…And how you can apply the same strategies in your business.
If you haven’t started paying attention to how Obama and Hillary are marketing their campaigns, you should start today. Especially if their results are ones you dream about.
So what was the Hillary Camp’s email marketing tactic that brought her $4M in 24 hours and $6M in 48 hours?
Branding with Bill. Some argue that Bill Clinton harms Hillary’s campaign, but you can’t deny the powerful brand that Bill Clinton carries. Hillary, knowing this, used Bill in her email marketing campaign.
Last week Bill Clinton sent out an email that said, “Can you help put Hillary in the position to win Pennsylvania with your contribution today?” (read the letter)
In a marketing e-zine called Clickz, it was reported that 45,000 individuals contributed to the campaign. Not only did Hillary reach her goal at earning $4M in 24 hours, she earned $6M in 48 hours.
Obama tried a different strategy from the traditional campaign strategies of decades of past party candidates. Not many people thought his tactic would work. The change was small, but it had a HUGE impact– $28M of contributions raised, kind of impact.
Here’s what Obama did. Instead of requesting donations of a minimum of $100, he asked for less. By lowering the possible donation amounts to $25, $50, or $75, he gave an opportunity to those who normally don’t donate, due to the large sums normally requested to donate. Once a donation is given, the Obama team continues to market to the individual them getting them contribute even more. All of this is done with a targeted direct mail and email/online marketing campaign.
What are 3 things you can do today to help you exceed your business goals, just like Hillary and Obama?
- Strengthen your brand
You might not have Bill Clinton under your wing to help out, but there are small things you should be doing to strengthen your brand. One of which, is to make sure your brand is visible in all your marketing material. As your face, hair, and the clothing you wear, helps people recognize “who” you are, your brand helps people recognize “who” your business is. Being recognizable and unforgettable is ¾ of the battle of winning new clients. - Aim for repeat business
By lowering his donation amounts, Obama opened himself up to a whole new market, a repeat business market. If you give people the opportunity to do business with you, they will want to do MORE business with you (of course, given that their initial experience was a positive one). - Use branded email
Both candidates used email branding in their online marketing campaigns.
Plain text email looks everything but Presidential.
