How A Marketer Runs for President

online marketing                       As someone who is in marketing, it is quite entertaining to watch various candidates enter in to the hotly contested race for the president in 2016. As a result, I want to throw my hat into the ring because I understand the secret sauce related to becoming a presidential candidate. That secret sauce is both offline and online marketing (including social media). I am not a rich like Donald Trump, so I will delay my candidacy for president and instead blog about others marketing efforts. Sorry voters. Giggle.  In this blog post, I am going to outline marketing in politics, so you can run for president if you chose to do so. There are about 5 key aspects to being successful, which are the following: communication/PR= social media, data=marketing analytics, marketing=messaging, engaging your base=customer engagement, and social media marketing=24/7 news cycle.

Communication/PR=Digital/Social Media

If you notice, I describe things in terms of old and new media. Social Media has gained a place in politics per recent studies. Previously, candidates would have utilized expensive hard to get third party channels to communicate with the voting public. They had to hope that citizens saw or heard their message when it was sent out during a very small window of time. The campaign of President Barack Obama taught us that you can break that paradigm. His team at the time leveraged social media and digital technology to communicate their message directly to consumers. Social media allowed him to control the look, feel, and flow of that message to his potential voters. It created an easy way for it be shared, spread, and for voter participation. Additionally, mobile messaging technology allowed him to geo-locate and communicate with potential voters in a new real-time. This assisted him in being able to communicate a personalized message to voters gaining their attention outside of the normal news cycle.

Data=Marketing Analytics

Campaigns run on adrenaline and data. Political candidates similar to large healthcare companies have an intimate knowledge about you along with others in your community. Data assists political campaigns in their ability to develop a strategy and target the best voters aligned with their message. Data is used to drive strategy along with understanding what is looked upon favorably by the public on a real time a basis. For example, candidates can understand how their performance on a debate was received and adjust strategy immediately after the fact. Data when used thoughtful and strategically can be ensure a candidate’s success. Messaging=Marketing You hear the saying that candidates are “staying on message”. The message becomes about creating imagery that is tied to their campaign and embodies the candidate’s brand. Nike is a perfect example ie “Just Do It!”. The messages coming from candidates can be subtle or overt. In the case of the image below, Jeb Bush has made a decision to be very vague regarding his last name. In the upper left corner, he made sure to have in red letters just  “JeB!”. Let’s unpack that, it is in the upper left where most users focus their gaze on a website. It is stands out because of its red coloring. Additionally, he is not using his surname, which means he is trying to separate himself from his family. As you see the messaging, its color, and placement are important to candidates when branding themselves to the public.   online marketing Engaging your base=customer engagement  

As it stands now at the time of writing this, Donald Trump is leading the way with engaging his base. There are a couple of metrics and reasons supporting his success. One key reason is that he is a polarizing and provocative personality that has tapped into some social & psycho-graphic issues of the Republican voting bloc.  Many Americans are very frustrated about the economy, immigration, and the societal social change, which he hits upon in stump speeches thereby connecting with them. Currently, he has a tremendous lead on the other republican leaders vying for the Republican nomination for president. Additionally, voters are turning out to see Donald Trump make speeches and connect with him. Potential voters are connecting online, offline, and reflecting that in their tentative polling supporting him. He is a great marketer really tapping in the emotional and intellectual motivations of his voting bloc.

Social Media/Online Marketing=24/7 news cycle  

Online as well as social media has become such an integral part of political campaigns. President Barack Obama’s success was partially do his integrated grassroot efforts both offline and online marketing circumventing the 24/7 media outlets. The republicans really ignored that aspect of marketing, which may have assisted in contributing to their lack of success in the last president election. This time around both parties seem to understand the importance of leveraging social media. One candidate in particular seems to be winning the social media vote via many experts and that is Senator Bernie Sanders. He proves that President Obama success can be replicated on social media. Honorable digital mention goes to Senator Lindsey Graham who made a phone upgrade and got a iPhone, sadly because of Donald Trump. Senator Lindsay Graham don’t be afraid to use your phone for email. J  Senator Bernie Sanders is definitely successfully leveraging social tools to be connected 24/7 with those social savvy voters, while controlling his message.

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Well, I think I have identified the top marketing tends in politics. Are you ready to announce your candidacy for presidency? I will vote for you and handle your marketing.

Have a great day.

Lisa

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Video Blog: Fed up with the Pillsbury Doughboy!!

It seems consumers and food manufacturers such as General Mills are focusing on the consumption of more natural food. I figured that it was a good idea to review  the impact of eating all this artificial food in America.The movie Fed Up gives a good overview and history of the problem. The public and now General Mills knows the solution to the problem of society eating junk food,it is simple just eat real food.  Keep an eye out for my blog post later this week exploring why General Mills is shifting towards making more natural foods.  Do you think General Mills has good intentions?

The Marketing of Beyonce and the Bachelorette

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As someone who works in marketing and digital/social world, my view of pop-culture is very analytical. The new season of The Bachelorette (BacheloretteABC) and Beyonce’s upset (Twitter @TheBeyHiveTeam) Beyhive has inspired me to blog. Both of these pop-culture phenomenons share a few similar elements worth exploring.

1) Primarily female fan base

Both shows have primarily female bases that are passionate advocates and ambassador for these two brands. Women, it is well known are obtaining both post secondary degrees as well as the accompanying salaries to facilitate a growing purchasing power. Most big household purchases are made by women, so you want to get in front of this powerful consumer group with both buying power and disposable income.

2) Drama and romance

The public loves drama and romance. Beyonce and Jay-Z as a couple are the pop culture embodiment of the power couple along with the occasional Solange elevator drama. Beyonce leverages that drama for album releases or for their On the Run tour. Similarly, the Bachelorette packs a room full of the nation’s sexiest fitness instructors along with lots of alcohol as a recipe that attracts millions of viewers. The premise of the Bachelorette is to find “everlasting love” for the contestants that has yet to be determined. For those of you who watched the Lifetime show Unreal will get that reference. Smile.

3) Consumer Behavior and social media

The offline world is very similar to the online word because people seek communities to connect with. Both Bey and Bachelorette provide that to the public. Several of the contestants on the Bachelorette were many times fans of the show. Beyonce has created a passionate engaged fan base on social media called the Beyhive. This Beyhive was so engaged that they woke up early for the launch of her new food product line. Bachelorette fans complained loud and passionately about slut shaming during the current season. Feedback from this highly engaged fan base has created a bi-directional communication between the brand and the community.

FYI, Ladies you can follow all those sexy bachelors on social media or LinkedIn.

4) Consumer engagement

Beyonce is the best example of this with millions of fans on various social media channels. As I mentioned before millions of fans woke early for her “special announcement”. She gives the fans that up close and personal connection that keeps them coming back for more via social media. A change in her hair color can blow up twitter. Bachelorette still has an engaged real time audience when other content creators struggles to get eyeballs in Hulu/DVR/Netflix age.

5) Revenue

Here is the bottom-line. Beyonce nor The Bachelorette franchise would spend all this time and energy, if revenue was not being generated. Both are bankable brands that are delivering via fans and in dollars. Beyonce was able to sell an album straight to iTunes. She gets it that girls rule the world!!

 How do you feel about these brands and their connection with their consumers/audience?

How To Hire A Marketing Consultant

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This post was created because of some interactions with potential clients and viewing posts for work by employers seeking marketing assistance. It is my goal to assist employers seeking either consultants or freelancers to feel a little more prepared for working with them via this post.

Preparation is important

You must really understand why and what you are hiring a consultant to perform. If you only need someone to post on social media i.e. put pictures on Pinterest, which is a very narrow skill set and require only a few hours a week. Conversely, if you need someone to manage the development and execution of a marketing plan, then that is very different. A person needs to work with you mid-long term effort to perform such a job. Will this be a long term or short term engagement? Social media marketing and digital strategy are ongoing long term initiatives that require a great deal of work as well as regular maintenance.

A Business Plan

As wacky as this may sound, you need a business plan to effectively market either a product or a service. You should live and breathe your product, its competitors, and primary customer target. The business plan should outline the dreaded financials, which are needed. I say dreaded because numbers along with ghosts, taxes, and bad hair days are equally feared by most. The financials determine how to price your product, when you cover fixed costs, determine the break-even point, and determine your marketing budget. Simply put marketing costs money. The ads that you see online in Facebook and Twitter cost, therefore financial resources need to be allocated to it.

A Product/Service

Having a defined product or service developed, prototyped, tested, and if possible viewed by focus group is critical. Please don’t contact a marketing consultant digital or otherwise, if you have not resolved what the product is, how it works, and tested it thoroughly. Many businesses are so hyper focused on their website and social media presence yet there is no product/service fully developed to market. Customers don’t want to buy a service/product that has been poorly produced. This means you will be creating a bad reputation for yourself. First impressions matter with customers. Marketing consultant needs a finalized product or service to be effective.

Manage Your Ego

Once you have done all of the above, then you are ready to connect with a consultant. Manage your ego is a critical part of being successful when working with a consultant/freelancer. You have to work with them and let then consultant you on best practices and approaches. In the beginning, the consultant should outline their scope of work, deadlines, and milestones that you both agree upon. You should have a weekly call at a minimum to understand work being performed. Also managing online/offline marketing is a lot of work. Large companies like US Air, Ford, etc. have a whole dept dedicated to social media. Similarly, a company would have separate dedicated departments to each of the following: content management, digital marketing, mobile marketing, search marketing, and digital analytics.  Therefore, it is easier to let the marketing professional take the lead, since marketing is quite complicated. I would never say that business owner doesn’t need to know marketing, but your knowledge is extremely limited compared to that list of departments full of experts. Conversely, the marketer should respect and appreciate your expertise.

Realistic Expectations

This may be my most important piece of advice. Have realistic expectations and only believe consultants that provide as such. On the employer side, it is not a realistic to expect a marketing consultant to deliver 5,000 twitter followers in one week. Similarly, a college student can be a great on campus representative selling your product, blogging in a supervised way, or creating beautiful marketing materials; however there are limits to what a college student with limited experience can assist with. However, there are extremely talented college students, but be cautious. The consultant should be able to provide you a previous work sample, have marketing field experience, outline of their proposed work products, and tentative dates for deliverables.

 

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Embrace the Process

Marketing is similar to most things in life, it is a process. The creation of marketing plan will not create immediate customers for you. Marketing is part science and part art. Science part is trial and error in a systematic way to create results with the goal of impacting your business’ bottom line. There are definitely some best practices related to marketing. The consultant should outline a plan, meet with you weekly, and provide weekly reports related to their efforts. The results will not always be upward or bring immediate revenue to your business; however there should be an explanation along with next steps, if a problem occurs.

It is a Relationship

People market to people. People hire other people. Try to pick someone with good credentials, previous success, and most importantly it should be someone that you can have a good working relationship with. This is especially important because marketing is a process. You need to feel confident and comfortable in that person’s ability to work with you through the marketing process. It is my hope that the points listed above are helpful for those seeking any type of marketing consultant.

 

What advice do you think employers need when hiring a consultant?

Have a Happy Tuesday!

 

Thank You, Readers!

ThankX

 

 

It just recently occurred to me (via WordPress) that this blog is 2 years old. If you know me in my non-digital  life, I don’t celebrate much in life. I am usually pushing to the next goal. The only reason this celebration is happening is because it is for YOU. Thank YOU for taking the time to join my journey. It is incredible to think this started from a recommendation of a friend.

PS I want to apologize because previously there has not consistently been a comment section. My apologies, this blog’s goal is to be helpful and supportive along with encouraging your feedback. Please provide your feedback and questions below.  In a few days, I will be submitting a poll to better understand, how to support and assist you.  When posts are created moving forward a comment section will be added consistently.

Thanks again for taking the journey with me over the last 2 years!

 

Books for August…the Restful Sunday of the Summer.

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Hello All,

Happy Tuesday! It is my hope that everyone is having a fun, productive, and restful summer. Since August is the Sunday of summer, I thought that I would share some books that I consider to be interesting  to read on a  Sunday afternoon.

Business  Management Books

The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies –Erik Brynjolfsson and Andrew McAfee

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks) –Dave Kerpen

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less –Joe Pulizzi

Google Analytics Integrations: Centralizing Digital Marketing  –Daniel Waisberg
Science and Medicine Books

The Hot Zone: The Terrifying True Story of the Origins of the Ebola Virus –Richard Preston

Missing Microbes: How the Overuse of Antibiotics Is Fueling Our Modern Plagues –Martin J. Blaser
Interesting Personal Narratives Books

The Harlem Hellfighters Paperback –-Max Brooks

My Beloved World Paperback –-Sonia Sotomayor

High Price: A Neuroscientist’s Journey of Self-Discovery That Challenges Everything You Know About Drugs and Society –Carl Hart

What are your book recommendations? Are there some old books that you would recommend? Is there a new book or movie that you can not wait to see? Please share.

Please share  your book recommendations.  Learning takes place through conversation, so speak up! 🙂

Have a Happy Tuesday!

UrbanHealthyChick