Yes unlike one of my recent political posts, this one will focus on marketing even though this one stars the same subject from that other post. As Jonathan Martin wrote in his blog last week, Romney drops first contract mail piece and it is quite a doozy. Now before you jump over me, I'm really going to steer completely away of making comments on whether Romney's position has changed or not or what my personal view on the subject is. What I'm going to focus on is why I think his direct mail piece is in poor taste from a marketing perspective. Here's why:
- Here's a copy of the direct mail piece which contrasts Romney's immigration views with McCain, Huckabee, Thompson, and Giuliani. The contrasts go as far back as 1996.
- Romney in an interview with National Review's Byron York says this in a responses to questions on pro-life and stem cell, "I’m not sure what your question is,” Romney said, growing visibly irritated. “I changed my view. Is that so difficult to understand?”
- As you can see from these two YouTube videos, one which is a TV ad showing Romney's changing pro-life stances since 1994 and and the other is the actual debate click going back to 1994 in case you wanted to see more for yourself and don't want to trust the ad.
Now again steering clear of the issue (can't get more politically charged than that one), this direct mail is in poor taste. If a politician wants people to believe a view they had has changed, then why is it fair to go after other candidate's who may have had shifting views too? Negative ads work and have been working in this country since the very beginning (probably excluding Washington's runs for President), but when someone wants to ask for people to understand they have shifting views, shouldn't the same courtesy be extended to others? At least show a little decorum and focus on recent events instead of going back many many years. How about just comparing why one candidate's plan for immigration differs from others? Why not contrast the different plans or recent quotes?
I'm sure the game that is being played out is that the vast majority of people receiving that direct mail piece from the Romney campaign have not read the plea for understanding that was written in The National Review. Negative campaigns and heavy hitting ads can be done right, but I just think a little integrity can be shown once in a while especially when one candidate wants some of the electorate to show a little understanding.
So often the 2008 Republican candidates like to compare themselves to Ronald Reagan. However, based on Romney's plea for forgiveness and follow-up contrast direct mail, he clearly violated Reagan's via Gaylord Parkinson (I think) 11th commandment "Thou shalt not speak ill of any fellow Republican." We Republicans can do a lot better marketing than this.
PardonMyFrench,
Eric
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