This photo has been circulating the internet for a few days and I think it can teach entrepreneurs some pretty interesting things about marketing regardless of political views. First lets look at the actual photo. On the left, Mitt Romney is sitting in a chair on an airport tarmac getting his shoe wanded for security purposes. On the right, Barack Obama is walking past a janitor and “pounds it” (the modern, cool handshake). Both of these photos are put together to offer the viewer a contrast about the individuals, their beliefs, and ability to lead our country.
Why is this important to entrepreneurs? This is a fantastic job of implementing proven guerilla advertising and marketing techniques. Here are three effective aspects at play:
Use of public perception: The first aspect is the use of priorly held perceptions about each individual. People commonly think Romney is a rich, white man, while Obama is seen as an African-American who is “a man of the people.” This photo plays on those feelings by trying to make people think that Romney is receiving a shoe shine, while Obama is spending time with the everyday person. Right or wrong, these perceptions will persevere and are very powerful.
Use of powerful images: This “ad” uses two photos that are extremely powerful when you first look at them. It counts on the fact that the viewer will not look very hard at either one of them. They will not question them, but they will be in awe of their initial reaction to such powerful images. I must admit that at first glance, I thought Romney was getting a shoe shine as well. Shock and awe is a tactic that can create great results.
Viral Sharing/Exposure: You have heard that “any exposure is better than no exposure.” In this case, as long as people are talking, debating, or arguing over this ad, it is seen as effective. Create emotional responses from people and you will be more likely to get your desired results. Also, the viral sharing aspect is important because someone is much more likely to find an ad effective if it is attached to their friends in social media, rather than a generic ad. The more you can make something viral, the more eyes will see it, which ultimately increases effective exposure.
In the end, this ad accomplishes its goal through very simple means. Get people to solidify their thoughts on political candidates with two very simple photos. Context and delivery are important and affect the effectiveness of a campaign. This guerilla tactics not only work in politics, but in business as well!
Are there any other political ads that have similar traits? What other aspects do you see with this particular ad that could be used in business marketing?