How Obama Won: 10 Marketing Lessons

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    How Obama Won: 10 Marketing Lessons - Presentation Transcript

    1. How Obama Won America
    2. It’s been the most amazing journey In 2000 Barack could not even get a pass for the Democratic Convention… … but in 2004 he gave a single speech that struck a cord… … and had a piece of remarkable good fortune… … that saw him elected to the Senate, but a freshman & the only African American in the chamber
    3. Who created a message and built a machine
    4. Which achieved remarkable results 365 electoral votes 66% of the under 30 vote 68% of first-time voters 66% of Hispanic voters 69.4 million voters for Obama 56% of women 50% of men
    5. The Electoral College map only tells half the story
    6. And here’s how he got there
    7. 10 Marketing Communication Lessons
    8. A clear, simple message
    9.  
    10. Personal stories
    11.  
    12. Camp Obama
    13. The power of positivity
    14.  
    15. “ At the core, Obama’s best message has always been this: He is unconnected with the tired old fights that constrict our politics”. David Brooks, NY Times 26 August 2008, from the Denver Convention
    16.  
    17. Don’t obsess over the competition
    18. Money talks
    19. Total raised $1bn Obama $640m In September $150m Ave cost per vote $10.32
    20. TV isn’t dead
    21.  
    22. TV spend in Oct $100m 30” infomercial $5m Viewers 30m
    23. Talent imitates…
    24. John McCain, 1999
    25. Howard Dean, 2004
    26. Manage Your Reputation
    27.  
    28.  
    29.  
    30. Embrace Media, New & Old
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    34. Wordle.net representation of Altogether Digital homepage
    35.  
    36. Build viral into your content’s DNA
    37.  
    38.  
    39. Let go of your brand
    40.  
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    48.  
    49. Thank You
    50. Thank you
    51.  

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