News from ADM Marketing & Research Consulting

This mid-term election was actually pretty typical for a first-term president. The same thing happened with Reagan, Clinton, and Bush. If memory serves me, in 2002, George W. Bush admitted to getting "a thumpin'." President Obama said pretty much the same thing today, but without the folksy reference.

Without getting too much into political issues, it seems pretty clear that the White House was unsuccessful in communicating their accomplishments (or what they viewed as accomplishments) to the public. How can that be? How can one of the most successful campaigns in history be so obtuse? They were so smart, only 2 years ago, using social media to get out the message; using research to hone the message; and using phones and e-mail to get out the vote. Yet, as soon as they moved in to the West Wing, they became arrogant, insular, and just plain dumb. They stopped listening, and they stopped communicating. It seemed as if the communications staff, who allegedly are at the top of their professions, had checked their brains at the door.

So let's just review, once more, Communications 101:

Learn and understand what is important to people--not just what they want to hear, but what really matters. BP didn't get that, and I don't think Axelrod, Emmanuel & Co got it either.
When you have addressed these things that are important to people, make sure you let them know. Whether you use traditional methods--press releases, newsletters, byline articles--or newer media, let them know. Chuck Schumer is actually very good at this. He's a camera hound. He never passes up an opportunity to get in front of a microphone or camera to let people know that he is (a) in his state, not Washington; and (b) working to benefit his constituents. Maybe that's why he got 65.5% of the vote on Tuesday.
Then, let them know again, perhaps from a different perspective, or a different medium, or in a different voice, but say it again. It takes numerous exposures to a message (some say at least 7; others say to deliver it through different media; and then there's targeting) for it to be retained. Moreover, studies have shown that public relations activities are more credible than paid advertising. So rather than running repetitive ads, as any candidate with a few thousand dollars in the bank cannot resist doing, get the word out through publicity. Interviews, talk shows...well I'll leave that to my PR professional friends.
Measure your results. No, this is not merely shameless self-promotion. It is necessary to assess how well your message is getting across. It gives you the opportunity to modify it, or even to change it altogether. People make fun of focus groups--especially in the political arena--but they are a fine way to really LISTEN to real people. This is true for companies, too. Surveys are fine, and they have their place, but they usually don't give you a visceral appreciation for what people are thinking and feeling, much less how they make choices. Note than when the President wanted to defend his healthcare bill, he cited real people dealing with real situations.

Last week, Chuck Todd of MSNBC asserted that public opinion polls were suspect because most are unable to reach young people, because they are wireless. Yet, in most places the polls were right--except Nevada. People love to blame the polls, but I think that's a red herring. When people, consumers, customers, or voters aren't doing what you want them to do, it is usually because they aren't convinced by your messages (assuming they are getting any messages); or, conversely, because the competition is doing a better job. Blaming the pollsters is like shooting the messenger.