The McCain Marketing Plan (How It Could Have Been Done)
I’m suffering from election fatigue, but I still find politics fascinating - all the great, good, bad and ugly of marketing. Beginning with tiny Dixville Notch, NH (gone Democrat for the first time since 1964) - it looks like a loss for McCain. Of course, anything can happen…but whatever does happen, it’s going to be a tough day for the scrappy Senator.
If Senator McCain had called me, here’s how I would have started on a marketing plan.
Step One: Do a SWOT analysis.
His biggest strength: His brand as an heroic independent thinker who spoke truth to power.
His biggest weakness: His voting with President Bush at least 90% of the time (counters that independence.)
Opportunity: Politics Different. “We the people” have somehow gotten lost in the politics as usual - on both sides of the aisle.
Threat: The Republican Base. (How to get the nomination of a party controlled by people who don’t like you very much.)
(There would be more SWOTs. However, if we didn’t address these, the others don’t matter.)
Step Two: Come up with (thoughtful, positive) counters for threats and weaknesses.
90% versus 10%. We’ve heard a lot about that 90% in this election. Senator McCain should have taken the initiative and talked about the 10%.
Did he need the “base?” From all indications, that base is pretty - well - base and it seems to be a minority. (loud, frightened, and hysterical, but still a minority). Craft a strategy (beginning in 2006) to get and keep the “Reagan democrats,” the moderates, the intelligent, thinking conservatives.
The time for that “Hail Mary” and “mavericky” thinking was before he ever started officially running. (And, maybe not be photographed hugging President Bush quite so much…)
It’s a testament to the incredible durability and strength of Senator McCain’s original “brand” that he’s made it this far. Unfortunately, running for president does funny things to candidates’ perspective.
For a much longer and more detailed analysis of the election from a marketer’s view, you can read Seth Godin’s Marketing Lessons From the Election.
P.S. Go Vote. It’s a privilege.
Related Post: Martini Musing - McCain’s Brand Disconnect
Tags: marketing, marketing troubleshooting, marketing strategy, 2008 election, John McCain
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