Mitt Romney is getting tired (or lazy) in Iowa!

This upcoming Presidential election will be my daughter’s first opportunity to vote.

Combine that with the fact that we live in Iowa, the caucus is upon us and she’s a registered Independent and you can only imagine the flood of mail and calls she’s received leading up to the caucus.

You know what all the candidates are thinking…. fresh meat!

So I was a little surprised and appalled at what front runner Mitt Romney sent her late last week.

Screen shot 2012 01 03 at 12 51 08 AM
The front of Mitt’s postcard to my daughter.  Understated would be a nice way to describe it.
The back of the postcard sent to my daughter. No real message or reason for her to lend him her support.

Now….I’m all for plenty of white space but come on.  Is this really the best that Mitt and his team could do?  Why bother spending the money at all if this is the effort you put out?

The marketing message is pretty clear here.  Don’t just spend money or send stuff out to be doing it.  Have a vision/goals and make sure your copy and design support those goals.

Shame on you Mitt.  You claim to be the candidate that will run this country like a business.  Well no business I know would waste their money on this kind of a direct mail campaign!

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25 comments on “Mitt Romney is getting tired (or lazy) in Iowa!

  1. “You are INVITED to vote for Mitt Romney.”

    Really? Could that copy be a bit more condescending?

    1. Scott,

      I know….I couldn’t believe it when I saw it. I was like “come on… a little effort, please?”


  2. Drew,

    This just made me laugh out loud.

    Um, no thanks.

    I’m voting for lazy (though you definitely can make a case for condescending.)

    So independents can vote in the Republican primary? Are both open primaries, or just on the GOP side?

    BTW, happy new year. May it be more-or-less political-ad free from here on out.

    1. Daria,

      It make me shake my head. I think about the investment in printing and mailing all those postcards for what you and I both know will result in no action or change of opinion.

      I believe she would have had to declare herself a Republican to participate in the caucus but I suppose the strategy is to go after the new voters who haven’t affiliated with a party and try to woo them. She got a lot of mail from the candidates overall. So it must be a common thought among them.

      Happy New Year to you too. Only a few more months before Spring training….


  3. …as if your daughter needs an invite to vote. I agree with Scott: Condescending.

    To me, this isn’t just a waste of money and proof of a lack of business acumen, but offensive. Thanks for sharing, Drew.

    1. Dawn,

      I didn’t take it quite as condescending as you guys did, but i sure see where you’re coming from. I just took it as really bad business, to your point. And I find that disappointing from a candidate who touts his business like outlook. Although to be fair, I am pretty sure Mitt never saw these postcards.

      I’m sure it was some 22 year old flunky who clearly needs to re-think their career choice.


  4. Thomas Bulwark says:

    Interesting… I’d chalk that one up to a committee. When a committee can’t agree on awesomeness you get BLAH…

    1. Thomas —

      Either that or some poli-sci major who was left unattended for too long!


  5. In a world where little, if anything, is unique, bars of soap, rock strats, motor cars and politicians are all commodities. It is branding that intjects values, life and meaning into objects, products, service and, yes, PEOPLE running for public office.

    It seems that Mr. Romney has forgotten the age-old practice of politics through branding –> “you’re invited to vote for…” alas, much sound and fury, signifiying nothing!

    He needs a good marketing/PR team!

    1. uhh… rock stars… not rock strats!

    2. Renee,

      As we have been bombarded here in Iowa for the past couple months, I could not help but notice that most of the candidates could use some sound marketing advice. They tend to shun agency folks and go with campaign consultants who have dabbled in marketing back in their college-aged days. The problem with that, of course, is you’re going to end up doing it just how everyone else did. And to your comment — without really understanding how to build a brand.

      It’s sad.


  6. So, is there any benefit to voting for this guy? Or does he just assume that when his opponent is synonymous with some horrendous effluent (Google Santorum, or don’t), all you need to do is remind voters to turn up?

    That said, this does have a bit of an understated style compared to the desperate leaflets we get around elections in the UK.

  7. Alec says:

    Great visuals, Drew.

    Way to catch red-handed a lazy Republican politician condescending to us.

    Unbelievably pompously arrogant. Can one believe this guy will do anything but scratch fat cat backs if he gets to Washington?

    He won’t have the time of day for those who voted for him.

    1. Thanks Alec,

      As we’ve both seen in our careers — truth is funnier (or more odd anyway) than fiction. I couldn’t make this postcard up.


  8. Kneale Mann says:

    You mean hammering people with unsolicited messages that don’t outline the benefits to your cause, product or service is a bad strategy? Hmm, I think you may have just unlocked the secret of the mult-billion dollar direct mail industry. 😉

    1. Kneale,

      You and I are going to be rich my friend! But shhh, don’t tell anyone the secret!


  9. Fevi says:

    This really interests me a lot…Thank you for letting us know about this…Great job then…

  10. Mickie says:

    I know a lot of people will react with this and you can count me in…This is really shocking!!

  11. Direct mail can be a very powerful way to make a one-on-one connection with your audience. Examples like this are a shame, especially when some quick and concise copy, paired with a compelling image could have made a huge difference. We help our clients from start to finish – including giving them some pointers on copy, design and other elements of successful direct mail. Not everyone is an expert, but everyone wants results. We bridge the gap by providing insight gained from years of helping clients develop highly successful campaigns.

    1. Hi Desiree,

      Direct mail, like any marketing channel, requires some thought, originality and effort. Clearly this postcard lacked all three. Whether a company does that work on their own or hires someone like you guy s– someone has to do that heavy lifting or the results will be disappointing at best.


  12. Carrie says:

    Thanks for letting us know about this…Great job then!!

  13. Celeste,

    That’s probably the real question. Why invest the money at all?


  14. Shirah says:

    I am not that quite familiar with this information but thanks for the post you shared us here…

  15. Jezziel says:

    Hi…Thank you for being so generous to us…This is one of the ebst!!

  16. Hanna says:

    Let’s just wait for the elections.

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