Last week I went to Convergency 09 in Vancouver and had a blast. Vancouver is a very beautiful city and one I hope to return to shortly. While at Convergence I had the opportunity to network and meet some great marketers out West. I also learned more about the Barrack Obama’s campaign from his campaign manager David Plouffe.
David talked about how it was a 7 days a week job for two years to get Obama into the white house. Instead of going after the usually states, he would go after the states with more delegates as they knew Clinton would be scoring in the more popular states that also happened to have few delegates. By winning more delegates in less popular states, he knew they could cancel out all the wins Clinton had in the more popular ones.
He said he won these states by building an emotional connection with people who vote but more importantly with the people who have never gone out and voted before. He went after the young, the retired, the undecided and the minority vote. He listened to what they wanted in the next president and why they didn’t vote to begin with. He used all that to build an emotional connection with them and find a way to have them have an investment in the campaign.
In the end, he raised more money (90%) from these people then by large donations. He got Obama in the white house and has the power of an emotional grassroots effort to thank for it. You should check out the recent Threadless video below to learn more about building an emotional connection with your customers.
