Dien Rice
August 6, 2008, 03:07 AM
There is a great lesson in marketing, PR and personal branding going on. Have you noticed?
A few days ago, McCain ran an effective ad painting fellow presidential candidate Obama as a celebrity -- not a viable candidate. In the ad he used the images of Britney Spears and Paris Hilton to create a mental association.
The ad -- deliberately controversial -- had EXACTLY the effect the McCain camp wanted. It was replayed over and over by thousands of news departments all over the world.
In case you missed the ad, here it is...
http://blip.tv/play/AcWgN4zLKw
Today, Paris Hilton shot back in hilariously effective PR twist...
http://www.funnyordie.com/videos/64ad536a6d
Take notes people.
Controversy sells. And in this case it sells Paris Hilton. Love her or hate her she is a marketing genius (http://www.huffingtonpost.com/susan-braudy/paris-hilton-is-better-at_b_54184.html).
The dumb blond persona?
It's an act. (http://www.showbizspy.com/2008/04/20/hayden-panettiere-calls-paris-hilton-a-marketing-genius)
Some people get that -- other don't.
Love her or hate her. There is no money in the middle.
Hi Jason,
Thanks - I loved the "spoof" ad done by Paris Hilton! Pretty funny... :)
I agree with you that she is pretty good at marketing herself. Marilyn Monroe was another expert at "marketing" herself using the "dumb blonde" act. She knew men would eat it up, and she made millions.
Many may not know that Marilyn Monroe was a natural brunette, not a blonde. She dyed her hair blonde.
As for intelligence... Well, she apparently said, "It takes a smart brunette to play a dumb blonde."
I agree with you that there are lots of marketing lessons to be learned around election time... Each candidate usually "positions" himself/herself for something or another (based on their strengths)... Obama - since he has little political history - has positioned himself against the "establishment" and is "for change"... McCain has so far primarily positioned himself as the "security" candidate, as far as I can tell...
Here are a couple of great articles on how the candidates are marketing themselves, in relation specifically to McCain's latest ad campaigns... They come to different conclusions...
First, direct marketer Denny Hatch. He thinks McCain is mostly positioning himself "against" the competition, and he says you can't have a great USP if you're just positioning yourself "against" your competition. He thinks "fear" is the wrong approach... What the electorate is feeling more right now, he thinks, is "anger"...
Interestingly from a marketing point of view, Denny Hatch even designs how he would create an ad where Obama replies to McCain's recent advertising... (Denny Hatch has made it clear he doesn't really like either candidate, and is currently sitting on the fence.)
John McCain breaks the rules of marketing, by Denny Hatch (http://bcs.targetmarketingmag.com/story/story.php?sid=114889&var=story&page=single)
In contrast, Dick Morris thinks fear is the right way to go, and thinks McCain is on the right track...
(Dick Morris I think is leaning more towards McCain in his own politics, as he tends to lean conservative.)
Fear Factor: McCain's best bet, by Dick Morris (http://www.vote.com/mmp_printerfriendly.php?id=971)
(The article will probably eventually appear on his website, www.dickmorris.com, but it's not there yet, hence the above link...)
It's all good food for thought. What do you think they should do? It's great to think about... :)
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ ~~~~~~~~
Jason Cain was the orginal marketing blogger and ran
http://www.GoldBlogger.com from 2002 to 2007.
His newest MEN ONLY blog covering relationships, money and
personal power is coming soon... http://LustGreedPower.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ ~~~~~~~~
Jason, I'm looking forward to your blog!
Cheers :)
Dien
A few days ago, McCain ran an effective ad painting fellow presidential candidate Obama as a celebrity -- not a viable candidate. In the ad he used the images of Britney Spears and Paris Hilton to create a mental association.
The ad -- deliberately controversial -- had EXACTLY the effect the McCain camp wanted. It was replayed over and over by thousands of news departments all over the world.
In case you missed the ad, here it is...
http://blip.tv/play/AcWgN4zLKw
Today, Paris Hilton shot back in hilariously effective PR twist...
http://www.funnyordie.com/videos/64ad536a6d
Take notes people.
Controversy sells. And in this case it sells Paris Hilton. Love her or hate her she is a marketing genius (http://www.huffingtonpost.com/susan-braudy/paris-hilton-is-better-at_b_54184.html).
The dumb blond persona?
It's an act. (http://www.showbizspy.com/2008/04/20/hayden-panettiere-calls-paris-hilton-a-marketing-genius)
Some people get that -- other don't.
Love her or hate her. There is no money in the middle.
Hi Jason,
Thanks - I loved the "spoof" ad done by Paris Hilton! Pretty funny... :)
I agree with you that she is pretty good at marketing herself. Marilyn Monroe was another expert at "marketing" herself using the "dumb blonde" act. She knew men would eat it up, and she made millions.
Many may not know that Marilyn Monroe was a natural brunette, not a blonde. She dyed her hair blonde.
As for intelligence... Well, she apparently said, "It takes a smart brunette to play a dumb blonde."
I agree with you that there are lots of marketing lessons to be learned around election time... Each candidate usually "positions" himself/herself for something or another (based on their strengths)... Obama - since he has little political history - has positioned himself against the "establishment" and is "for change"... McCain has so far primarily positioned himself as the "security" candidate, as far as I can tell...
Here are a couple of great articles on how the candidates are marketing themselves, in relation specifically to McCain's latest ad campaigns... They come to different conclusions...
First, direct marketer Denny Hatch. He thinks McCain is mostly positioning himself "against" the competition, and he says you can't have a great USP if you're just positioning yourself "against" your competition. He thinks "fear" is the wrong approach... What the electorate is feeling more right now, he thinks, is "anger"...
Interestingly from a marketing point of view, Denny Hatch even designs how he would create an ad where Obama replies to McCain's recent advertising... (Denny Hatch has made it clear he doesn't really like either candidate, and is currently sitting on the fence.)
John McCain breaks the rules of marketing, by Denny Hatch (http://bcs.targetmarketingmag.com/story/story.php?sid=114889&var=story&page=single)
In contrast, Dick Morris thinks fear is the right way to go, and thinks McCain is on the right track...
(Dick Morris I think is leaning more towards McCain in his own politics, as he tends to lean conservative.)
Fear Factor: McCain's best bet, by Dick Morris (http://www.vote.com/mmp_printerfriendly.php?id=971)
(The article will probably eventually appear on his website, www.dickmorris.com, but it's not there yet, hence the above link...)
It's all good food for thought. What do you think they should do? It's great to think about... :)
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ ~~~~~~~~
Jason Cain was the orginal marketing blogger and ran
http://www.GoldBlogger.com from 2002 to 2007.
His newest MEN ONLY blog covering relationships, money and
personal power is coming soon... http://LustGreedPower.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ ~~~~~~~~
Jason, I'm looking forward to your blog!
Cheers :)
Dien
