Most people are commenting they will just be happy when the ads finally stop! It was a commentary from a radio reporter covering the final hours of campaigning in the Iowa caucuses that could very well determine the next president of the United States. The candidates are pulling out all the stops and spending tons of money on radio and elsewhere trying to convince every one of their supporters to come out and vote.
As CNN.com wrote, "After countless visits, dozens of policy speeches, more than $40 million in advertising, and months -- if not years -- of building statewide political operations, the battle for Iowa comes down to one simple reality: The Republican and Democrat who turns out the most supporters wins the day."
But, according to the radio report, many likely voters were more fatigued on the information overload of ad after ad bombarding them than the real issues at hand. It was even stated that candidate Mitt Romney spent somewhere around 6 million dollars alone in the state, which equals about $12,000 a vote, based on possible voter turn-out. So what is going on here?
A national political race has always generated a ton of advertising, so this is nothing new. We all expect to hear and see the ads stating a candidates position or making an attempt to re-position an opponent. But with all the likely choices for this race; with all the issues that are happening today; and with all the buzz of how important this decision is for the U.S., why would someone say, "enough already! Just shut up!?"
Marketers have used basically the same formula for years and years when advertising a message in mass media like radio and television (political campaigns and candidates too). You want to own a position with as many people as possible to persuade them to do something, buy something, believe something, or whatever. Many ads are ran to persuade you and everyone else to make a decision about that product, service or person (to buy it!). It's rare that someone gets it by hearing it just once, so there must be repetition of the message.
Many people have tried to calculate the correct amount of commercials it would take to persuade you, but in reality, no one knows for sure. Now you know why advertisers and political candidates air as many commercials as possible. There will be a quiz tomorrow (just kidding).
But according to research firm Basex, "information overload" will be the 2008 "Problem of the Year." Maybe we are seeing the early effects of this opinion starting already with the first of many days in the new year to come...?
As you get Tuned In today, consider this idea. I believe that frequency does work, because it's proven time and time again. It may not be on the radio or TV, but a message from a friend or co-worker, a family member or a post on your favorite site or blog. The key is not just the frequency but having the right message that speaks to the experiences that are personally relevant, memorable, sensory, emotional and meaningful to you/us.
The old days of just talking to hear our voices are out and the day has come when you or anyone will only get noticed if you really have something meaningful to say. You have to create activities, scenarios, feedback, storytelling, simulations and interaction that enable someone to explore, have fun, and see for themselves the value of you and/or your product.
The problem with this political race is not the frequency of advertising adding to an already crowded information highway. The problem is that the candidates are still advertising to you with the wrong message because they only see a segment of the population who votes instead of people who have real problems, big dreams and immediate concerns that doesn't always fit in a campaign slogan.
If they were only Tuned In, you may turn on the radio and hear someone truly talking to you, listening to your needs, and then really acting on it. But in a way that allows you to have some control over that interaction, the engagement and be more in touch. The campaign reminds me of a quote I read recently stating, "When all think alike, no one thinks very much."
Hopefully, our future president will get Tuned In before it's time to make a final vote. The good news for now is that it will be safe to listen to the radio again for a few months without saying, "Just shut up already!"
Sammy Simpson is a marketing specialist, motivational speaker, aspiring author, consultant, and communication expert. He invented the Human Audio Programming (HAP) technology, which is based on techniques from several areas including psychology, a 20-plus year broadcasting/communication career, Neuro-linguistic programming (NLP) and his own life lessons.