Yesterday, while on the Boston Globe website, I clicked on a large box ad for Barack Obama. It led me to this page.
There are several problems with this effort. First of all, the ad campaign is designed strictly for people who live in New Hampshire. That’s understandable, but if that’s the case, why was it availalble to me down here in Virginia? The Obama campaign probably paid for my click thru unless they’re doing a CPC or CPA campaign.
The box had, in small letters, the URL NH.BarackObama.com, so I knew that I knew that it was designed for New Hampshire residents. But I’d bet a lot of people wouldn’t notice that URL. And if the ad was available for me, 550 miles away, then I’m sure it was available to people who live in the heavily populated Massachusetts, a blue state if there ever was one. They could be getting a ton of clicks from people who can’t vote in the primary.
When I clicked through, I got a fill out form – no warm greeting – that I’d pump my personal info into along with a pledge to vote for Barack Obama in the New Hampshire primary. They were concerned about my contact information, but not my interests. They’re concerned about building up a database, but not taking the effort to educate me about the man so I would support him. There was no offering that would lead me to issues that I could be concerned about. An offering that would help me make a more informed choice. They assumed that either I was already an Obama supporter…or they didn’t take the time to care.
It does have a nice 8 minute and 20 second video presentation. Somewhat inspirational. He is a great speaker and has a compelling life story. And it includes some good interviews with people from his past. But a problem there is that many who click through may do so in an environment in which they can’t or shouldn’t use audio.
It still is the same old here’s what he’s about with inspiration, now give the campaign something. A wasted opportunity.
{ 6 comments… read them below or add one }
There are several reasons why Obama did this. First of all, it’s the Boston Globe. Most of the people up there are in the NE and New Hampshire will have an earlier primary than most states.
There are two main types of Virginians reading the Boston Globe – the kind who live in Northern Virginia and work in politics across the potomac in DC – and a few others in Richmond who are interested in politics.
To me, it doesn’t make sense from a campaign standpoint for Obama have an ad for Virginians in the Boston Globe? That doesn’t make sense to me.
In fact, I wouldn’t have much of a media buy in Virginia at all at this point.
Nathania
Thanks for the response!
True, New England primaries are relatively early, but I’d think most of those that would click thru would simply stop at the fill-out form if they weren’t from NH. “Oh, this ad isn’t for me”.
Second, maybe it’s me. But I’m big on issues. And connecting with voters. Why not offer, at the very least, voters to check off what issues they may be interested in. Education, national security, environmental issues, small business, etc. Get to know your likely supporters more. Instead, they’re looking to get a pledge months before the primary.
And to the point about Virginia – geotargeting. Definitely needed.
You’re right that Barack does miss the ball on one thing- when you get there you should be able to find a Virginia page and I didn’t see one.
It’s just that from Barack’s (staff’s) mind, Virginia doesn’t matter unless he can win those first crucial states. It’s unfortunate but true. The other thing is that Barack doesn’t need Virginia in order to win the election. Poor Virginia!!!! (I used to live there and work in politics, btw)
Perhaps all primaries should be on the same day? But in reality, that would cost campaigns a ton more money. It might actually make things worse since the rich are the ones who can afford to campaign in the first place.
No easy answers to this one!
I’ve been in politics myself and I’m a native New Englander (Rhode Island). What I’m saying about issue related stuff is say a 35 year old woman signs up. She’s got two young children and has her own small business. So, she’s interested in education and small business issues.
She checks off those issues and now the campaign knows who she is and what’s she’s interested in. The campaign is developing a deeper relationship with her and in future contacts, they can send her info (speeches, position papers, etc.) to solidify her support. Or they can send her info on online communites that support Obama – Moms for Obama, Smallbusiness owners for Obama.
Keep that relationship going at levels that are specifically important to that particular voter through the primary.
Just my two cents.
I see what you’re saying now and you’re right. I just assumed that offering that on a campaign web site was old hat by now. Barack should fix this in a jiffy (there’s free advice from a Republican, Barack!). Not everyone will want to participate in his social media section.
Some day that may happen. Right now, I bet the web team had to fight to get this campaign approved. The decision makers still perfer the :30 spot – because they create them.
Sure, they still work, but the strategy behind the digital world can be amazing. Conversations. Sort of like the one we’ve had here.