If you had a product to sell nationwide, at first glance you might consider blasting out mass media nationwide in big sweeping layers to coat the entire country. This mass approach may have some merit.
But last night’s historic election showed that pinpoint marketing — focusing strategically on key segments — makes the difference. It’s not coincidence that most of the blue counties are where the Ohio cities are: Cleveland, Akron, Toledo, Youngstown, Columbus, Dayton, and Cincinnati. This map doesn’t break it down by city or precinct, but that precinct-by-precinct focus was a key strategy for the Obama campaign.
I’ve never had as many phone calls asking if I’m going to vote. We even had someone drive into the driveway last Friday to make sure the 3 voters in my household had a ride to the polls. It was a young man from my town whose Boy Scout troop meets at my church.
A friend of mine told me the story of her daughter who is away in Vermont at college. When she volunteered to make phone calls, she received a list of names and phone numbers of the neighbors from her street back home in Hudson, Ohio.
I think it was the strategic, affinity and close knit ties that made the difference in this election.
What does this mean for your marketing?
Using referral sources who believe in your service and products. Testimonials from people your potential customer knows and trusts. Finding common ground with your potential customers. No one wants to buy from a stranger, so how can your company become an acquaintance? A friend?
By the way, you can take a look at the individual county results in your state… just click on the individual states in the 2008 general election state results map at this link.
Source: NBC News via msn.com from an article link via RealClearPolitics.com
{ 3 comments… read them below or add one }
What a great marketing analogy, Chris. Like you, I’m in a swing state this year (NC) and the marketing was specific, sustained, and ultimately successful. There are many marketing lessons to learn from the Obama juggernaut.
It’s great to see some unique content and a good quality blog for once, actually I would be very interested in doing a link exchange with you.
You hit it right on the nose with this one good job on this post; I hope to read more from you.