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Even the product trappings that Obama and McCain bring to the table are reminiscent of the age-old ‘find the gap in the market and plug it’ strategy of marketers. Democratic Obama is flying the ‘Say no to Iraq War’ flag, positioning himself as the ultimate messiah for the floundering US economy. In a bid to plug his weakness – his alleged inexperience in foreign policy matters – Obama has signed up the seasoned Delaware Senator, Joe Biden as his running mate. “With global troubles swirling around even as Iraq recedes; Obama has got to get his bona fides in order. His Achilles’ Heel is foreign policy,” Democratic strategist Doug Schoen told 4Ps B&M.

Strategists in Obama’s camp are hoping that the move will also serve to notch up Obama’s approval ratings among white, middle class professionals that seemed tilted toward Hilary Clinton’s candidacy during the Democratic nomination race between the two. “Biden hails from Scanton, is Catholic, and can help Obama connect with those voters,” believes Daniella Gibbs Leger, VP-Communications, Centre for American Action Fund.

Enlarging the voter (consumer?) base is a key strategy for Obama’s aides. Watch him doing the rounds and Obama’s special campaign touches with minorities, suburban women, senior citizens will not go unnoticed. Obama’s persuasion camps in Ohio, stacked with a slew of phone machines and glib talking volunteers, have been dialling unregistered voters non-stop to gain their vote. Reportedly, just as credit card companies do data mining to entice more users into their ambit, Obama’s campaign managers have identified at least 50 million unregistered voters across the country by comparing available registration lists with consumer data bases of companies.

Even negative political advertising, usually left to later in the poll season, is at its peak. If McCain’s political strategists have aired ads impugning Obama’s patriotism in relation to the War on Iraq; Obama has already spent over $27 million (as opposed to $21 million of McCain) reassuring voters about his character and experience. According to the Wisconsin Advertising Project, the McCain-Obama standoff is already becoming the most expensive presidential race in American history.

But the cake for the murkiest political advertising race to the White House would undeniably go to the 2004 slugfest between George Bush and John Kerry. The War in Iraq was the most contentious issue at the time. MoveOn.org, an anti-Bush and pro-Kerry independent political organisation, created quite a stir, with TV ad spots in key states likening Bush to Adolf Hitler.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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