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Lessons from the Bunker or is it now War Room? Machiavellian Marketing Reflections on Political Candidates, Parties and Policies

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Title: Lessons from the Bunker or is it now War Room? Machiavellian Marketing Reflections on Political Candidates, Parties and Policies


1
Lessons 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

3
Machiavellis 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.
  • .

4
Original Machiavellian Script
5
Machiavellis 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.

6
Emergence 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.

7
Political 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

8
The 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.

9
Cesare 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

10
UK Aircraft Carrier Contract
11
Lobbying 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

12
Examples of Negative Advertising
13
Machiavellis 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.

14
Political Marketing the communication process
between voters and political entities (Lock
Harris, 1996),
15
(No Transcript)
16
Small Poppy Syndrome
  • Use of Fear of Fear
  • Use Of Emails leakiest in the world

17
Small 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

18
US Presidential Count Down
19
LESSONS FROM THE BUNKER CANDIDATE 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

20
LESSONS FROM THE BUNKER CANDIDATE 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

21
LESSONS FROM THE BUNKER CANDIDATE 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

22
LESSONS FROM THE BUNKER SUBLIMINAL SUGGESTIONS
23
LESSONS FROM THE BUNKER Engagement 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.

24
Lessons 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

25
Lessons 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.

26
Lessons 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)

27
Lessons 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

28
MY.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.

29
MY.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

30
Lessons 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

31
Lessons 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.

32
Lessons 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 details Event Annual
    O'Grady St. Patrick's Day Party Location
    Byrne's Pub, 1248 W. Third Ave, Columbus, OH
    43212 Time 500 pm Suggested Donation
    35 RSVP or Questions Call (614) 221-8476 or
    email finance_at_johnogrady.org
  • Mail to a Friend  Link  Comments (0)  Report
    Objectionable Content

33
Lessons 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

34
Lessons 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...

35
Lessons 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
    ROAD SCHAUMBURG, IL 60194 VIEW MAP
  • GOOGLE MAPS
  • MAPQUEST
  • YAHOO! MAPS

36
Lessons 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

37
OBAMA WEBSITE LINKS
  • FACEBOOK
  • MYSPACE
  • YOUTUBE
  • FLICKR
  • DIGG
  • TWITTER
  • EVENTFUL
  • LINKEDIN
  • BLACKPLANET
  • FAITHBASE
  • EONS
  • GLEE
  • MIGENTE
  • MYBATANGA
  • ASIANAVE
  • DNC PARTYBUILDER

38
TWITTER
  • 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?

39
MYBATANGA
  • 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.

40
EONS
  • 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!

41
Lessons 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.

42
CLINTON WEBSITE LINKS
  • MYSPACE
  • FACEBOOK
  • YOUTUBE
  • FLICKR

43
Public 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

44
Attack Advertising
45
Negative Advertising
46
(No Transcript)
47
Political 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

48
Campaign 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.
49
(No Transcript)
50
political lobbying
  • Driven by need to gain competitive advantage
  • NGOs
  • Environmental groups
  • Greenpeace vs. Esso
  • Tobacco
  • Philip Morris vs. govt

51
indirect lobbying?
  • World No Tobacco Day
  • Thank You For Smoking

52
Communication image
  • ? dishonest, immoral, incompetent, slick
  • ? trustworthy, intelligent, compassionate,
    honourable
  • Verbal communication
  • Non verbal
  • Political act or behaviour
  • Mental representation

53
Image
54
IMAGE
  • Kevin v Johnny ?

55
Image
www.youtube.com/watch?v6VaP1HB7Vew
56
Margaret Thatcher, the Iron Lady
57
Too beautiful to be elected
58
(No Transcript)
59
a government that was too male, too Western and
too Catholic
60
(No Transcript)
61
(No Transcript)
62
Iran
  • History, Iran, a country of contradictions
  • We are Iran the Persian Blogs.

Iran 's Blog
63
Yushchenko Campaign
64
(No Transcript)
65
Ends and Means
  • Judge politicians by what they do
  • during the day
  • and not what they do at night.
  • Niccolo Machiavelli

66
Thank You. Any Questions
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