3 marketing takeaways from the Marco Rubio campaign for president
Campaigns for president of the United States are underway. Along with them, begin slick marketing campaigns that can be learned from. In this article based on a Forbes interview of Tim O’Toole, co-founder of POOLHOUSE, a non-traditional ad-agency, and lead marketer for the Marco Rubio campaign for president, we look at three principles that can be applied to traditional marketing.
1. Create lots of content and put it everywhere
In his interview with Forbes, O’Toole explains how political marketing has changed now that billions are spent on campaigns. He says that the degree of sophistication, customization, micro-targeting and proliferation are unprecedented. His strategy to deal with this is: “…to create a lot of content that is both pushed to people – who then share it with others – and made available so that people find it on their own
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2. Create a story around your product or service
O’Toole explained that just like for traditional marketing campaign their biggest asset is the product itself, so it is in politics. In the strategist’s eyes, they have the best of all presidential candidates. Rubio, according to O’Toole, “has a very powerful personal story having come from humble beginnings with parents who immigrated to the United States – as a result, he has experienced the American Dream in a very real way that resonates with, and inspires millions of Americans who are struggling right now. He is uniquely positioned to both cast and articulate a vision for America – a vision that our great Nation is still the land of opportunity.
If your product or service does not have a story expressed through a brand, customers will form no relationship with the product and will have much less loyalty.
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3. Invest in your people
“The second area that matters is investing in the people and not just the media support. It’s really about getting the right skills in the right areas – and the right level of support,” stated O’Toole.
This issue is often overlooked. Often, employees are taken for granted. However, for a successful marketing department, it’s important to have the right people in the right places. A weak link in the wrong place can make the difference between success and failure.
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Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”