Elu... "Marketer de l'année" 08 pour le moment.
Nous serons fixés dans quelques heures, pour la présidentielle. Les supporters d'Obama sont de plus en plus nombreux qui incitent à voter pour lui, mais l'effet Bradley est toujours immanent : les électeurs ne disent pas la "vraie vérité" aux sondeurs quant à leurs intentions de vote pour éviter d'être considéré comme raciste.
Quoi qu'il en soit, Obama a déjà été élu ... Homme de Marketing de l'année. C'est Laurence Faguer qui nous en informe, via un article complet sur son blog :
Les américains auront décidé au soir du 4 novembre, mais déja Barack Obama a remporté une élection : celle du ‘Marketer of the Year 2008‘, titre décerné par des annonceurs et agences américains, membres de la ‘Association of National Advertisers’ réunis en congrès la semaine dernière.
Obama (36 % des votants) mieux que Apple ( 27 %) ! Ou que Zappos (14%), le site internet qui à démocratisé la vente de chaussures en ligne. John McCain recueille un petit 4 % de votants.L’une des réussites de la Team Obama est d’avoir adressé toujours un message constant, de conventions en conventions.De fait Barack Obama et son stratége, David Axelrod, n’ont jamais bougé d’un iota leur message de base.
Comme le rappelle Philippe Boulet-Gercourt dans le numéro spécial Amérique que publie cette semaine Le Nouvel Observateur, pour David Axelrod , Barack” est la personnification de son propre message adressé au pays, qui est de dépasser ce qui nous divise et nous concentrer sur ce qui nous unit. Il est sa propre vision“.
Barack Obama, un message, une vision. L’autre réussite, c’est d’avoir joué la carte d’Internet et des réseaux sociaux. Sait-on que le responsable du Fundraising d’Obama n’est autre qu’un fondateur de Facebook, Chris Hugues ? Résulats : 65 000 nouveaux donateurs. Les liens sponsorisés ont aussi été largement exploités: en Août, 14 % du trafic du site du candidat venait de cette source... (à suivre sur le blog de Laurence)
A lire aussi sur Adweek, des articles intéressants que vous trouverez (en anglais) en suite de note :
- Obama, c'est BMW ; McCain, c'est Ford
- Analyse de la campagne de Pub d'Obama
- Resonance (de MPG) prévoit l'élection d'Obama
Sur McCain, vous pouvez (re) lire la note que je lui ai consacrée quand j'étais dans son immeuble de Phoenix, en Avril dernier.
Et aussi, pour vous amuser, regardez cette vidéo où l'on voit la bataille de danse Obama/McCain. Très drôle (signalé par Gregory Pouy)
Obama a BMW, McCain a Ford
Oct 21, 2008
-By Kenneth Hein, Brandweek
NEW YORK Politics are a complicated subject. To simplify the way consumers really feel about the presidential candidates, Landor Associates and research firm Penn, Schoen & Berland asked survey respondents to compare them to brands.
The results were telling. While Democratic nominee Barack Obama was compared to Google, his Republican competitor John McCain was likened to AOL. Obama was also associated with BMW and Target, while McCain was linked with Ford and Wal-Mart.
The 2008 Presidential ImagePower survey, released today, polled a cross-section of 1,002 registered voters between Oct. 1-6.
When asked what fictional spy they would compare the candidates to, Obama was likened to James Bond, while McCain was compared to Jack Bauer.
The most telling findings show that despite their policy differences, the two candidates have a lot of similarities from a branding perspective, Scott Siff, evp at Penn, Schoen & Berland, said in a statement.
"Three of the key brands that McCain and Obama are both associated with -- Starbucks, iPod and MySpace -- won their reputation as game-changers in their respective categories by allowing people to achieve individuality in a comfortable format," Siff said. "This similarity in the candidates' brand strategies also indicates that whichever candidate best achieves the positioning they are both trying to claim may well be the winner on November 4."
Obama and Republican vice presidential candidate Sarah Palin were perceived similarly in seven out of 15 survey categories. Obama and Palin were both compared to Google and People magazine, as they are personable and considered youthful.
McCain and Democratic vice presidential candidate Joe Biden were even more similar. Respondents linked them in 12 out of 15 categories, including AOL and BusinessWeek, two respected brands with a long heritage.
33.5 Mil. Watched Obama's Ad, per Nielsen
Oct 30, 2008
-By NielsenWire
NEW YORK Sen. Barack Obama's infomercial drew 33.5 million U.S. viewers Wednesday night, according to data compiled by Nielsen.
The simulcast -- the first of its kind since Ross Perot ran a political telecast on the eve of Election Day in 1996 -- aired on CBS, Fox, NBC, Univision, BET, MSNBC and TV One between 8 p.m. and 8:30 p.m. (Perot's telecast drew almost 22.7 million viewers.)
On an average Wednesday night, these networks draw a combined average of 30.3 million viewers during that half-hour daypart.
In comparison, the final debate between the two presidential candidates drew 56.5 million U.S. viewers on Oct. 15.
The candidates' first debate on Sept. 26 attracted 52.4 million viewers; their second debate, on Oct. 7, drew 63.2 million viewers.
Adweek is a unit of the Nielsen Co.
MPG's Resonance Calls It for Obama
Tool even projects margins of victory in battleground states
Oct 23, 2008
-By Steve McClellan
adweek/photos/stylus/43746-ObamaL.jpg
NEW YORK Call it a wrap -- a victory in November for Sen. Barack Obama. That is the outcome being predicted by Havas-owned MPG based on the results of data processed through a new social network modeling tool call Resonance that the shop has developed and will now introduce to clients.
The prediction is unique because it definitively projects that Obama will win in November, even providing the margin of victory in the battleground states, as opposed to identifying which candidate is ahead at the present time, which is what most polls indicate.
According to the Resonance research, Obama, whose lead in many polls has been aided by the worsening economic crisis, will continue to gain strength in the contested states between now and election day. MPG says to expect Obama to win with 57 percent of the popular vote versus 43 percent for McCain "in states that will determine the outcome of the Nov. 4 election."
According to Joe Abruzzo, evp, research at MPG who oversaw the development of Resonance, the tool uses "agent-based" algorithm modeling to predict consumer behavior. The shop is rolling out the new tool to clients to help them predict behavior and consumer attitudes toward products and brands, Abruzzo said.
For the election prediction, Resonance tabulated the responses of 1,200 "likely" voters that were quizzed on a number of issues concerning the two presidential candidates such as trust, leadership and consistency of their stands. Also tossed into the mix: views being expressed across the blogosphere, as well as the media strategies and messages that the candidates are likely to use in the remaining weeks of the campaign.
"This is the maiden voyage," Abruzzo said of the tool's use to predict the outcome of the campaign. "It's a way of capturing how people are making decisions," what influence media plays in those decisions and how media plans can be adjusted to try to alter consumer behavior.
And it should work for brands, just as the shop believes it has worked to predict the election outcome. "It takes into account every brand exposure, one person at a time," he said. Resonance will also measure consumer perceptions to creative messages, brand perception and usage, and how media campaigns can be altered to impact those and other metrics, said Abruzzo.
Abruzzo said the tool was developed over a number of months with an MPG research team based in Barcelona, Spain. One client, in the financial services area, who Abruzzo declined to identify, has experimented with the new technique.
Il faut avouer que sa campagne a été assez réussie notamment sur le web avec des petites vidéos réalisées par les partisants.
Au delà des idées politiques, je crois que la campagne de N. Sarkozy a quelque peu été calqué sur le modèle Américain.
Rédigé par : Marc Deloiseau | 04/11/2008 à 18:26