subject: Why Relationship Marketing is As Critical For You As it Was For President-Elect Obama [print this page] Why Relationship Marketing is As Critical For You As it Was For President-Elect Obama
I spent the last two weekends before the 2008 Presidential election in Florida, the state made famous by the 2000 "hanging chad" debacle. While there, I had the opportunity to witness first-hand the grassroots organization built by the Obama campaign. I realized then that Obama was a master at relationship marketing.
Relationship marketing is a form of marketing that focuses on customer retention and satisfaction, rather than the "make a sale" transactional marketing. Relationship marketing recognizes the value of keeping current customers, versus the cost of constantly trolling the waters for new customers.
In Obama's case, relationship marketing took the form of getting out the vote; specifically voters who fell within the target demographic, but who hadn't voted for years. In effect, these voters were "current customers" in that they were registered Democrats, but in past years hadn't made the relationship connection enough to cast a vote.
In 2008, the Obama team (at least the one I witnessed in Florida) used every campaign minute left to get out the vote; to encourage voters to take advantage of early voting, to give rides, to station attorneys in poor, rural areas where intimidation might be a factor. In most instances, the campaign was about reaching out person-to-person, not group-to-group.
So what's the lesson here? As consumers, we want to be treated as individuals, not numbers. The big wave of e-mail list marketing that took over the Internet the last few years is on its way out the door in favor of relationship marketing.
All an Internet marketer has to do is look at Twitter, FriendFeed, Facebook, et al, to realize that the holy grail of word-of-mouth buzz is being fed through one-on-one relationships.
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