Here are four basic ways to unseat the incumbent
By Joseph Cekauskas
Marketing Consultant & Strategist
JC Marketing Communications
Over the past twenty five years, we have represented over a dozen candidates who sought office. To date, every single one of them has won their election. Eighty one percent of the ones we represented unseated the incumbent. Suffice it to say, we know how to effectively help a candidate leverage his/her accomplishments to reach constituents.
It is also important to note that NONE of the four suggestions discussed below are foolproof. Obviously, there are mitigating factors that can INSTANTLY cancel much of the positive ground we gain. Most often, the candidate sabotages their own cause—poor judgment and/or ego being a derisive to the mission.
Here at JC Marketing Communications, we excel in providing strategies and tactics that deliver an effective message to the public.
Four ways to successfully gain public office
when running against an incumbent:
1) Gain visibility and positive name recognition
In addition to marketing materials distributed through direct mail … and releasing the candidates message through various forms of media … we urge a challenger to utilize “good old fashioned” door-to-door visitation. If that’s not possible due to logistics, we encourage the candidate to frequent places where large crowds gather to bond with voters (shaking hands/press the flesh)*. We NEED our client (the candidate), to REALLY get to know his/her constituents and UNDERSTAND their concerns. That is what serving the public is all about. THEM … not YOU the candidate.
*It is important to note that the venue you select must allow solicitation.
Another avenue is for the candidate to have had an opportunity to lay his/her groundwork well in advance of seeking public service. We recommend 18 months to three years prior, thus fortifying all your positive accomplishments. Particularly accomplishments that benefited a majority of the voting public. Here’s another simple suggestion, and yet, it’s often forgotten. Always place emphasis on “keeping promises.” Our credo: FOLLOW THROUGH. What GOOD you do today—will be remembered when you decide to seek office and can be leveraged accordingly.
Consider organizing as many supporters as possible who will get your message out. We’ve all heard business people say “I get my customers of word of mouth.” There’s a reason why. That POSITIVE brand—your name—can carry you nearly 100 percent of the time.
We also recommend large 4′ x 8′ road signs in high traffic areas. These “mini billboards” are a staple and have proven successful. Multiple, smaller 16″ x 23″ lawn signs can be put across the front of lawns all over town—thus, repeating your message to all passersby. And importantly, they don’t “takeover” the front lawn—either disrupting the homeowner or violating zoning laws.
2)Parties could choose a “celebrity” to run for office … or get a celebrity endorsement
In it’s simplest form, find a local town hero … or better yet—someone with national recognition. For example, if Derek Jeter ran for office in your town, do you think he would lose? Okay, Massachusetts might be the one place where he might not win. Particularly if his opponent was Tom Brady. 🙂
When that’s not possible, get a high profile, local/national celebrity to endorse your candidate openly (in the public eye).
3)The party can attempt to “buy” the election
Having access to funds helps your candidate rest easier and focus on helping the community, not himself/herself. It’s one less thing they have to worry about.
Acquiring enough contributions will allow the candidate to place his/her platform before the voting body. Radio, TV, lawn signs, billboards, direct mail, trinkets/giveaways, etc. If you are able to blanket the community with your message, there’s a chance the voting public won’t even realize there’s even another candidate.
4)Scandal
We don’t condone this tactic, but once in a while an incumbent buries himself/herself. Catch your incumbent candidate in a compromising position that the public has a sore spot for … and WHAM!, you’re practically on your way to unseating them.
BEWARE however, in the case of an unknown candidate seeking office against another unknown—this WILL backfire. In many cases, the candidate on the offensive looks like he/she is “mudslinging” in the eyes of the public. That’s a no-no. There is much precedent for mudslinging backfiring—for example, the 2004 presidential election. Do you remember that the challenger tried and failed? Again, we do not condone “mudslinging” and the public does not respect the tactic either. True to form, voters made it clear in the 2004 election precisely who they believed.
Lastly, on your direct mail pieces. Don’t shy away from repetition of key issues. Don’t be so arrogant to believe that “you said it once, therefore, everybody heard your message.” We see this all the time. Candidates are so inner-focused, they assume everyone knows their platform. Why? They work in a vacuum. We encourage candidates to continuously repackage major voter issues in different AND CREATIVE, POSITIVE forms—this way you’ll be assured the public will receive your platform “according to each of the voters world views.”
Candidates, if you need to increase market share quickly (get voters) and you don’t want to play the “waiting game” for your advertising dollars to work—there is a much more effective and affordable advertising approach. We have helped a great deal of candidates win their respective elections combining business principles with social issues.
It’s more than a cool logo … who has the biggest sign … or making promises.
If you would like to learn more about our branding methodology—specifically how JC Marketing can help represent you and fortify your pursuit of a political office … please call us today at 860.621.8866 while the thought is still fresh in your mind.
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