what they need, then they buy what they want. If you can't convince voters they need you, then you need to make them want you.
What makes voters believe they need you? Well, think about what makes a consumer believe they need a drill. They don't need a drill because they need a drill. They need a drill because they need a hole. The drill is simply a way to get the hole. Another example, people don't especially buy a lawn mower because they need a mower. No, what they need is shorter grass, the mower is just a way to get the shorter grass. They choose a mower based on a happy medium between benefits and what they can afford.
Likewise, voters don't need a State Representative ... they need say ... lower taxes. So what they need is a tax cutter. Are you a tax cutter? Because if you are a proven tax cutter then you are what they need to get lower taxes.
Here's the difference:
1) "I'm running for State Representative and I'll fight hard to cut your taxes."
2) I'm a tax cutter running for State Representative.
1 says what you'll do. 2 says what you are. 1 is politics. 2 is marketing.
Can people also want what they need? Sure. But the point is, nobody needs or wants a State Representative. But I'll bet you'll find a whole bunch of people who need and want a tax cutter.
So what do the people in your District need? What do they want? What are they in the market to buy?
For more in-depth articles, additional marketing tips and some great Gop Logo inspired merchandise visit www.GopLogo.com. And be sure and sign up for my GopLogo Campaign Marketing Newsletter.
Subscribe to:
Posts (Atom)