What a day yesterday was to be a student at Indiana University. They get a new head coach in Tom Crean for their much maligned basketball team, Bubba campaigns for Hillary and to top everything off, Barack Obama gave away Dave Matthews tickets in exchange for student's souls. I mean, I have to give Barack credit. Why take a chance that your rhetoric will get exposed for the empty clap-trap that it is when you could give away free concert tickets? And like moths to a flame, the loony left and the "My ears are burning. Did someone say Dave Matthews?" crowd flocked to the Barack Obama HQ on the Bloomington campus to score themselves some free Dave Matthews tickets. Mind you, I am a Dave Matthews fan. Not a rabid one that has 80 bootleg concerts downloaded from Limewire, but I do have most of the studio stuff. I saw "Dave" a couple times in concert and that was enough for me. But let's be honest. Were the students checking out Obama and his "message"? Or were they standing in line for free stuff. I'm going to guess, it was the free stuff and here's why. Obama's strategy reminds of story I read on another blog about new Church's that use "creative messaging" to get people to visit their church. I'm sure you've seen them. They'll have the big gorilla balloon to get your attention. Or they will advertise a cool, rockin' worship team (excuse me as I gag and write that at the same time). Some have even resorted to offering new visitors a chance to register to win a new car. The slogan is usually something along the lines of "take our church for a test drive". All that is, is a gimmick to get you to show up once. What happens to the people who lose? What about the people who won? Does any of that guarantee a returning visit, or in Barack's case, a vote? The guy who wrote the post, who happens to be in advertising, made a keen observation: ...promotions like this are a little dangerous. And here's why, when it comes to advertising and sales, customers renew the way they first purchased. By that I mean, if a special sale is why you first bought your watch, then if that watch store ever wants to get you to buy again, they have to run a similar sale. Study after study has shown that we are creatures of habit. We repeat ourselves, so if you attract a big crowd with a car giveaway or hot new worship band or anything else, you create a relationship built on a reward not a redeemer (in this case, an Obamassiah). And when you try to take away that reward you'll lose a lot of your guests (or voters). You have to wonder, will those kids who stood in line for tickets vote for Obama? Will they even vote? The primary is held during finals week. Then again, if Obama can't sell his "message" without the help of a free concert, then what's his message really worth? |