大选跟进：大选营销策略分析

2008 年美国总统大选因多种原因而引人注目，但最主要的原因是采用了新的营销手段。SIS 国际研究公司从未支持过任何特定候选人，但一直致力于公正地评估营销对每场竞选活动的影响。

麦凯恩竞选活动

John McCain’s campaign used by and large more traditional marketing methods. Around the time of Sarah Palin’s nomination as Vice-President, the McCain campaign successfully had put Obama on the defensive to the extent that Obama lost some of his lead. It sought to capitalize on the discontent of Clinton supporters. But, early on it became evident that McCain’s online efforts lagged behind those of Obama. Another facet of the campaign was the use of archetypes to rebrand the Democratic candidate as “socialist” and “liberal”. Using archetypes traditionally has powerful effects as people develop associations with these terms throughout their lives. The archetype approach was unsuccessful this year, especially in contrast to Bush’s successful use of archetypes in rebranding Kerry in 2004 as a “tax and spend liberal from Massachusetts”. The archetypes were largely ineffective on young people who had fewer negative associations on these specific archetypes, not having feared communism in their youth. Last, the central marketing message of “Country First” did not capitalize on the calls for change, and it had not become a cohesive theme that could describe policy.

奥巴马竞选团队

Notably, the campaign rebranded pervasive feelings on American streets and incorporated them to make voters passionate about the campaign. The slogan of change became a theme for every policy that Obama talked about, creating a simple, unchanging, and cohesive message. Moreover, Obama’s campaign set a new standard in campaign politics with the use of Web 2.0. The campaign dominated the media cycle on websites like YouTube, Facebook, and X and reached out to voters less willing to watch the campaign unfold in traditional channels, such as cable news shows. This also allowed Obama supporters to publicize Sarah Palin’s interviews and McCain’s campaign events. Furthermore, the campaign developed a grassroots campaign that conspicuously presented itself nationwide. That created an experiential marketing campaign in which going to a campaign event was an experience in and of itself. People saw Obama’s politics through their neighbors and friends. This personalization of politics and the exciting “ground” experience passionately drew in voters and made them feel as if they had a stake in the election. Interestingly, Web 2.0 sites like YouTube will be used by the President-elect in his weekly address to the nation, an innovation to the American presidency.

无论他们的政治立场如何，2008 年大选的营销运用都提供了极好的案例研究，甚至可以应用于企业营销。