CAUCUS SEASON LESSONS AND COMMUNICATING WITH UNICORNS

On January 15, in the midst of dangerous wind chill warnings, Iowa held the first in the nation presidential preference event on the GOP side – the caucus. Is it coincidence caucus and circus are such similar words? We don’t think so!

Beyond any doubt, Iowa is blessed to hold this first in the nation status again this season, even though it’s a one-sided affair with Democrats holding a different kind of contest a little later this winter. The access Iowans get to those who would be our nation’s leader elevates our statewide political discourse and provides a platform for issues otherwise unavailable in fly over country. There’s a significant boost to Iowa’s economy that comes with the campaigns’ activities as well as hosting those who are here for ancillary reasons.

So while we lament the 24/7 ads, texts, calls, and inevitable news coverage paying less than flattering attention to our state, we marketing communicators watch in fascination. Our own mailboxes overflow with direct mail. Our phones blow up with texts, calls, and more texts and calls. Ads abound on television, radio, and online. 

Polls told us there was a clear front runner and we saw the field narrow significantly over the last months. A few things stand out this cycle. A third party mailed an enormous candidate comparison piece. Regrettably, no ruler was applied to measure just how big this document was before recycling (after reading, of course), but it measured at least 12-inches by 16-inches. Campaigns created and shared few ads in the traditional way. Most ads were placed by super PACs with acronyms or aspirational monikers. Digital outreach via mobile devices, online advertising, and streaming services was over the top.

So, about those unicorns… There are folks in our digital world who have poor to non-existent internet service so therefore are not seeing those internet and streaming ads. Cell service can be lacking which means some are using less-than-smart phones, too, which means those texts are a frustration. What the campaigns do right is use every medium available to share their pitch. We can learn from their strategy though apply a bit of pragmatism when it comes to frequency.

Right, left, or indifferent, participating in this process is a privilege not all share. In our representative republic, our votes matter. When it comes to communications, let’s take a page from campaigns and be mindful of reaching all of our prospects with the right message, delivered the right way.