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

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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

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Niccolo Machiavelli, 1469-1527

• Meritocratic Rise
• Desire to Serve
• Exceptional Observer
• First Political Scientist and Political Marketer
• Strength and Direction
• Forced Retirement

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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.
• .

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Original Machiavellian Script
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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.

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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.

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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

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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.

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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

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UK Aircraft Carrier Contract
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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

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Examples of Negative Advertising
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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.

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Political Marketing the communication process
between voters and political entities (Lock
Harris, 1996),
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Small Poppy Syndrome

• Use of Fear of Fear
• Use Of Emails leakiest in the world

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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

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US Presidential Count Down
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LESSONS 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

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LESSONS 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

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LESSONS 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

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LESSONS FROM THE BUNKERSUBLIMINAL SUGGESTIONS
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LESSONS 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.

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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

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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.

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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)

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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

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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.

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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

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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

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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.
  

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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 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 [phone] or
  email finance_at_johnogrady.org
• Mail to a Friend  Link  Comments (0)  Report
  Objectionable Content

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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

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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...

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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
  ROADSCHAUMBURG, IL 60194 VIEW MAP
• GOOGLE MAPS
• MAPQUEST
• YAHOO! MAPS

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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

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OBAMA WEBSITE LINKS

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

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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?

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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.

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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!

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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.

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CLINTON WEBSITE LINKS

• MYSPACE
• FACEBOOK
• YOUTUBE
• FLICKR

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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

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Attack Advertising
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Negative Advertising
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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

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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.
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political lobbying

• Driven by need to gain competitive advantage
• NGOs
• Environmental groups
• Greenpeace vs. Esso
• Tobacco
• Philip Morris vs. govt

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indirect lobbying?

• World No Tobacco Day
• Thank You For Smoking

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Communication image

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

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Image
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IMAGE

• Kevin v Johnny ?

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Image
www.youtube.com/watch?v6VaP1HB7Vew
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Margaret Thatcher, the Iron Lady
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Too beautiful to be elected
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a government that was too male, too Western and
too Catholic
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Iran

• History, Iran, a country of contradictions
• We are Iran the Persian Blogs.

Iran 's Blog
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Yushchenko Campaign
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Ends and Means

• Judge politicians by what they do
• during the day
• and not what they do at night.
• Niccolo Machiavelli

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Thank You. Any Questions