Marketing from Politics

As we get ready to inaugurate a new president, what lessons can we take from the campaign that led to a victory at the polls?

Tell a story.
As marketers, we see product features as great selling tools, but it’s the story that wins customers. Maybe your product is bigger, faster – or even maverick, but a bullet list doesn’t tell your potential customers what they want to know. Develop a consistent narrative that engages your prospects – one that puts your product into the bigger picture of their lives – and you’ll win the campaign for more sales.

E-mail works.
This year highlighted the value of marketing electronically – and the importance of building and maintaining better lists. When you have a good list based on clients and prospects who want to hear from you, you can contact them more frequently – and generate higher returns. And you can use metrics – like open and click-through rates – to help you evaluate when the message or frequency of your e-mail campaigns needs to be adjusted.

The Web rocks.
From candidate sites to YouTube ad campaigns, the Web was a pivotal resource for campaign success. The Obama site encouraged visitors to donate, to join a volunteer group and to blog their own stories. It turned viewers into doers; those visitorsbecame word-of-mouth marketers for the campaign. Look for ways to involve your customers and prospects through e-media for greater marketing success.