by Connie Burtcheard
Chief ADvisor - Agency ADvisor

Michele Bachmann, Minnesota's incumbent Congressional Representative, was recently caught on video running away from CNN reporter Gary Tuchman. However, she later had a long "interview" with a local reporter who did not ask any questions but praised and allowed her to embellish her "accomplishments." The CNN report used this as an example of what has hit the political scene this year. Many incumbents are choosing to speak only to the "safe" audiences and have interactive meetings with only those that have the same views as they do.

This is human nature during difficult situations. It is more comfortable to send your message to an audience that will accept and approve of what is being said. In doing so, the audience will provide affirmation and support in return. During this tough economy, this is also a common mistake among marketers.

Marketing 101— Don't preach to the choir.

Many agencies tend to recommend this to their clients and most clients feel most comfortable with this recommendation. Presenting your case to those who already agree with your message, is Preaching to the Choir. It is a waste of money to obtain re-affirmation of your key selling points.

The biggest lesson we can learn from the 2010 political race - do not spend your efforts converting the already converted.

There are remarkably few staunch Republicans or Democrats that can be swayed to side with the other party. It is the undecided vote that is your best bet. The undecided or not yet loyal consumer is the one that can be influenced.

There is no difference in marketing your clients’ brand.

The easiest way to advertise is to follow your status quo and reach out to your current customers. During a down economy, it is more important than ever to stay in contact with your current consumers. However, recessions are an excellent time to gain market share by expanding your customer base and building a loyal following.

This down economy is one that creates loyalist. Reach out to them and provide a quality product and an exceptional value. Consumers, who are already buying your clients products/services, already see the value of their dollar. This is the time to convert the Independents. Don't develop a message which attempts to convert a staunch Republican to be a loyal Democrat. It just won’t happen.

Better results can be achieved by targeting the people who are uncertain. Target those who do not have an alliance. This is the group that you want to provide the reasons why your service or product is the ideal solution for their issues.

The keys:

1. Don't preach to the choir. Find the audience who does not know or agree with your message. Then say it. LOUDLY!

2. Do give a compelling message to the undecided consumer. Give them a reason to get off the fence and commit to your brand.

3. Do target your message. Don't send your message to a safe audience. At the same time, do not select the most controversial and objectionable audience. Reach out to the audience who are not committed to another brand.

Remember, these keys apply to your agency’s new business development and marketing efforts as well. Find the clients that are not committed to another agency. Make them aware of what benefit they will get from working with you. Tell them this again—and again. History has proven that if you do so, you will emerge from the “Great Recession” in a much stronger position than your competitors that don’t.