BILL BERRY: Bottle Rockets

We find ourselves struggling to wrap our minds and arms around how to elect candidates and get ballot measures passed in an age when traditional marketing techniques work less and less.

We're working on the fundamental issue of how to get our clients remembered by the voters on Election Day.

In our minds, 2004 was the first time that the best and most effective political marketing and communications were NOT done by political consultants., the Swift Boat Veterans, Michael Moore, Outfoxed -- they presented Big Ideas to voters and they out-thought the political professionals, including us.

The average American is bombarded with 4,000 marketing messages a day.

With 200 cable television stations, broadcast TV, radio, satellite radio, TiVo, billboards, newspapers, bus shelters, direct mail, magazines and the Internet all occupying our time, it is no wonder that so much money must be spent simply to get our attention. Microsoft, McDonald's, Nike, the Red Cross…thousands of companies spending billions of dollars trying to get 3 seconds of your attention. Communicators are getting desperate.

How desperate? Take a look at Snoop Dogg, an admitted pimp, pornographer and drug user. He is the spokesman for four Fortune 500 companies...


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