The gubernatorial primary was definitely interesting from a marketing perspective. On one hand, it illustrated that a hefty advertising budget can elevate a relatively obscure candidate–or product–to the forefront of public awareness. On the flip side, the same election also demonstrated that spending more money on a campaign–again, whether for a candidate or a product–doesnʼt necessarily ensure victory.
Itʼs enough to make an ad personʼs head explode.
Hereʼs the thing: The best message in the world wonʼt get the job done if itʼs not getting to the people it needs to get to. One way or another, new media or old, Twitter or TV or stone tablet, you have to “get it out there.” But, once out there, it has to somehow capture its audience. Whether itʼs quirky, heartstring-tugging, everyman-relatable, funny, technically astonishing or any number of other labels, the message has to click, be memorable (in a good way), and rally people to the cause. Whether the cause be a candidate, an issue or an energy drink.
You thought this stuff was easy, didnʼt you?
As Iʼve said way too many times over the years, itʼs a weird blend of art and science. And, it must be said, a little bit of luck. It means that we in the business have to be on top of our games, all the time, in every way: creatively, strategically, technologically, competitively. We have to know the product, understand the market, create great stuff, and find the best places for it to land. And be wise enough to make tweaks as the landscape changes. Itʼs like a campaign because, in essence, it is a campaign. Itʼs how we get you where you want to go.