“The key to change… is to let go of fear” … Rosanne Cash
Change, Change, Change
Anyone who has lived through the last 3 years, has an awareness that in these transformative times fundamental social change has occurred. You were along for the ride whether you wanted to be or not. Oh, this isn’t the Woodstock Nation’s form of radical social change, or, even the Brown vs The Board of Education emotionally charged social change. In this current period symbols of change were not as visible. No long haired flower children in strange colorful clothes, no angry mobs, no Lester Maddox with his ax handle, and no burning streets. The agents of change fit-in as well as ‘The Man in the Grey Flannel Suit’ fit into his era. Most likely you woke up one day and saw that significant cultural change had occurred. Buried in the details of your daily existence, the greed and hubris of those that created the current economic conditions driving this period of change went largely unnoticed until the meltdown. The meltdown which hit as quickly and as surely as those planes hitting the TwinTowers on 9/11. And, as this was happening an evolution of just how it is we communicate concepts, ideas and beliefs rapidly evolved. Into the void stepped a political marketing machine whose brand plan was considered revolutionary, and was widely disregarded by most professional political pundits. It was an often repeated Sunday broadcast network news analysis that the candidate and his team using these new symbols and social media platforms had no idea what they were doing. And then came the Iowa Caucus. Without regard to your personal set of political beliefs, it seems to be obvious that you as a wine marketer should be studying the observable lessons of the Obama Presidential campaign marketing tactics and the campaign’s use of new media tools with the understanding that how we as wine MarCom managers now communicate and market brand has fundamentally changed.
A Short Case Study in Contemporary Brand Management
In any brand marketing campaign, the essence and essential truths of the brand must be distilled into a viable message. The message must be replicated and repeated through the use of images, words and symbols. Through the message a visceral connection must be made between the brand and the targeted audience for success to be achieved. In an effort to achieve this success, through effective marketing research, the campaign was able to identify a target audience based on demographics and attitudinal predisposition. A significant portion of this identified audience had a presence on social media. The Obama campaign was an early adopter/implementer of social media platforms. MySpace was dominant in the social media space at the beginning of the campaign, and so an Obama fan page was created, and interested individuals rushed to join the club. As Facebook and then Twitter gained traction, accounts were created to engage voters, and as the number of fans grew so did the channels for communication and a pool for fund raising was established. Individuals who contributed to the campaign were given an opt-in choice to receive important updates about the campaign and election. YouTube was also a major factor with numerous short videos featuring endorsements, narrative story lines and music like the Will.i. am. ‘Yes We Can’ video featuring the mantra of the ‘Change’ message for the campaign.The iconic Obama ‘HOPE’ poster was created by street artist Shepard Fairey, and became instantly recognized as the visual image of the campaign. Third party endorsements, utilizing the ideas of co-branding and borrowed interest, were achieved, with Oprah’s endorsement gaining worldwide press coverage for the Obama campaign. A masterful use of message, image, social media, endorsement and third party advocacy. There was significant push-back against this campaign, but the execution of an integrated brand management plan through the fidelity to the perceived authenticity of message, the engagement and involvement of the many, and a transparency of the process, insured the successful conclusion of stated goals. So, are you to going to mirror this model and move your brand(s) forward towards the adoption by your targeted audience resulting in purchase?
An Even Shorter Conclusion
As I stood in line at the local Safeway this morning the three customers ahead of me all paid by personal check, and I’m thinking ‘people still use checks?’ If you want to live on a cash basis, haven’t ATM cards been around all of our adult lives. This slow adoption of tools made available through technology, even in this technologically sophisticated area of the country, seems to be endemic in the marketing arena of the wine business. I’m not sure if this is ego, uncertainty, or fear of the unknown. But I am sure that those that are frozen by fear will likely not survive in these uncertain economic conditions, or have a chance of thriving in a turnaround. Given the vision allowed by the distance of time and with my apolitical marketing mind-set, I can see the clarity of vision of the Obama presidential campaign, and their effective use of all the current tools available to even wine marketers. Ones that are available for use without the necessity to build a war chest on the scale of a political campaign. Difficult times should light the fires of our creative marketing imaginations. At this time in history, we have to be thinking better, faster and cheaper. One of the key lessons to be learned is that ubiquity doesn’t trump authenticity. The basic idea that I’ve learned sometime in my marketing experience is that while political skills matter there are no magic bullets, or one size fits all solutions for today’s wine marketing challenges. But, identifying, targeting and engaging your consumer audience before, during and after the sale is essential, essential to conceiving and executing your winning wine marketing brand plan.
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