Obama's Impact on Marketing
1.26.2009
Some thoughts on the Obama strategy - from a campaign to a presidency and how it contributes to marketing and brand management:
On marketing basics ---
- A Branding exercise: taking advantage of a simplified message and singular purpose!McCain's mixed messages and multiple 'product features'
vs Obama's singular offer: Change - Placement (Segmentation and the proper distribution channels)
- Promotion (Key presence in important segment touch points, managed exposure), Positioning (Change, Owning it first!),
- 'Price' (Just One Vote! Creating a value proposition that is only available 'right now'.)
- Projection and Results-planning for a product mix (Targeted expense and strategy to key states, cities), etc.
As a case study ---
- Excellent example of effective online, viral strategies and PR Management
- Power play. He now controls a huge database of voters - key power item for years to comeand grassroots reach that can be used to pressure Congress and influence public opinion
- 13 Million 'influencers' or started seed for a viral campaign
- Positioning yourself for success - setting expectations properly,
pwned the Clintons without alienating them - Effective fund-raising --- who says marketing is only an expense center???
On Management ---
- Exercise in leadership, seizing the moment, and timely action
(re: clinton and mccain attacks) - Good case for people management and a handling power struggles (re: party politics)
Any books written yet about this? Publishers will capitalize on these for sure!
Labels: Brand Management, Strategy, US Politics
posted by Jdavies @ 1/26/2009,
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On Marketing Accountability
9.15.2007
What works and what doesn't? If we choose to do the same thing that works, are we not accountable for lacking innovativeness?
I recently received an email from Warc.com selling me a report on practices & metrics that make marketing profitable, among other details on marketing efficiencies.
While I do not plan to buy the report, I must agree the questions it seeks to clarify are very important to marketing professionals. Some questions are easily answerable by experience, while others remain debatable and largely dependent on implementation monitoring.
Consider the following:
- Which business goals make the best campaign objectives?
- Is pre-testing worthwhile?
- Is it better to focus on loyalty or penetration?
- Does a surround-sound media strategy actually work?
- Is television becoming less effective?
- Which are the most useful marketing metrics?
For instance, while I think pre-testing does have its merits in avoiding wastage, it can take time, and whatever effect it has on current projects will have to be considered. In other words, my take on this is case-to-case.
In the end, we are all accountable for our projects. Do we delay projects if only to ensure we are armed by the best move in the market? Or do we push for early launch?
Seems to me that while the study will be a good read on the markets are driven, and will surely have powerful insights based on quantifiable data, how potential situations will tend toward disaster, ultimately have to considered in light of the situation or the choices available in the market more than by statistical precedence. That is, is it playing safe, or pushing forward? How much of a risk do we bet our careers on?
If you are interested, order here.
Labels: Marketing, Practice, Reports, Strategy
posted by Jdavies @ 9/15/2007,
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iPhone Rebates and Credits
9.07.2007
Thinksecret.com banners the Apple decision to give its iPhone early adapters a $100 credit after dropping the iPhone price $200 just two months from its release.
I've always thought that the price drop is premature, and could have waited at least a month even if they want to push for Christmas. In an earlier post, I figured Apple would definitely have in mind the possible negative backlash on the opinion. As it turns out, a $100 credit is on the pipeline.
The goodwill is planned to effect Apple stock price, more than basic revenues from physical goods. Apple is technically not giving away any money - even if it appears to be so! The credit is going back to the Itunes store (which effectively means Apple still gets your money back in revenues while increasing sales in other products)
From the accounting books point of view, they will merely transfer actual $$$ from iPhone revenue to Itunes store revenue when you buy using the credit, no revenue loss, save perhaps for a percentage computed for unrealized iTunes sales. Which of course can be a negligible cost-of-sales.
If the customer doesn't want to use the non-cash convertible credit to purchase Apple, it can always be sold on ebay for say, 80% the face value. Apple still gets the money back when redeemed! Instant hype over what seems to be a freebie.
Now that my friends is brilliant!
Labels: Apple, Price, Strategy
posted by Jdavies @ 9/07/2007,
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The Author
J.Davies
Jdavies lives in Quezon City, Philippines and has been blogging since 2002. A brand manager in a leading technology company and a freelance new media/web strategy consultant, he has refocused his blogging from personal, political & sociological observations, to marketing-related efforts and Internet trends that are relevant to his career and branding advocacies.
About This Blog
This blog is a depot of thoughts and observations on marketing trends which remain personally relevant to the Author as far as his marketing career is concerned. Having evolved from the personal blog of Jdavies, much of the earlier work contained herein are laced with personal speculation, political views, and similar advocacies. These posts are being kept for posterity's sake and for no other reason. No effort is being made to claim that the author will not contradict himself from his previous positions or that such advocacies are absolute.
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