Title: Lessons from the Bunker or is it now War Room? Machiavellian Marketing Reflections on Political Candidates, Parties and Policies
1Lessons from the Bunker or is it now War Room?
Machiavellian Marketing Reflections on Political
Candidates, Parties and Policies
- Phil Harris, Department of Marketing
- University of Otago,
- Dunedin, New Zealand.
- Pharris_at_business.otago.ac.nz
2 Niccolo Machiavelli, 1469-1527
- Meritocratic Rise
- Desire to Serve
- Exceptional Observer
- First Political Scientist and Political Marketer
- Strength and Direction
- Forced Retirement
3Machiavellis Epigrammatic Style
- Everyone sees what you appear to be
- few experience what you really are.
- The Prince.
- Old injuries are never suppressed by new
benefits. Discourses on Livy. - .
4Original Machiavellian Script
5Machiavellis Core Thoughts
- Morality. 16th or 21st Century
- Two levels of ethics. Public and Private.
- Moral worth of one not superior to other.
- That which would produce the most practical
result should take precedence. - Government will have to act in ways that are
publicly moral but privately immoral.
6Emergence of Political and Societal Marketing
- Application of Marketing to Politics and society
(Cicero to Newman) - Use of consumer behaviour and geo-demographics to
target purchasers of politics and societal demand - Use of image (branding), voter behaviour,
promotion, party management, media management and
referenda. - Bought advertising to influence opinion and win
votes.
7Political and Societal Marketing Issues
- Past concentration on electoral or political
communication. - Growth of Political (Machiavellian ) lobbying to
gain competitive advantage/influence the
regulator. - Funding and Influence.
- Internationalisation, role of the consultant
8The Development of Public Affairs
- Growth of Lobbying. EU, WTO etc
- Abuse, globalization and greater controls
- Growth in response to complexities of global
market/government as regulator - Lobbying over 6 billion in EU
- Transparency in EU and Standards in Public Life.
9Cesare Borgia MkII
- Fraud
- Jack Abramoff
- high-profile lobbyist connected to
- various high level politicians
- Corporate lobbying
- oil companies against Kyoto protocol
- Broadcasters lobbying against 35 ownership
restrictions - Think tanks
- Private lobbyist firms
10UK Aircraft Carrier Contract
11Lobbying for Military Contracts
- UK Future aircraft carriers (2) plus joint combat
aircraft and maritime surveillance and control
projects - Funding 31 billion including 12 billion of
acquisition costs - UK Joint Combat Aircraft 2,034 million
- (US/UK contract/technology collaboration)
- Military Vehicles, Pandur (General Dynamics),
General Motors supply NZ - Australian Invasion
12Examples of Negative Advertising
13Machiavellis Advice
- The need to appreciate real politics, achieving
ends and an awareness of real decision making,
whether we deem them amoral or not. - Lobbying and public affairs management, he would
recognise as of vital importance to maintaining
competitiveness in the 21st Century. - The strategic importance of access and being able
to influence government to gain competitive
advantage. - The importance of being able to manage the
political process, being able to predict election
results and to exert influence in campaigns to
achieve just political ends. - An appreciation of political marketing to be able
to influence and predict the economic, political
and regulatory landscape.
14Political Marketing the communication process
between voters and political entities (Lock
Harris, 1996),
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16Small Poppy Syndrome
- Use of Fear of Fear
- Use Of Emails leakiest in the world
-
17Small Poppy Syndrome
- Use of denigration to undermine change
- Desire to remain insular and small minded as a
virtue, stop growth - We have always done it this way
18US Presidential Count Down
19LESSONS FROM THE BUNKERCANDIDATE IMAGE VOICE
- Voice Comparisons The vocal cord primaries by
Kathleen Hall Jamieson. - Romney won on authority, but lost on energy.
- Clinton sounded shrill and borders on passionate
- Obama sounds caring/almost like a clergyman
- Rudy Giuliani has a lisp but it didnt seem to
hurt him especially after 9/11 - Conclusions A DEEP VOICE suggests
- DOMINANCE EXPERTISE and COMPETENCE
20LESSONS FROM THE BUNKERCANDIDATE IMAGE VOICE
- John Daly, Professor of Communications in his
book on persuasion, Voice Matters Its What
Sells - Dalys suggests that people who speak a bit
faster than normal are perceived as a more
competent, persuasive and likeable- The speed
doesnt allow listeners time to think about what
has been said (and to counter argue) - Average English speaker utters 125-150 words a
minute and comprehends about twice as much - Speech slows with age and loses clarity
21LESSONS FROM THE BUNKERCANDIDATE IMAGE VOICE
- According to the US public speaking coach,
Richard Greene, Emotionally, voters will want
to embrace your ideas because you have touched
them with your passion - High pitched voice suggests nervousness and
excitability (Ross Perot and Howard Dean) - Pitch variation (or inflection) is as important
as pitch it conveys passion and energy _
Clinton had the highest variation, Romney the
least - Reagan conveyed warmth
22LESSONS FROM THE BUNKERSUBLIMINAL SUGGESTIONS
23LESSONS FROM THE BUNKEREngagement and
Fundraising
- The Obama campaign has raised 265 million by the
end of April, more than two-and-a-half times as
much as McCain. - Had Obama accepted public funds, as McCain is
expected to do, both candidates would have been
limited to spending 84.1 million - The Obama campaign said on May 6 that it had
surpassed 1.5 million individual donors, and it
probably has many more than that by now.
24Lessons from The Bunker Bridging Marketing and
Politics
- A marriage of the online community with their on
the ground campaign operations- the result of
Obamas days as an activist in Chicago who
believes in creating a campaign as a vehicle for
involving people and giving them a stake in the
government that he believes in - Changed top-down, command control broadcast tv
model, that has dominated US politics since early
1960s
25Lessons from The Bunker Bridging Marketing and
Politics
- People who come to events (that include up to
20,000 people that are asked to do more than just
to come to the event they are asked to make
phone calls, canvas, get out the vote ) no
different from direct marketing tools used when
customers buy products and are asked to fill out
reply cards. - Obama Campaign is the perfect example of a bottom
up campaign Here is how it works.
26Lessons from The Bunker Bridging Marketing and
Politics
- Here is how it worked in Texas
- 1.Take a State with 100,000 people who have
signed-up on their website and put in their
Zipcode - 2. Paid organisers get in touch with these people
in a zipcode and help them build their
organization bottom up. - 3. The campaign posts an event on their social
network (similar to Facebook), called MYBO
(MY.BARACKOBAMA.COM)
27Lessons from The Bunker Bridging Marketing and
Politics
- 4. Residents who have donated to the campaign or
surrendered their addresses as the price of
admission to an Obama rally - 5. The people who show up are not micro-managed
by the paid organiser they organise their own
rallys, recruit and train a crew of fellow Obama
supporters to man their own events and recruit
and train a crew of fellow Obama supporters to
man their precinct on election day
28MY.BARACKOBAMA.COM
- 6. To identify and mobilise Obama Backers, they
log onto the password-protected
TEXASPRECINCTCAPTAINS.COM, Download the phone
numbers of targeted voters, make calls from their
homes and upload the results to Austin based HQ - 7. They organise early-voting open houses- which
will be publicised on MYBO- To boost turnout
among core supporters.
29MY.BARACKOBAMA.COM
- My Points
- My Points
- A listing of points and actions for Jo KIWI
Voter. - 25 points, 496046th place (only 1 point more to
move up) Return to Your
30Lessons from The Bunker Bridging Marketing and
Politics
- What type of event should I select?
- Community Service Demonstrate that our campaign
is about more than just politics - Debate Watching Party Get together to watch
Barack debate. - Fundraising Guests will be able to pledge and
donate online when they RSVP - Meeting A gathering of local Obama supporters
- Organizing Tabling, door-knocking, laefletting.
- Texas 2/23 House Party In neighbourhoods across
Texas, Obama supporters will gather to organise
and then go out into their communities to canvass
and encourage others to Early Vote - Women for Obama House Party Host other Obama
supporters into your home to help build the
movement
31Lessons from The Bunker Bridging Marketing and
Politics
- Create Your Blog
- Fill out the form below to set up your blog.
- Blog Title http//my.barackobama.com/page/communi
ty/blog/ - Enter the URL you want your blog to have. Letters
and numbers only. - Blog Description This optional description will
show up at the top of your blog above your posts.
32Lessons from The Bunker Bridging Marketing and
Politics
- Member Posts
- The following posts were created from our member
blogs. - Page 1 of 6355 Next Last
- St. Patrick's Day Party
- By John Cavanaugh - Mar 11th, 2008 at 1130 am
EDT - Also listed in 5 groups
- Please join us this Friday for the Annual O'Grady
St. Patrick's Day Party. This year the event will
take place at Byrnes Pub in the Grandview area.
It is easily one of best events you will ever
attend and below are more detailsEvent Annual
O'Grady St. Patrick's Day PartyLocation
Byrne's Pub, 1248 W. Third Ave, Columbus, OH
43212Time 500 pmSuggested Donation
35RSVP or Questions Call (614) 221-8476 or
email finance_at_johnogrady.org - Mail to a Friend Link Comments (0) Report
Objectionable Content
33Lessons from The Bunker Bridging Marketing and
Politics
- Moms for Obama
- CREATED FEB 10TH, 2008 DISTANCE 0 MILES
- Illinois for Obama
- CREATED FEB 10TH, 2008 DISTANCE 9.98 MILES
- NW Suburbs of Chicago for Obama!
- CREATED FEB 13TH, 2008 DISTANCE 5.84 MILES
34Lessons from The Bunker Bridging Marketing and
Politics
- Monday, March 31 at 600 PM
- Wine Cheese for Obama (FUNDRAISING)
- TYLES (SCHAUMBURG, IL) - 11.0 MILES AWAY
- This event is for Barack Obama supporters who
want to enjoy a fine wine tasting experience
while raising money for the campaign. A 40...
35Lessons from The Bunker Bridging Marketing and
Politics
- P.S. If a minimum of 15 supporters do not
respond, we will reschedule or cancel the event. - TimeMonday, March 31 at 600 PMDuration3
hoursHostShea Reggie TownsendLocationWINESTYLE
S (SCHAUMBURG, IL) 40 W. SCHAUMBURG
ROADSCHAUMBURG, IL 60194 VIEW MAP - GOOGLE MAPS
- MAPQUEST
- YAHOO! MAPS
36Lessons from The Bunker Bridging Marketing and
Politics
- Technology allows a candidate to raise money
quickly and inexpensively the Internet
dramatically shortens the gap between political
success and raising money - In the old days, calls were made after a
successful debate and then cheques were couriered
- Fundraising required events with weeks of
advance notice today, if you do well in a
debate, you can raise large sums of money by the
next morning - Effective fundraising is a mouse
click away
37OBAMA WEBSITE LINKS
- FACEBOOK
- MYSPACE
- YOUTUBE
- FLICKR
- DIGG
- TWITTER
- EVENTFUL
- LINKEDIN
- BLACKPLANET
- FAITHBASE
- EONS
- GLEE
- MIGENTE
- MYBATANGA
- ASIANAVE
- DNC PARTYBUILDER
38TWITTER
- What is Twitter?
- What?
- Why?
- How?
-
- Twitter is a service for friends, family, and
coworkers to communicate and stay connected
through the exchange of quick, frequent answers
to one simple question What are you doing?
39MYBATANGA
- GO OBAMA !!!!!!! GREAT RESULTS ARE COMING IN, WE
ALL NEED TO PULL TOGETHER, CAST OUR VOTE FOR
BARACK OBAMA AND GIVE US A CHANGE FOR OUR FUTURE.
TIME FOR ACTION IS NOW. Reply Posted By lunada,
Feb 09, 2008 1256 pm - Hola Barack, desde Venezuela te enviamos mucha
energía positiva para que ganes y cumplas esa
gran labor de sacar a África de la miseria donde
está sumida. Buena suerte amigo.
40EONS
- We're the online community for BOOMers!
- Stay in touch with your friends and make new ones
- Join or start Groups to fuel your passions and
interests - Play games, build your brain, and have fun!
41Lessons from The Bunker Bridging Marketing and
Politics
- Dinner with Barack
- Too many political fundraisers are hosted by
Washington lobbyists and filled with
representatives of special interests. But our
campaign is different. Our funding comes from a
movement of more than one million supporters like
you giving whatever they can afford. Make a
donation in any amount between now and 1159 pm
EDT on Monday, March 31st, and you could join
Barack and three other supporters for an intimate
dinner for five.
42CLINTON WEBSITE LINKS
- MYSPACE
- FACEBOOK
- YOUTUBE
- FLICKR
43Public Affairs and Political Lobbying
- Driven by need to Gain Competitive advantage
- Globalisation. Trade Blocs.
- Corporations. NGOs
- Government as Regulator
- International Government
- Big Issues Energy, Telecoms, Media, Utilities,
Pharms and services
44Attack Advertising
45Negative Advertising
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47Political Lobbying
- Driven by need to Gain Competitive advantage
- Globalisation. Trade Blocs.
- Corporations. NGOs
- Government as Regulator
- International Government
- Big Issues Telecoms, Media, Utilities, Pharms
and now services
48Campaign against NIKE
JUST DO IT!
Justdoit!boycottNike. (1998). http//www.geocities
.com/athens/acropolis/5232/ accessed on 27/03/07
http//www.american.edu/TED/nike.htm accessed on
27/03/07.
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50political lobbying
- Driven by need to gain competitive advantage
- NGOs
- Environmental groups
- Greenpeace vs. Esso
- Tobacco
- Philip Morris vs. govt
51indirect lobbying?
- World No Tobacco Day
- Thank You For Smoking
52Communication image
- ? dishonest, immoral, incompetent, slick
- ? trustworthy, intelligent, compassionate,
honourable - Verbal communication
- Non verbal
- Political act or behaviour
- Mental representation
53Image
54IMAGE
55Image
www.youtube.com/watch?v6VaP1HB7Vew
56Margaret Thatcher, the Iron Lady
57Too beautiful to be elected
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59a government that was too male, too Western and
too Catholic
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62Iran
- History, Iran, a country of contradictions
- We are Iran the Persian Blogs.
Iran 's Blog
63Yushchenko Campaign
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65Ends and Means
- Judge politicians by what they do
- during the day
- and not what they do at night.
- Niccolo Machiavelli
66Thank You. Any Questions