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Everyone markets their brand, including
Presidential candidates. Whereas in the past, candidates have
relied heavily upon volunteers to create a grassroots movement
through door-to-door and telephone marketing, the 2008 election has
added internet technology and Marketing 2.0 to its repertoire.
Hillary Clinton, for example, has figured
out how cleverly created YouTube videos have garnered attention
from the younger generation, the ones with the most voting
potential. Her Sopranos spoof was viewed over 250,000 times. She
got outside of the box of the traditional, stiff campaign format,
and braved something new. She's already won many supporters with
her campaign, which includes a Web 2.0, user-friendly website, blog
included.
Barack Obama, too, understands the value
in reaching the technologically savvy demographic. His donation
campaign was conducted in part via email. Rather than a contributor
sending $20 and never hearing back, the campaign managers cleverly
set up a system that allowed people donations to be matched by
other donors. Each donor could contact one another and write why
they supported Barack. Again, note the interactive character never
seen before.
CNN rode the Marketing 2.0 wave by
presenting the presidential candidate debates on Youtube. Now
they're available 24/7, and can be replayed and shared with
anyone. You don't get much more accessible than that.
But the techniques don't stop at YouTube.
Candidates have posted profiles on MySpace, Facebook, and Flickr,
allowing virtually anyone to claim them as "friends." MySpace has
announced that it will hold its own Primary in January, a true
political first. And supporters of each candidate are helping out
by posting their own blogs and forums on the fine qualities of
their favorite contender. Want to help, but don't want to go
door-to-door? Start a blog, a newsletter, anything that helps your
candidate reach more voters.
Will technology make a difference in the
results? Or will we just buzz about it up until the election,
sending amusing videos to our contacts, only to remain holed up on
Election Day? We'll see next November.
About the Author
Susan Payton is Managing Partner of Egg
Marketing & Public Relations. She assists small businesses with
marketing strategy and communications. She is the author of 101
Entrepreneur Tips, a handy guide that helps entrepreneurs make
repeat customers, close the sale, and delegate work. For more
information on Susan and Egg Marketing, visit
www.eggmarketingpr.com or
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Get free
marketing advice on Susan's blog, www.eggmarketingblog.com.
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