Lessons From The Political Campaign Trail For Corporate Marketers Presentation

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This is the presentation from our successful event with KRC Research on June 28th. It was presented by KRC's CEO Bradley Honan and Carrie Driscoll, KRC's Vice President. To see photos from this event, visit our album here: http://bit.ly/292Horw, and for more information on this and future events from the New York American Marketing Association, vist www.NYAMA.org/Events.
  • 1. 1 Lessons from the Campaign Trail Prepared by: KRC Research | 2016
  • 2. 2 Meet Today’s Presenters 2 Bradley Honan CEO bhonan@krcresearch.com (212) 537-8743 Veteran of the Bill Clinton, Hillary Clinton, Tony Blair, Mike Bloomberg, and Jon Corzine campaigns and campaigns in Bermuda, Ukraine, Venezuela, and Macedonia Carrie Driscoll Vice President cdriscoll@krcresearch.com (212) 445-8383 Veteran of the Joe Lieberman campaign and has worked for the Democratic National Committee
  • 3. 3 KRC’s Political Background KRC is a full service global strategic research firm with a heritage in the highest levels of political campaigns. Members of the KRC team have work for: 3
  • 4. 4 Our Clients
  • 5. 5 Lesson # 1 Politics is relevant to what we all do 5
  • 6. 6 Politics Can Be Instructive When . . . The stakes are high, and it’s a highly competitive and contested landscape. What’s been tried isn’t working. You need to break through the clutter and be heard. You don’t need “data” – you need an action- oriented messaging & engagement strategy. You need to unseat the incumbent – you need to change minds and behaviors. You need to know who are the swing voters – there is no use in targeting anyone other than those who might switch. 1 2 3 4 5 6
  • 7. 7 Lesson # 2 Messaging at its essence is Competitive 7
  • 8. 8 Case Study: The 2008 Election Voters wanted a change from Bush The DC status quo was out of favor Obama’s message was therefore pretty obvious 8
  • 9. 9 Obama’s 2008 Competition Vital Stats: Arizona Senator John McCain • First elected to Congress in 1983 • Born in 1936 • Age 72 9
  • 10. 10 Create a contrast – both obvious and subtle 10
  • 11. 11 Lesson # 3 How to develop a competitive messaging framework 11
  • 12. 12 KRC’s Political Message Box Creation KRC’s messaging approach borrows from the world of politics and ensures that we not only determine which messages resonate most with target audiences, but also which best withstand the opponent’s messaging. 12 Us on Us Us on Them Them on Us Them on Them The KRC Political Message Box
  • 13. 13 The Political Message Box in Action Clinton On Clinton Clinton On Trump Trump On Clinton Trump on Trump
  • 14. 14 The Political Message Box in Action Clinton On Clinton “Prosperity can't be just for CEOs and hedge-fund managers. Democracy can't be just for billionaires and corporations. Prosperity and democracy are part of your basic bargain, too.” Clinton On Trump "If he wants to engage in personal attacks from the past, that's his prerogative. I'm going to draw distinctions between where I stand and where he stands when it comes to equal pay for women, raising the minimum wage and protecting a woman's right to make the most personal health care decisions." Trump On Clinton “In fairness, you have to look into [Hillary]. Maybe she can prove her innocence, but she seems to be guilty, but you know what, I wouldn’t even say that.” Trump On Trump “Our country doesn't win anymore. We don't win with the military, we can't beat ISIS. We have great military but we can't beat ISIS. We don't win on trade. You look at what China's doing to us, what Japan does to us, what Mexico is just killing us at the border -- at the border and with trade. Mexico is killing us -- absolutely. We'll do the wall. Don't worry. We're going to do the wall.”
  • 15. 15 Lesson # 4 Pivot your appeals to speak to & engage “Swing Voters” 15
  • 16. 16 You Must Evolve Your Message to Reach “Swing Voters” (Re) considering what you say, who you say it to, and how to say it. We see this challenge as similar to the pivots political candidates often make on issues that are traditionally associated with the opposition party. 16
  • 17. 17 A Speed message appealing to “Base Voters” 17
  • 18. 18 A $23B investment to bring high speed service to America
  • 19. 19 Messaging built around Entertainment targeting swing voters
  • 20. 20 Lesson # 5 Your message must Persuade “Swing Voters” 20
  • 21. 21 V.S! Who “wins”? Group Three: Neutral
  • 22. 22 on on Who “wins”? TWC about themselves Time Warner Cable (TWC) offers customers the best value on cable TV and Internet service. TWC service includes more features customers are looking for including a two year price guarantee with no contract. Not only do TWC’s customers get fast and powerful Internet service, but TWC also offers more HD TV channels and 350+ live TV channels in any room in your home. TWC service keeps getting better and better and now its price and service can’t be beat. Verizon about TWC The only thing cheap about Time Warner Cable is the poor service they provide and it’s about to get even worse. The fact is that to get their two year price guarantee you have to jump through hoops. With Verizon that guarantee comes standard. And now that Comcast is acquiring Time Warner Cable, those customers – people like you - are going to pay more than ever. Comcast charges sky high rates for the same outdated cable technology and are known for their tricks and traps.
  • 23. 23 How It’s Done: Competitive Message Testing Opposing Loyalists argue their case & challenge the other side’s case for loyalty. Stage 2: Making the Case Stage 1: Developing the Case Brand A vs. Brand B Jury deliberates and decides… Top Loyalists from Stage 1 present their case for their brand, challenge their opponents’ case as lawyers would in a jury trial and are incentivized for persuading others to their side. The Political Debate Group methodology allows us to examine consumer perceptions of a brand and its competitors, to identify what drives brand loyalty, and to explore potential message approaches in a competitive context. How It’s Done: Competitive Message Testing Winning Brand
  • 24. 24 Lesson # 6 Visualize your message 24
  • 25. 25 Eye-Catching, Easy, Shareable Infographics in 2012
  • 26. 26 Boardrooms Leverage Lessons from the Campaign Trail Making Infographics More… FUN… COOL… SEXY…
  • 27. 27 Sharing Bite-size, Social “Snackables”
  • 28. 28 As Serialized Social Content
  • 29. 29 Lesson # 7 Humor - It Humanizes & Kills 29
  • 30. 30 Humor can be deadly effective
  • 31. 31 Lesson # 8 Emotional, not Rational wins the day 31
  • 32. 32 Hillary Clinton makes an (unscripted) emotional appeal 32
  • 33. 33 From functional & rationale . . .
  • 34. 34 To Building a (Powerful) Emotional Connection
  • 35. 35 Lesson # 9 Not Big Data – The Right Data!
  • 36. 36 Soccer Moms White Suburban Middle aged Young Kids Socially moderate, fiscally more conservative Susan Davis White 84 Maple Ave. Briarcliff, NY 38 2 Kids Voted in the last 3 Democratic primaries Subscribes to Home and Garden Monolithic groups are inefficient targets From… To…
  • 37. 37 Fail faster – but don’t fail to experiment Every year on Valentine's Day I can't help but think back to my first date with Barack. I had been reluctant to go out with him, but he was persistent, and I eventually said yes. We took a walk through the gardens at the Art Institute in Chicago, saw "Do the Right Thing," and went out for ice cream (he was really trying to impress me). It took some convincing, Bradley, but I'm so glad I went on that date. I simply cannot imagine my life without the unwavering love and support that has defined our marriage, and I'm so glad that we have finally achieved marriage equality, affirming, as Barack put it in his inaugural address, that "if we are truly created equal, then the love we commit to one another must be equal as well." OFA is one of the groups fighting for full equality for all Americans -- regardless of sexual orientation or gender identity. Add your name to say you'll join the fight. I hope you'll stand with me and OFA in continuing this mission -- add your name today: With love, Michelle Obama Last night, I gave my final State of the Union address. As I was preparing it, I couldn't help but think of the road we've traveled together these last seven years -- and the remarkable things you've done to make change happen. The people I've met and the stories you've shared -- that's what keeps me going. And it's why I'm more optimistic about the year ahead than I've ever been. What makes America great has always been our capacity to change for the better. Our ability to come together as one American family, and keep perfecting our union. It's hard to see sometimes in the day-to-day noise of Washington, but that's who we are. OFA is one of the groups that's going to keep fighting for change on the most important issues -- say you'll join the fight. It all starts with getting involved in the work of civic engagement. In the America we believe in, we create the kind of change we seek. However slow, however harshly challenged at each point, we know we can do it. I hope you'll join OFA, and commit to continuing this work: https://my.barackobama.com/Lets-Get-To-Work-In-2016 Thanks, Barack Obama
  • 38. 38 Making the Connection Gather super market data about who buys your products and your competitors. Build model that predicts the frequency of purchase. Target specific individuals on Facebook. Measure campaign success by studying scanner data. 38
  • 39. 39 What We Covered LESSONS FROM CAMPAIGNS THAT TRANSLATE TO THE BOARDROOM: Lesson # 1: Politics is relevant to what we all do Lesson # 2: Messaging at its essence is Competitive Lesson # 3” How to develop a competitive messaging framework Lesson # 4: Pivot your appeals to speak & engage “Swing Voters” Lesson # 5: Your message must Persuade “Swing Voters” Lesson # 6 Visualize your message Lesson # 7: Humor - It Humanizes & Kills Lesson # 8: Emotional, not Rational wins the day Lesson # 9: Not Big Data – the right data 39
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