Little Guys Can Do Big Things Too
The U.S. political system is a two party game, much like the business world. While there's only room for two heavy weights (i.e. Republicans & Democrats, Coke & Pepsi), there is some room around the edges for the little guy (the Green Party, RC Cola). Many claim that third-party candidate Ralph Nader siphoned votes from Democratic candidate Al Gore, handing the election to George W. Bush. Whether you buy that or not, Nader did make enough of a showing to earn the Green Party federal dollars for future campaigns.

Lesson: You don't always have to compete with the big guys to thrive and succeed. Find your niche, one the big organizations can't meet, and milk it.

Viral Marketing
More than anything, politics is full of strong opinions and fierce loyalty. Political campaigns have long known this and taken full advantage. The campaign button, bumper sticker and yard sign are classic examples of viral marketing that have been en vogue long before viral marketing. Of course political signs are more akin to rooting for your favorite sports team--it's more about displaying loyalty than convincing anyone. But who cares? It helps.

Lesson: Make it easy for your customers to support your organization. Make bumper stickers, computer desktops and screensavers, t-shirts, coffee mugs--and give them away.

Mudslinging
One of the most dreaded aspects of politics is the constant sniping. Joe Democrat said this and voted that. Bob Republican lied to voters. Yawn. It's been noted that political mudslinging can quickly backfire. Voters don't like the trash talk. But it seems inevitable in modern politics.

Lesson: Avoid slamming your competition. It doesn't always work and only gives them more attention. If, like politicians, you can't avoid the fight, at least fight smart. Stick to the facts, back them up, and keep things in context.

Don't Miss the Net
One of the biggest stories of the Democratic Primaries was the online campaign machine of Vermont governor Howard Dean. He raised more money than any of his competitors (most of it small, online donations), started a high-profile blog, and launched a grassroots movement fueled by meet ups organized online. Of course Dean's virtually-enhanced campaign wasn't enough, but everyone took notice. Both major candidates are now using the same strategies.

Lesson: Don't miss what the web can do for your organization. A web site isn't the only way to use the Internet. You could organize local meet-ups to get your customers talking with each other and you. You could cut costs by converting print newsletters to e-mail.

For every politician putting brilliant marketing ideas to work, there's a campaign manager who came up with the idea. You can bet George W. Bush has better things to do than marketing, and so do you. We can help you with the marketing and let you get back to your job.