Comments on: The CMO of the Obama Campaign

By: kevin from minneapolis

kevin from minneapolis — Tue, 11 Nov 2008 03:22:10 +0000

I totally agree. But it’s sad that we elect our president based on the same principles we use to sell sugar water.

By: Sam Ford

Sam Ford — Tue, 04 Nov 2008 21:29:08 +0000

Great analogy, in looking at Plouffe as the "CMO" of Obama's campaign, Todd. I think the key question we're going to be asking after this election is how the Web 2.0-savvy Obama campaign is going to translate into an administration. Will the same savvy with digital tools be incorporated into the communication strategy of an Obama White House? If so, it could fundamentally transform presidential communication, much as FDR did with the Fireside Chats when radio was a new technology. Maybe that could in some way help address the American divide I've been concerned with in this real America/fake America rhetorical divide...

By: Mike Buckley

Mike Buckley — Tue, 04 Nov 2008 20:57:49 +0000

By missing my point you’ve proved your own. Obama’s campaign has done a masterful job of selling a defective product. No candidate in recent memory has been caught in more lies than Obama yet he stands a chance of being elected President. Most amazing of all is that his loyalists actually believe he’s run an ethical campaign.

There are no legal requirements for a political campaign to tell the truth and Obama has used that fact to his advantage, but it’s not marketing in the traditional sense. I can’t run an ad saying my toothpaste will reduce cavities when in fact it will increase them. I can’t say my car gets 35 mpg when it only gets 12.

Sleezy politics–yes. Ethical marketing–hardly.

By: Todd Defren

Todd Defren — Tue, 04 Nov 2008 20:34:04 +0000

@MikeBuckley I could not disagree more with your assertion. I think the Obama campaign has not only been a prime model for marketers, but raised the ethics bar, as well. But then, I’ve admitted to being biased and don’t expect to convince you. Thanks for stopping by, though.

p.s. If you think all regular ol’ marketers are truthful, I’ve got an old hanging chad ballot to sell you in Florida.

By: Mike Buckley

Mike Buckley — Tue, 04 Nov 2008 20:25:03 +0000

You make some good points, but there is one glaring difference between a normal marketing/PR campaign and a presidential campaign. It’s a small detail called “truth in advertising”. Obama’s campaign (and all others) aren’t bound by a silly restraint called the truth.

If a campaign for a new toothpaste played fast and loose with the truth the way Obama’s campaign has, someone would go to jail.

By: Megan Maguire

Megan Maguire — Tue, 04 Nov 2008 18:46:49 +0000

Great post, Todd. It’s refreshing to see a campaign that’s not only up-to-date with marketing/communications trends but one that’s able to skillfully and effectively venture into these fields to really reach voters.

GenYs are ripe for this approach. It’s my prediction that this active involvement in social media will be the major factor driving the youth vote. The candidates’ involvement (or lack thereof) shows an understanding of technologies that are beyond important to young voters and even more importantly proves their intent to actually communicate with these voters.

That, if nothing else, should motivate a few more people to get to the polls.

By: Alicia Stafford

Alicia Stafford — Tue, 04 Nov 2008 17:25:07 +0000

I am a McCain supporter but hands down am in total agreement with this post. This is by far the most brilliant, genius campaign in American/World history. David Plouffe deserves all the recognition he can get!

By: Dick Grove

Dick Grove — Tue, 04 Nov 2008 15:53:15 +0000

An excellent analysis of the marketing behind the scenes of this remarkable campaign. The voters and the media by and large never consider the creative effort and tactical execution that goes into a project of this magnitude.

By: Sherry Heyl

Sherry Heyl — Tue, 04 Nov 2008 12:11:23 +0000

I am personally impressed with the Facebook app recently release where a person can “donate” their status to the campaign. Every hour my status is reminding my network to vote for Obama. That is genius!

By: Justin Levy

Justin Levy — Tue, 04 Nov 2008 01:25:50 +0000

Great post Todd! I have been fascinated with the marketing strategy behind the Obama campaign. This has definitely been a historical race in many ways including the use of social media and marketing to get out Obama’s message and reach out to the communities.

I had seen a stat towards the end of the campaign that said Obama was spending $4.5m per day in advertising while McCain was barely keeping up at $1.2m.

I’m voting for Obama too!