Marketing Obama v. McCain

It's hard to be anywhere this time of year without hearing something about the presidential election. From a marketing standpoint both (probable) candidates have used the past couple of years to intensify their efforts of brand establishment. McCain moreso than Obama due to an age gap, however, in terms of actually being President of the US, both candidates have marketed themselves heavily in what holds to be a very profound election in our time.

Who's done the better job? Well you might hear different answers dependent on political party affiliations, but all politics aside, I believe whomever is behind making the marketing decisions behind Obama's curtains is obviously in-tune with public demand.

The youthful exuberance that Obama's campaign emits is extremely bright. In a world where technology has created a paradigm shift in communication, the Obama campaign remains flexible and we adapted--understanding the magnitude that generational influence can play in November. Open communication, investment in education, our environment, technology, diversion from bullying tactics and a strategic, long-term approach to developing working relationships with global allies. THIS is exactly what the 78 million stong Gen Y class wants to hear and see from a President and leader of our nation.

"Maverick" is a term younger generations might easily see as rebellious and against the grain. While this might fly with a Baby Boomer (who showed those characteristics in the 60's and 70's), younger generations are team-oriented individuals who have learned to succeed with the help of those around them.

The argument can be made that Obama is a sexier option than McCain--and from a marketing standpoint this argument is extremely valid. However, there is substance too. For instance, I have yet to see McCain's party provide guidelines and strategy to solving some of the problems we face. Obama has advertised his plan for "change" openly.

Now that the election seems to be swinging in favor of the Democrats, the RNC has opted to more desparate strategy. I apologize in advance as this is not intended to be a political post, but I must say this: Palin was NOT picked for her decision making, knowledge or political expertise. She was picked purely for the fact that she's an attractive, youthful and energetic woman. It is a sad, sad America we live in today where a political party will place someone in a position where they could easily become the leader of our nation purely to try and superficially win votes. It's a sleazy marketing tactic in my mind that could potentially put our country, our people and our future in jeopardy.

In a world where image is everything--marketing yourself the right way to the right people is king. This election is no different--and Obama clearly has the edge across the board.

Time and Priority Management

There’s never enough time in a day. I often find myself wishing there was more time—but when I think about it rationally—I’m glad there isn’t. As a susceptible human being, our biological systems require us to shut it down every night—and as a human being (the last time I checked) I have to succumb to this fate. Enter priorities and time management into the equation.

If I could compare a marketer to any animal, it would have to be an octopus. They’re generally intelligent creatures with lots of arms—and fast when they need to be. That’s one way to become a great marketer. Buy an octopus for a pet and watch it closely. Observe and mimic said octopus. Everything else should come naturally. If that doesn’t work, you better learn how to manage your time and priorities.

Everyone is different and therefore everyone requires unique time management and organization techniques to be successful. I like trial and error for this one—unless you have money and would like to pay someone to coach you. Of course there is the alternative of having a co-worker, significant other, or family member try it for free. The latter taking more effort and patience on both ends. My suggestion would be read up on the subject (good place to start) and then try it. Rinse and repeat until you find something that works.

As an example, I will try and explain my method in the stages I accidentally underwent—the stage in bold and the thought process follows:

Reflect: What’s my deal? Oh, yeah I’m completely scatter brained. Okay, brain you have to wrangle my ambition. And ambition, you’re going to need CONSTANT reminders of what you should be focusing on.

Analysis of Reflection: Great, so what are my options. Simple—I either have to have some system of reminders to myself throughout the work day, week, month, and year. Obviously I don’t have a personal assistant…guess I have to figure this one out on my own.

Solutions: Technology!! But technology can be burdensome. Okay, how about a combination of both? Sure—I like a planner book and computer reminders through Outlook.

Results: After a couple methods, here is what I do. Every morning I write my “tasks” in my planner. It stays open on my desk all day and I scratch each item off my list as I go. Keeps me on track. In addition, I also use my outlook calendar for things IN ADVANCE to set meeting reminders, phone calls reminders, events, etc. This also allows fellow employees to see if I’m busy or out of the office.

Overall this system seems to work for me. I love finding balance in life—and work is no different—that’s just who I am and that’s probably why this system works for me. The important thing is that I stay on track and am a better and more focused worker. Find out what works for you!

Understanding is Marketing BIM

I'll be the first to admit I am no expert in BIM. That's the technical folks toy. However, I still understand the need for understanding the principles of BIM in order to further my knowledge in how it relates to successful projects. That's why I took the time to sit in on two BIM "technical" presentations (one a year and a half ago and one about a month ago).

I think marketers need to make the effort to learn the functionality of technical programs and their usefulness in order to do their job properly.

Especially working in this industry, there is always a trade, a law, a process, a product, a solution, or a feature to learn about...and so many more. If you're not learning in the classroom you should be learning through your environment.

So back to the BIM--and I'm talking mainly about the Building Information Modeling concept of identifying cross-functional building issues prior to construction--needs to be better understood by marketers. Not only will it show respect for the industry and your peers, but it will also allow you to fully understand, prepare and succeed for the BIM future.

Risk Management

October's program for SMPS VA was titled "Risk Management: Managing your business risks" and was held by Barbara Sable, an equity partner and VP at Ames & Gough, a risk managment firm that specializes in the AEC (architecture, engineering and construction) industry.

The program was held at the Williamsburg Marriott to accomodate folks from the Beach, Richmond and Charlottesville. Ms. Sable focused on contractual and liability issues, although she did delve a bit into fraud/misrepresentation, warranties/guarantees and damages/red flags.

In my mind, of the important lessons from this program were her "4 Rules of Risk Management"

1. Responsibility to 1 party
2. Responsibility coupled with capability
3. Responsibility with authority
4. Realistic and reasonable expectations

This is a great rule set to follow when dealing with issues in our industry that can have exponential reprecussions. Take proposal management for instance. Often times you have inexperienced workers dealing with potential contracts (RFPs)--and often submitting those loaded with superlatives ("...the best..." "...top quality..." "...ensure...") and plugging in or having a manager's signature at the last minute just to "sign off."

It's one thing to empower your employees but if your firm operates in this method, make sure those employees understand the implications...or you could find yourself in dangerous water trying to justify the contractual language your marketing coordinator used with an angry client and a pack of blood-thirsty attorneys...

The overall lesson to take is that understand this: there is risk in everything. However, understanding said risk as well as the implications will allow you to adjust and manage to take necessary precautions to provide flexibility for you and your firm.