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Ossoff and marketing in GA-06

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“Humble. Kind. Ready to Fight”…but not to win.

The Ossoff campaign contained some of the worst email marketing that I have even seen. These passive agrressive and desperate pleas are a hugely ineffective means of getting votes, no matter how effective they are in fundraising.

 

 

The e-mailers may not have been the worst piece of advertising from the Ossoff campaign. This video is even worse. It is gimmicky, weak and offers nothing positive for voters.

In contrast to that, from a perspective of negative marketing, these ads from Handel were brutal and effective.

It strikes me that a key reason for these marketing choices by the Ossoff campaign was the “Panera Bread” strategy.

essentially a rationale for appealing to suburban voters in swing districts rather than spending time or money trying to expand the Democratic party’s base among working-class voters, minorities, or millennials

These kinds of ads seem targeted to that kind of demographic, whereas running in the traditional Republic district, Handel just had to secure her base.

About the author

Rajit Hewagama
Rajit Hewagama

A highly experienced digital strategist, with an extensive background in social media marketing and e-commerce and has served as an online communications strategist for national level political and cause-based
campaigns.

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