José Ignacio Gafo Gómez-Zamalloa

The American primary elections of the candidates of the Democratic + Republican Parties are being one of the most interesting ones in the history of American democracy. And above all, an excellent lesson of how to do political marketing.

I guess you know how the primary elections work: Each main party, the Republican + the Democratic, have to choose their candidate for the General Election. Candidates are voted state by state, and the one most voted is the one that represents the party.

So far it has been impressive for the strategies and tactics employed, specially by Hillary Clinton and Barack Obama from the Democratic Party. In this posting I will focus on what I think it is making the difference: Segmentation + Positioning.

Nobody believed in the beginning in Obama. Everybody thought that Hillary was to be the clear winner and, in case there would be a rival, that would be Mr Edwards. Big mistake as you know.

HILLARY CLINTON basically positioned herself as an experienced Executive being able to tackle with Americas core problems and put into practice what was needed to bring back America as the world ruler in the political and economic arena. Her main credentials were therefore EXPERIENCE + EXECUTIVENESS.

She definitively thought that those values combined with a well-known brand (CLINTON) would be broadly appealing. In addition to that, and in order to be sure that she maximised the potential votes in every State, she adapted her message and proposals to some minorities that could make a difference in the end of the day: Women + Latinos (no need to address explicitly to blue collar people, they will support her no matter what).

She thought everything was under control but it was not. A smart and relatively inexperienced candidate was also there: BARACK OBAMA. Nothing to worry about him, she thought. He was a relatively new candidate with no connection with the establishment + a naïve message of change + a dark skin that would stop him from getting many vote. However, what were supposed to be his weaknsesses, have turned out to be his strengths through an extremely SMART POSITIONING and COMMUNICATION. He has basically positioned himself as the ONLY REAL ALTERNATIVE, as the only politician able to bring a new order to America. His claim has been perfectly summarized in three words “YES WE CAN”, that has had tremendous effects:

1. It has been able to touch the heart of Americans, to awaken the illusion of those that want something different.

2. It has been able to position himself in a place were no other candidate can be: The only one with no clear political links and able to start something from scratch.

3. It has delivered a mass market message, that goes beyond segments and even political thoughts. Sure it has helped him to position quite well within black people + young voters + white people highly educated, but also to attract independents + centre oriented Americans. Furthermore, it has also being able to attract part of the segments that Hillary was sure to get for they do not feel identified with her too vague message (what is appealing for a Latino of California does not necessarily work for a Texan Latino).

Obama is likely to win. He has been able to go with a unique positioning + mass segmentation that is driving the difference.

Mrs Clinton is now doing her best to kick back. Her main tools are now disqualification (she is openly criticizing him for his incompetence for ruling) + trying to go with another segmentation (not based in demographic variables, but in concerns such as the economic crisis or the American defence policy). In other words, she is trying to succeed by doing things in a different way + using one of the last resources you have in Marketing: Appealing to Fear.

Let´s see how this end up. So far, my vote goes for Mr Obama and his think different political marketing approach.

Think Different!!!

Ignacio Gafo

PS: Whathever it happens, I am curious about what will be done when either Hillary or Obama becomes the Democratic candidate. At that point the reputation of each candidate will have been deeply attacked by the other, and so will be Brand Asset that the Democratic Party has. I will write again about that then.

Posted on 17 February 2008 in Political Marketing, International Marketing

Comments

Posted by: Luca Sottani at February 18, 2008 07:55 PM

Posted by: Luca Sottani at February 18, 2008 09:10 PM

Posted by: Luca Sottani at February 20, 2008 10:16 PM

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