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Chart of the day: It pays to mobilize your company’s supporters

March 18, 2013
Comparing online display advertising campaigns in the 2012 presidential election. (Source: ComScore)

Comparing online display advertising campaigns in the 2012 presidential election. (Source: ComScore)

You don’t have to be a political junkie to appreciate the lessons in the graphic shown here.

The chart compares the respective online display advertising campaigns of the Romney and Obama campaigns in the 2012 presidential election. While the sheer volume of ads run by Obama for America (OFA) stands out, the chart holds another lesson that too few businesses appreciate:

Note the huge spike in OFA ads just prior to Election Day in November. By unleashing an unprecedented campaign to remind supporters to vote, OFA was executing a standard political communications tactic that more businesses should employ: community mobilization toward a business goal.

Every business is up for “election” at some point in the year: a big conference, a product launch, a zoning hearing, the list goes on.  Without a community of supporters mobilized in your favor, your chances of winning that “election” are slim. Companies need to ask themselves how they are mobilizing their supporters to help win on “Election Day.”

We’ve written before about what businesses can learn from political communications.  Check out our 2012 presentation on the subject linked here.

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