Tuesday, August 19, 2008

Authentic Endorsements

A while ago the Obama campaign ran a competition among donators to win backstage passes to the Democratic Convention. There are 10 winners and they are now being used as endorsers of his campaign to a wider audience. to get a sense of the tactic here are some snippets from the vignettes about "the people who make up our movement... of all different ages, races, and backgrounds":
Barb is a teacher living... on her family's wheat and cattle farm, and rising fuel prices are making it hard to get by. She hopes Barack's plan for alternative bio-fuels will help the struggling economy in rural Montana. Barb volunteers for her church, sits on a hospital board, and organizes community events.
Anne is a retired budget analyst for the federal government. She says the first time she saw Barack at the 2004 convention, she thought, "This is Everyman. He is Kansan and he is Kenyan; he is African and he is Anglo-American; he is common sense and he is eloquence; he is dynamic and he is down to earth."

Trinace is a single mother and disabled veteran who served overseas for the Iraq War. She currently works for the U.S. Army as a public affairs specialist. Trinace is inspired by Senator Obama's message of change and his plans to address all of the issues that she cares deeply about...

John served in the U.S. Army for 10 years. He says his two tours in Iraq with the 10th Special Forces Group opened his eyes to "the link between our country's lack of an effective energy policy and our flawed foreign policy."
In effect these are representatives of the wide spectrum that is America, yet also representative in many ways of people who may be floating voters. Rather than persuading these people himself, Barack Obama's campaign uses them to promote his presidency to those similar to these backstage pass holders: dissatisfied patriots who want change on the issues they care about. Neatly he also approaches issues that McCain has attacked him on such as the Iraq War, energy policy, bio-fuels and of course his nationality. it is argued to be a powerful tool, people listen to people who are like them, if these messages and similar tactics become widely disseminated it may win over some of those unsure of Obama.

1 comment:

Praguetory said...

Whenever you're selling an endorsement from someone other then the salesperson themselves always has more power. That's one of the most basic lessons of salesmanship.