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Presidential Candidates - Internet Marketing Strategy

May 23, 2007

I have been privately analyzing the internet marketing campaigns of all the major presidential candidates. They are all doing a very good job at getting their name out there but doing a horrible job at managing their money and effectively communicating the right idea to the right people.

By doing a horrible job at managing money, I mean that they are overpaying for clicks that they should not be. And they are being wasteful in spending money advertising to people they should not be. So let us discuss this further. They are also not paying for clicks that they should.

And when we say they are not effectively communicating the right idea to the right people, we are basically making the claim that each of the major candidates need to communicate different ideas to different states.

Let us use Bill Richardson as an example:

I did a search for “2008 Election Polls” on Google and I came across advertisements to the Bill Richardson campaign. The advertisement was labeled “2008 Election Polls” so I was very tempted to click on it. And I did. But I landed on Richardson’s Donation page. Come on. He is still relatively unknown to the vast majority of Americans, and if they are taken to his donation page, they are more than likely to click away and feel like they wasted their time. They will not attempt to learn about the candidate. The campaign would be much better off if they linked that advertisement to news articles on polls they are doing well. Then it would be a very targeted advertisement and the people would be curious to know more.

Bill Richardson – Iowa/New Hampshire Campaign
People like what they see from Bill Richardson but for him to win in Iowa and New Hampshire; he needs to prove to these states that he has what it takes to win. Many political pundits are dubbing him as the perfect “vice-presidential candidate”. So when Bill Richardson pays for online advertising, he needs to set up campaigns in Iowa and New Hampshire that will take the visitors to web pages that talk about Bill Richardson’s legitimacy as a candidate and how he has what it takes to win.

Bill Richardson – Arizona/New Mexico Campaign
Arizona will be key for Richardson because it is a state that he needs to do well in. Being a “western democrat”, Richardson can focus on Western issues with Arizona. He also needs to mobilize residents of his home state of New Mexico to volunteer in Arizona for his campaign. Being a successful governor, he will have no problem mobilizing his people, he just needs to prove to them that he is a very viable candidate and that his campaign makes a difference. Another thing is that he should focus his contribution pages to those residents from New Mexico. Sending those New Mexicans to a webpage about how just a few extra dollars can boost his campaign would do better than sending the people to a web form.

Bill Richardson – California Campaign
Of all the states in the Feb 5 election, California proves to be the most important of all. Not only does it have the largest number of delegates but its large Hispanic population, close proximity to his New Mexico base, and the fact that Richardson was born in Pasadena, CA all make him the favorite to win the state if he can play his cards right. Now Richardson is currently facing a few problems in California. First, people are largely unaware of him. He should be targeting California residents to biographical information pages. He should also target keywords that cater to a Hispanic audience information on how Bill Richardson is not only Mexican but could be the next president de los E.E.U.U. At no point in our very recent history, has the Hispanic community of California been the most vocal specifically about illegal immigration. The Los Angeles police were also caught beating up on peaceful Mexican demonstrators.

Bill Richardson – Oklahoma Campaign
If Richardson does well in Iowa and New Hampshire, and wins Arizona, he probably can win in Oklahoma. The latest poll numbers show Bill Richardson is doing well in this state.

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