10 Things Marketing Pros Can Learn from Political Campaigns

As the 2020 campaign season winds down, we are days away from moving to the “post-election analysis” phase. This phase is where every news outlet and social media channel will be filled with analysts explaining what happened during the election and why. No doubt, there will be a lot to explain! Regardless of the election’s outcome, there are some lessons that marketing professionals can take away from how political campaigns are run. After all, every political campaign is, at its core, an exercise in communications and persuasion — the very cornerstones of marketing.

Based on my own prior experiences running and supporting political campaigns, below are my top 10 lessons that every marketing professional can take away from political campaigns.

1. The Bumper Sticker Test

Michael Dukakis, the former Massachusetts Governor and 1988 Democratic presidential nominee, used to say: “If it doesn’t fit on a bumper sticker, it’s not a message.” He had a point. Think of some great campaigns you can recall. Such as Bill Clinton’s “It’s the economy, stupid.” Or Barrack Obama’s “Hope and Change.” Or Donald Trump’s “Make America Make Again.” Too many marketing pitches miss the utter simplicity of those memorable messages.

2. You Can’t Repeat it Enough

Think of how many times a candidate delivers the same stump speech. Joe Biden announced his campaign on April 26, 2019—that’s 557 days of campaigning. But the key to success is in repeating your message every day, even when you’re sick of saying it. Too many marketers get bored themselves and “mix it up” right when people are just starting to pay attention. Stay on message – and stay with that message for the long haul.

3. How Many Votes is a Picture Worth

Reinforce your event and messaging with great visuals. Think of Reagan at the Brandenburg Gate in 1988. Or whenever you see excited throngs of people behind a candidate. We all understand the power of those visuals. Yet, I still sometimes see speakers at important events standing at a podium that says, “Boston Marriott.” Marketers need to understand that the setting and staging for an event can deliver a message as effectively as the talk itself. Sometimes a $10 foam-core sign taped to a podium can achieve just the extra touch needed.

4. Make Social Media Social

It hasn’t escaped my eye that Biden’s signs include a call to action to send a text with a shortcode to opt-in and get their messages during this year’s campaign. That’s interactive—it’s making social media social, not one-sided. Great candidates—and great marketers—understand that social media works best when it’s two-way. Send me a note to @andy_freed if you agree…

5. Humor Me

Effective campaigns understand the power of humor. From JFK’s press conferences back in the early 1960s through today, humor can humanize candidates and break through the clutter. The same is true for great marketing campaigns. It’s often the ads that make us laugh that “go viral.” Something we can all aspire to.

6. Like Sand Through an Hourglass

Time is the one resource you can’t get more of on a campaign. Like it or not, Election Day is Election Day and isn’t moving. Marketing professionals need to know when their “Election Day” is—the date that can’t be changed—whether it’s a product launch, key announcement, or similar event and work at the according level of urgency.

7. Make the Press your Partner

In 2008, Senator McCain named his campaign bus the “Straight Talk Express.” On the bus, he would regularly hold court with reporters and, not surprisingly, good coverage followed. With perhaps one notable exception, campaigns are well served to make the press their partner. To do that, you need to know their deadlines. For instance, think about logistics for your events. Can the press get there easily? Are you providing “creature comforts” such as food? A well-fed reporter who’s in the right place at the right time with good wifi is no doubt a better partner to spread your message.

8. Don’t Tank

Be sure to remember the potential downsides in everything that you do. For those of us of a certain age, do you remember Governor Dukakis in the tank? That’s one marketing idea that went wrong. My guidance is to look at everything you do from a critical lens. How could it possibly be miscommunicated or misinterpreted? Not every listener or viewer has the benefit of the marketing team explaining something. Therefore, be sure you look with not only a dispassionate eye but a critical one.

9. Resource Scarcity

I’ve never seen a single campaign that has enough resources. In fact, the reality is that the goal of most campaigns is to be broke on Election Day. No one wants to say, “well, we lost, but at least we have lots of money left over.” The trick is determining how to effectively work within that constraint, with creativity being a critical ingredient. Whether it’s “guerrilla marketing” or techniques to engage your audience to amplify your message, think about ways to work within constraints.

10. Nimble Always Wins

It is said that no battle plan survives the first contact with the enemy, and the same is true on campaigns. Good marketers know that as well. They need to be ready to change as their well-laid plans hit the test of audience response.

And as a bonus for those reading before Election Day, here’s one more lesson. Decisions are made by those who show up. Be sure to get out and vote!

Featured Author: Andy Freed, CEO, Virtual, Inc.

As Virtual’s CEO, Andy Freed oversees the company’s client teams, along with the organization’s overall service quality and management practices. He has more than 20 years of experience working with associations, non-profits, and political organizations, and he has managed a wide range of entities, from small startups to multi-million-dollar organizations with members spread throughout the globe. With Virtual for the past 18 years, Andy previously served as Vice President and CIO of the Massachusetts Hospital Association and currently serves on the organization’s board, as well as the Board of Overseers of Wellforce Healthcare. He is a graduate of Harvard University, and he received his master’s degree in public policy from Harvard’s Kennedy School of Government.

Connect with Andy on LinkedIn.