Obama Marketing Campaign

Only available on StudyMode
  • Download(s) : 215
  • Published : August 7, 2010
Open Document
Text Preview
Just how did Barack Obama?a relatively inexperienced African American senator pull off the historic feat of winning the US Presidential elections? While the pundits may say the political tide was on Obama's side, we cannot overlook one very critical factor that played a substantial role in getting Barack Obama into the White house?the skillful creation and management of Brand Barack! Just how did Barack Obama?a relatively inexperienced African American senator pull off the historic feat of winning the US Presidential elections? While the pundits may say the political tide was on Obama's side, we cannot overlook one very critical factor that played a substantial role in getting Barack Obama into the White house?the skillful creation and management of Brand Barack! 

Top industry publications including Advertising Age have taken note of the marketing lessons to be learnt from Obama's campaign. In fact Barack Obama has been named Advertising Age's Marketer of the Year for 2008! He received the honour above big names like Apple and Nike! There is no doubt that Obama had three of the world's best political consultants directing his campaign, so let's take a look at the PR and Marketing strategies that these geniuses? Campaign Manager David Plouffe, Chief Strategist David Axelrod and Communications Director Robert Gibbs used to create history on November 4.

1. Strategic Networking- Put yourself in a position to meet the right people. When Barack Obama, the young Illinois Senator took up playing golf and participating in poker nights with some of Chicago's most influential people, it wasn't because he wanted to get away from wife Michelle and his two girls. He did it because this was his way of meeting and learning from the movers and shakers who could help him better understand the political game. and realize his political ambitions.

2. Be seen and heard- Lift your profile. Even before his famous speech "The Audacity of Hope" at the 2004 Democratic National Convention, there was a buzz in political circles about Barack Obama. So what did Obama do? He made his strengths as an engaging speaker work for him, making numerous speeches to various audiences ranging from community groups to carefully selected social clubs and influential professional groups. 

3. Powerful speeches- Good speakers know the power of words and how to use them to great effect. They anticipate the response of their audience to certain words or quotes. So when at the 2004 Democratic National Convention Barack Obama, a virtual unknown in US politics, roared into the public consciousness with the now famous quote, " There's not a liberal America and a conservative America - there's the United States of America. There's not a black America and white America and Latino America and Asian America; there's the United States of America", he was quite cognizant of the emotive reaction that those words would elicit. When Obama mentions something that is very relevant to the people whom he is addressing or grabs the headlines with a memorable sound bite, it's not by accident. 

4. Create a winning Profile- How on earth could a bright, ambitious but relatively inexperienced African American senator expect to win the White House? How would Barack Obama's handlers package him to appeal to an electorate that probably wasn't ready for an African American president? In 2000 only 37% of Americans felt they were ready for a black president but that figure jumped to 59% in 2007, according to a Newsweek poll. The 2007 survey no doubt gave Obama hope that he had a realistic shot at the Presidency but top campaign operatives also knew that there were a lot of dynamics at play in packaging Obama. Even though he was classified as African American, Barack Obama was unlike any other political candidate in US history. Obama's biracial roots (white mother, black father), middle class up bringing, Ivy league education, background in community work and his record of defying the...
tracking img