As we continue to read, reflect and discuss the 2012 election results, one thing becomes clear – that there are strong parallels between the mistakes made by the Republican party and the mistakes businesses often make when marketing their products/services. Not surprising, as a political campaign is really just one huge marketing effort.
Here are some of the marketing lessons learned from watching the campaigns and outcomes of the 2012 election:
1. Before you can market your business, you must pinpoint your target market and determine whether it is large enough to make your effort successful.
The Republican party has been widely accused of being “out of touch” with the demographics of today’s voting public, a mistake often made by companies who attempt to rest upon past successes instead of keeping up with the changing needs of their customer base.
Former Republican member of Congress Tom Davis hit the nail on the head when he said: “It is time to sit down practically and say where are we going to add pieces to our coalition…there just are not enough middle-aged white guys that we can scrape together to win…” (read entire NY Times article here)
2. Along with identifying your target market, your business must pinpoint the problems your prospective customers face, let them know that you understand and care about those issues, and then, show them how you’re going to help resolve them. Finally, you must explain why your approach to helping them resolve their issues is different and better than your competition’s.
Rather than recognizing, understanding or caring about the nation’s problems, Romney showed contempt for the voting public, most famously with his remarks about the “47%.”. Todd Akin (also defeated in this election) did a similar thing when he made his scientifically unfounded and patently ridiculous remark that a woman’s body can prevent pregnancy after a “legitimate” rape.
3. To develop a loyal following a business must build a brand based on values that they actually believe in and are able to consistently demonstrate and deliver. An important part of developing such a brand is building trust.
By changing his views depending upon the audience he was speaking to, and constantly twisting the truth to fit his own agenda, Romney undermined trust. Businesses undermine trust everyday when they promise to provide “great customer service”, “fast delivery times” or “excellent value” and in reality fail to make good on those promises.
So please play close these lessons from this year’s election when marketing your small business, your future depends upon it.
Susan Martin, Marketing coaching and consulting.
