In the days leading up to last week’s election, readers used this space to promote a variety of presidential candidates based on their anticipated benefit to the direct marketing industry. Now, not only has that contest been decided, but in doing so deep divisions within the country have come to the forefront.
For direct marketers, who are used to controlling how consumers are segmented, these schisms present new challenges in reaching their prospects. What follow are 10 considerations marketers should consider when planning their upcoming campaigns.
1. Did the election really matter?
Yes, in that prospects’ attention, especially in the heavily contested states, was pulled toward political matters and away from other marketing messages. Toward the end of the election cycle newspapers began running stories with a common theme: Swing-state voters wanted to be left alone. Not mailed, not called – remember, politicians are exempt from the do-not-call restrictions – and not subject to a home visit.
2. How can marketers gain a handle on their prospects’ post-election mindsets?
County-by-county maps show where each candidate’s support lay. Direct marketers should be able to glean whether their targets are feeling euphoria or agony rather simply: The deeper the “red” or “blue” leaning of a location, the easier it is to generalize.
3. What insights into prospects did the election provide?
Exit polls found significant differences in which political themes resonated with voters, based on whether they supported President Bush or Senator John Kerry. Bush backers were more likely to base their picks on a desire for traditional family values or terrorism fears. Kerry voters felt their candidate would lead better on the war in Iraq and economic issues.
4. How can marketers turn this into useful information?
By tailoring pitches, if not products themselves, to the concerns expressed by each voter segment. Take the automotive industry. To blue-area voters, vehicles that tout fuel economy and personal safety may reflect what they wanted in their presidential candidate. For red-area voters, classic, solid American automobiles that incorporate traditional family images may be more appealing.
As for financial services firms, what could be more clear-cut than a group of voters who listed the economy as their chief concern? If there was ever a time to pitch personal responsibility through future financial planning to blue voters, this is it. Red voters? For those that believe that good times are ahead, bold investment strategies may play well.
5. Are there any messages that will play well to both sides?
Both sides generated extremely high levels of turnout, reflecting an increased degree of activism among all prospects. Red area voters have experienced firsthand the power of organization and mobilization, which is fairly heady wine. While some blue voters will doubtless be discouraged, others will be resolute in their efforts to prepare for the 2006 and 2008 elections. Messages that tap into these sentiments will have particularly strong resonance.
6. Any messages that should be avoided?
Beware the light touch. Blue voters who were scared enough by the results to consider fleeing the country are not going to welcome any message that treats their fears cavalierly. Pitches for new luggage and parkas (“Because it’s cold in Canada”) aren’t going to play well.
7. After all this, are consumers ready to buy?
If there is resistance, the messages directed at them can move that needle. Within the blue areas, some voters will likely be shutting down. The candidate they supported for his economic stewardship lost, remember? Messages to them will have to stress the idea of responsible purchases. Others in this group will be looking to salve their wounds with a consolation purchase.
Within the red areas, pitches are a bit easier. Fifty-nine million consumers just participated in a G.O.P. triumph, and may well be ready to make an indulgent purchase that re-affirms their victory.
8. Have all of the ramifications of this election been felt?
Probably not. While the initial reactions have started to fade, there will be flare-ups of concern on the blue side as Jan. 20 – Bush’s second inauguration date -- approaches. By this time, the new congress will have been in session for two weeks. Look for partisan political divisions to surface among consumers again, with the resultant distractions from your messages.
9. How long is this partisan feeling likely to last?
Depends on whether the country is united, or remains divided. The one-sided control of the executive and legislative branches may result in a prospect pool that has nearly half of its members with a semi-permanent burr under their saddles.
However, if the G.O.P. follows Bush’s promise to bring blue voters into the fold, politics as an issue that captures consumers’ attention will be damped considerably.
10. What’s the timeframe for acting on this?
If you’re still reading this, you’re missing it.
To respond to the opinions in this column, please contact email: rlevey@primediabusiness.com
