Just an Observation
Recently FWOB posted on how the Asher Agency went 0-2 this past primary (current tally is actually 0-3). IP also eluded to it in the Pundies. A lot of campaigns from around here use Asher and win. But only if they aren't a tightly contested race. I think there is a reason behind this.
Its not a problem with just Asher. The problem is with the traditional advertising agency and how they do business in a campaign.
Their approach to the "voter" market is often similar to their approach to the consumer market. This is the most common flaw by ad agencies. Voters have nuances in their voting habits ( as a population) that they don't have in the way they purchase everyday items. Ad agencies miss those nuances with their approach. That makes them less effective. They don't generally have the expertise with the "voting" market.
The other issue in using an ad agency is priority. Their priority is profit the campaign's is winning. Those often times clash. Small agencies have this problem less than larger ones.
In the end it all comes down to control. Ad agencies often have more control over a campaign's message then the campaign realizes.
posted by Indiana Pundit at 9:45 AM
3 Comments:
An election is a one-day sale (although with early voting, it's more like a one month sale with a final close-out day). Ford or McDonalds don't care so much whether I buy their product today or tomorrow or in a couple of weeks, but if I decide the day after the election to vote for a candidate, it is too late. All good marketing is focused on motivating the consumer, but campaigning must be even more focused. We live in a consumer culture where it's not hard to convince people to buy stuff - the ad agency just has to convince the consumer to buy Brand X. However, Americans are increasingly disconnected from their role as citizens. Campaigns that don't recognize and respond to this are doomed.
IP - this is quite insightful (as many of your posts are). As upsetting as it may be, Fort Wayne campaigns that are in tight races may be better off seeking political advertising/direct mail firms in Indy or beyond. While it's great to keep the money local, given the inordinate amount of campaign dollars local candidates spend here, I don't think it's necessarily wise.
That last anonymous writer has it only partially right.
The best campaigns are those that put together a virtual advertising agency from talented local political types.
That small group can then contract with creative talent that abounds in Fort Wayne to do specific things.
Souder has done it. Fries did it during the last campaign.
It is a local version of what Ronald Reagan's second campaign did. The talented people who mesh well with each other and respect each other's talents are in a select group here in Fort Wayne.
Even if a candidate goes out of town for an ad agency, you still have to have political talent with the candidate who know how to tailor it, time it and customize for the locality.
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