10 branding communication lessons from the ‘08 presidential campaign
Checkmate readers are corporate communications, branding and public relations professionals. They’re Independents, Republicans and Democrats. There might even be a few Libertarians in the mix too. Recognizing this reality, today’s blog is bi-partisan, focused on the top 10 communications lessons gleaned from this year’s campaign:
- Crisp, consistent messaging still rules - Obama started off his campaign with “change” and “hope” and stuck with it until the end. McCain, by contrast, embraced multiple messaging points, particularly in the last month of the campaign. Maverick. Country first. Fighter. Experienced. Leader. Independent. Straight talker.
- Social media changed the ballgame forevermore - both candidates embraced social media. They both understood its power to engage, mobilize and raise gobs of money. Obama had more success, yes, but they both leveraged it. There’s no going back.
- The big three got bigger – Facebook, YouTube and Twitter emerged as vital strategies. Obama’s Facebook network exceeded two million and McCain’s was nearly 600,000. Obama's YouTube presence was five times greater than McCain's, including subscribers and videos.Obama has over 118,107 Twitter followers to McCain's 4,942.
- Traditional TV was still king – although millions were spent online, the big bucks went to the “it’s so yesterday” boob-tube. Obama spent more than $100 million alone; his half-hour infomercials exceeded $3 million.
- Storytelling works – prior presidential elections used this technique, but in ‘08, it was more popular than ever. Tales were told through colorful characters, from Joe the Plumber to the 106-year old lady. Proving the value of storytelling, the latter example was used in the very last speech of the campaign by Obama Tuesday night.
- Soundbites stick – people remember a few oft-repeated phrases and slogans. Hockey Mom. Joe Six-Pack. Maverick. Socialist. Lipstick on a pit bull. Soundbites are not only vividly recalled, they also shape our perceptions and opinions.
- Teleprompters are double-edged –yes, they improve delivery but teleprompters can also create a false sense of reality. Sara Palin, for example, did a terrific job at her coming-out-party speech at the RNC, but subsequent interviews created the impression she was effective when controlled and scripted, but less so in impromptu conversations.
- Body language matters –the Town Hall debates helped shape public opinion when people had the chance to see the candidate in more natural settings. Voters repeatedly stressed Obama’s calm demeanor. Polls revealed McCain came across erratic and less even-tempered.
- Repetition works – both candidates understood the benefit of repetition. No new taxes. Yes we can. Essential points have to be emphasized over and over to break through and stick.
- Great Web sites are part of a larger conversation – official campaign Web sites were vital but only one element in a much broader conversation that took place online, in real-time, everywhere. News, ad campaigns, campaign accusations and rebuttals broke on YouTube, Twitter and social news sites long before they appeared on mainstream media. The debate was shaped online.
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