How Marketing Mindset Can Help Even Outside of Business
I just came across a 20-something marketing genius who is not in the business of business. He’s the Democratic Party Chair for Mecklenburg County, North Carolina (Charlotte and environs). His job is to make sure Democrats vote on or before November 5, 2024.
Regardless of your politics, you can learn a lot from Drew Kromer in this 22-minute interview with Substack pundits Robert Hubbell and Jessica Craven. A few of my takeaways:
- Understand your market, deeply. Kromer knows that his market is the roughly 500,000 registered Democrats in his county–and especially the huge subset that doesn’t tend to vote.
- Craft your messaging as a win-win. To get his army of 5000 volunteers(!!!), Kromer didn’t say, “please come out and canvas, work your butt off in all sorts of weather, get doors slammed in your face” or even “come out and canvas, for the future of the country and to protect democracy.” I’ve canvassed for candidates and ballot initiatives, and I’ve experienced both of those His pitch was, ‘Hey, we’re having a party and it’s really close to where you live, come on out, have a good time, and meet neighbors who share your values’ (single quote marks because I’m paraphrasing).
- Deploy resources where they do the most good. Kromer’s fundraising went into staff on the ground, a far more effective allocation than TV ads, which will not reach the typical unmotivated Gen Z voter who doesn’t consume much if any broadcast TV. A good ground game, where people are listening and talking and interacting with potential voters, is far more effective.
- Keep the bigger vision in mind. Kromer says that if Democrats win his county, they win North Carolina. And if they win NC, they win the race. He shared his vision of a commentator on Election Night, having the results come in, saying on-air “What the hell happened in Mecklenburg,” and calling both the state and the nation for the Dems.
