Marketing Obama Web Site
official site: http://www.barackobama.com
by David Norden october 30, 2008
Barack Obama web site will stay as a school sample of modern marketing.
You can like him or not, but he is a master in putting digital media to his hand, and created a network ( the Obama-community) with- potential - voters through internet, e-mail and sms.
His campaign proves what a modern marketing mix should be today :
- A clear strategy and a linear story
- - A smart mix of digital media (internet, e-mail and sms) networking by creating Fan groups or potential client groups
- Usually there is nothing to learn from big campaign.
Reason : to much based on mass communication through newslpapers, radio and television . Small companies and the little guy don’t have the financial power to get access to these media. Obama web site and campaign are build up in a different way. His team is not afraid to use mass communication (like the three millions dollar spot from half an hour on fox ). But… the fundation of Obama’s success liesin another much more powerfull kind of marketing approach.
Lessons from Barack Obama campaign
- Have a good story.
David Axelrod, the political advisor from Obama, choosed a strong and simple storyvoor : hope en change are central, not the program. It can sound like a cliché, but the simple, positiv story is liked by the American’s and even Europeans. His message of change, friendship and bridges among cultures made Obama in a short time a modern rockstar with a huge fan club . - Make the web site, internet & networking the heart of your communication mix.
The Obama-team studied the digitale trends closely. The study they did early this year told them that nearly half of the Americans got iinvolved in the elections through digital media. Obama perfected the method. By refusing public money for his campaign, he had no limitations in the funds he could get through his web site , also that reason made himself more independent by not having to rely only on big companies and donators, and receiving plenty of small donations between 20 and 1.000 dollar. Obama web site is completly design towards this revolutionnary form of funding, and put in the complete Obama house style. By accepting the ‘little American’ gifts ( and even make a promise to give something back), Obama builded a much bigger netwerk and was able to raise much more money. The netwerk he setup to win from Hillary Clinton, still shows handy today in his fight against McCain.
Communicate where your voters are.
Barack Obama is highly prized by the youth, but this segment of the market is the most difficult to reach by the usual mass media channels. Young people greww up with the new media: internet, text messages on mobile phones, blogging and chat all day long. Obama is completly into this evolution: on his web site you can see clever video’s (try to understand the psychological triggers used in the video above the page), ringtones, wallpapers and even widgets downloads. You can even have a look at Barack TV. De movies are changing often and his Obama’s blog Obama is up to date so that you can always read something new, it is even easy to create a website widget to easily add the news on your site:
Be present in social networks.
On Obama website you can find below the page (Obama Everywhere) a whole list of social networks. From the well known Facebook, Linkedin and MySpace tot lesser known communities like MiGente (forLatino’s) or Glee (for homosexuals). His profile on these Obama network sites is actuallised daily. The Obama-community is impressive: more than 1 miljoen people are members. You can join and find people in your area who are votting Obama, become a member of small local groups and get through the social networks tweaked toward minoritie and niches a complete list of activities near your home
Speak with your target and open a blog.
Obama-community members can even blog on the Obama site. This is exacly what the modern consumer wants, clients or voters: they don’t accept when the leader- autorithy tells them what to do, but want them to listen to the opinions from users or people from same age or with same opinions.
The crowds opinion on the blogs is not always positive. But modern marketing equal living the control over communication partly out hands. Of course not completly. There are incredible possibilities open for those who use these secret marketing tools to creatively answer on the comments and critics.
Create a relation vith e-mail marketing.
The first question you get when visiting Obama web site, is to enter your email and postcode . This tells you that e-mail marketing one of the prime tools is in the campaign and let them kow in what area of the country they have the biggest market share among online voters. The Obama-team created an email database listing with more than 5 million opt-in e-mail addresses !. This database is not used to spam people. Obama sends personal emails (once you joined your asked to fill in the obama votter profile).
Obama uses e-mail to keep his relation with his (potential) voters continually hot.
Obama mobile marketing.
Barack Obama did something strange when announcing his running-mate by sms. The power of mobile marketing is measured : when you receive an sms, you always open it before even you deceide if you want to read it or not, but when opened it is already read. This all without spamming! Since you have to opt-in to get the messages ‘Obama Mobile‘ by sending HOPE to 62262.
Consequent messaging.
Front or line or behind in the charts?The message and communication of Obama stayed equal. Hilary Clinton did not stay calm when seeing less people where thinking to vote for here, and from one day to another by changing from a strong women into an emotional lady crying on television.
Site Design.
Obama’s house style is quite and clear, and very effective. Alle designs towards the marketing targets . The button ‘Donate now’ subtle red above the blue site, is above every pagina . The Obama logo is well choosen, a rising sun (symbool of hope) with some lines to remember the American flag.
Obama intensively uses new technologies as digitale media & (social) networks, and build up a strong strategic and fundamental story related to the target without speaking about the real content. These are the real tools you need in winning the marketing war, also if you have a small company or a little online marketeer..
