Obama’s lessons for contemporary marketers
Shiraz Latiff
The American people recently demonstrated once again their unique
capacity for self-renewal by electing, for the first time, a black man
as head of state, not much more than a generation after the country’s
African-Americans were accorded full civil rights.
Shiraz Latiff |
In electing Barack Obama - President by a solid margin - together
with a congress which got the biggest Democratic majority since the
1970s, Americans signalled a dramatic change in the direction the
world’s sole superpower was taking.
The country, regarded loftily by many Europeans as hopelessly racist
and irredeemably right wing, voted to be ruled by a black man at the
head of a party committed to economic redistribution and a foreign
policy rooted in peaceful diplomatic engagement.
However, if we re-wind this scene to two years ago, today’s
achievement by Barack Obama would not have been thought possible. What
we are talking about today, is the success of a presidential campaign
that was executed with clinical perfection. Barack Hussein Obama, two
years ago, was a relatively unknown name of a young upstart senator and
lawyer with excellent oratorical acumen and a mountain-sized ambition to
succeed in life.
If you consider him as a branded product on the shelf, he had all the
demerits that a marketer could attribute to a disastrous brand: a black
man born to an immigrant Kenyan father and an American mother in a
country where racism is rampant despite all the egalitarian rights given
by the Constitution; a middle name, Hussein, loathed by all Americans,
especially both the Bushes, senior and junior. His father, though a non-practising
Muslim, not only extended his genes but his Muslim name to his son.
A Muslim, by all means, whether practising or non practising, is
considered a potential Al-Qaeda sympathizer - or even a potential
recruit - in most American minds.
With all these drawbacks, how did Barack Hussein Obama pull off an
emphatic win over the war-hero turned business-heir,
apparent-long-standing senator - savior of America from the clutches of
terrorism - John McCain? Any marketing or PR guru would have first told
him to re-brand himself, viz, change the name to something more
American, and re-position himself to the demand of the country, viz,
Country First or liberation from terrorism, like McCain did.
But what did Obama do that we all marketers can learn from. Though he
might not have borrowed that euphemistic Bible of marketing from Kotler,
he seems to have done all that a good marketer would have done, all the
way.
Targeted Correct Segments
Obama’s hybrid segmentation of the market singled out the exact
target markets to focus on. Demographically, he targeted the young
voters, who were either moderate or liberal, instead of the conservative
middle-aged and the elderly.
The Exit Polls as per CNN, showed that 66% of 18-29 and 54% of 30-44
age groups had indicated voting for Obama. He targeted the Blacks and
the Hispanics who expected a Obama who would be able to relate to them,
as one of a minority himself. The Exit Polls showed 95% Blacks and 66%
Hispanics would vote for him.
Geographically, the South was heavily biased towards his opponent due
to historical reasons of the white dominant mentality. Other regions
showed more of a tie as per the Exit Polls. His segmentations did not
concentrate much on geographical demarcations except for last minute
campaigns in the toss-up states.
Psychographically, he focused on the moderate and the liberals who
wanted a change from the Bush era and a focus on the economy. Exit Polls
again showed 60% of the moderates and 88% of the liberals voting for
Obama.
His weakness was inexperience in the political system. Barely two
years into his term as a Senator, he could not have boasted of a strong
CV in the political arena to outweigh his opponents. However, he
targeted the right market segments, as discussed above, whose
expectations were not an experienced politician with a ‘silver’ bullet
but a pragmatist with a promise to ‘Change’ and bring fresh thinking to
the country and the economy.
America’s yearning for change focused most closely on dissatisfaction
with the economy and the wars in Iraq and Afghanistan. John McCain was
never able to distance himself from the Republican calamities of the
past eight years, even though he had a right to be considered at least
as much as an agent of change, as Obama.
His unique selling proposition was ‘Change that we can believe in’.
Though his opponent’s ‘Country First’ was deemed to have appealed
strongly to the patriots, it was not the expectations of the target
market, which constituted the majority in the country. McCain kept on
improvising with his slogan and the pay-off lines expecting the tide to
turn towards it.
Not convinced
When all else failed, he expected the blonde Sarah Palin to give him
that touch of magic, which she did, but for a brief respite. People did
get carried away with her charm and glamour but it was not sufficient to
convince the voters to hand over the presidency to McCain.
Once the initial euphoria died down and reality set in, there was
Obama still touting the ‘Change’ slogan. He did not change his focus
when he saw the sudden rise in the ratings for McCain. His consistent
message paid off and the voters not only remembered him for what he was
offering but also trusted him for being so consistent in his message and
offers.
Usage of Technology and Internet
When modern day elections are always full of sleaze funding and
scandals, Obama not only refused to accept Federal funding but also did
not run after major donors to fill his campaign coffers.
He was ably supported by the co-founder of Facebook, Christopher
Hughes, as the Director of Online Organizing, to mobilize an online
community to create a 70 million member army of bloggers, fundraisers,
and volunteers who were hooked up by e-mail, blogs, chat rooms, and
pocket networks; who not only worked tirelessly for Obama but also
contributed a mere USD 5 each to the campaign fund.
This initiative gave him the best of the money that any Presidential
nominee received in years and the biggest ever volunteer group - mind
you, majority of them young - working tirelessly for his campaign.
If Obama can market himself with such clinical precision without
re-branding or re-positioning himself to suit the current thinking but
to change the minds of the prospects to his thinking, isn’t he the
greatest marketer of them all in contemporary politics or business, for
that matter?
My analogy of his political campaign in a marketing context, is for
the purpose of persuading our marketers to think outside the box and
learn from the parallel avenues that are available in the world.
Shiraz Latiff is the Chairman of CIM Sri Lanka Region and Asst. Vice
President - Service Quality of HSBC Electronic Data Processing Lanka (Pvt)
Ltd. Latiff is a Member of The Chartered Institute of Marketing, UK and
is a Chartered Marketer by profession. |