How Marketing Saved Democracy
I observed the mid-term elections with fascination. I applaud the return of "check and balances" to the U.S. Government, and I've been impressed so far by the kitchen-table issues that seem top of mind to the incoming Democrats (as opposed to shrieky self-congratulations and deluded calls for impeachment).
But what really revved my engine was learning that Pelosi & Pals went outside the Beltway for inspiration during the lean years since the 2004 election. Specifically, the Dems realized that they had a MARKETING problem and sought the counsel of legendary marketer Jack Trout, among others.
There's just a tidbit about this interaction in the new issue of NEWSWEEK, but it was a telling lesson in basic marketing. Trouts advice hinged on differentiation. As the GOP sank into the morass of false morality (Hastert's tardy recognition of Foley's inappropriate activities), corruption (Abramoff! DeLay!), and Iraq (bad entry chasing a bad exit), Trout urged the Democrats ...
"...to take advantage of the weak points in Karl Rove's base-driven Republican strategy. 'You've got to go the opposite way,' [Trout told Pelosi]. 'It's Marketing 101. Say 'We're about good governing for all, not a privileged few.' Bring back the Big Tent idea..."
The strategy of fomenting conflict between the "have's and have-nots" is a tricky one: it led candidates under Bob Shrum's one-note tutelage to lose 2 presidential elections in a row. But what DOES work is differentiation. As the GOP dealt with false morality and corruption, the Dems talked about recharging the flaccid Congressional Ethics Committee. As polls showed that the Middle Class felt overwhelmed by the stressful, confusing responsibilities (and expenses) of Bush's "ownership society," the Democrats talked up Middle Class pocketbook issues.
The Democrats triangulated in classic Clinton style, too. As the Republicans vilified the Democratic Party for weakness, the Dems offered up Iraqi war veterans and conservative-leaning candidates. And while the GOP harped about the liberal goofiness of Howard Dean, the DMC chairman made a show of asking for people's votes in all 50 states, because (as I heard him say on Jon Stewart's Daily Show), "It shows respect for people, when you ask them for their vote." How civil.
Lastly, echoing FDR's "100 days" approach (and more interestingly, the GOP's own brilliant Contract with America from '94), the empowered Democrats have come up with an inspirational set of Everyman issues that they want to tackle in "the first 100 hours" of the new Congress. Catchy marketing, and, using 100 hours vs. 100 days shows an acknowledgement of our high-speed culture.
The Democrats have taken a lot of well-deserved heat in the past for being a crazy-quilt, incoherent collection of special interests vs. a true, national party. Hopefully the discipline they've shown in their pre-election marketing and in the aftermath of the election will bode well for their future prospects. And for us all.
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The Democrats have taken a lot of well-deserved heat in the past for being a crazy-quilt, incoherent collection of special interests vs. a true, national party.
This also becomes a lesson in internal communications, as those varied special patches have to buy into the messaging for it to work. If not, this quilt will unravel from within, and the external audience that bought it will eventually complain about the holes.
Enough to ask for a refund? That depends on the number and size of the holes in the quilt -- the amount of noise they make as they stretch their stitches -- and the ability of the GOP to regain trust, find its compass, and deliver a message to that effect.
Posted by: Ike | November 13, 2006 12:18 PM