Learning From The Politicians

Arbitron, Pandora, Edison Research and Ando Media are all playing "the game" well, right now.

What can you learn from it all?

1. Negative Advertising

• Show a meaningful comparison or reinforce existing negative opinions of your opponent (“proving someone’s dislike”)
• Use no unwarranted personal attacks
• Use humor to soften the blow
• Use candidates’ own words to associate them with negatives (you must aggressively monitor your competitors to do this)
• Use a “High/low” approach - talk about your positives while you attack a competitor’s position

2. Position Your Opponent Before He Positions You

• Don’t ignore a new competitor; they’re going to be noticed as soon as they start to market; act first
• One of the most powerful attacks for a new competitor is to hang the old/out of touch handle on you
• Respond rapidly. Unanswered advertising works (see don’t ignore new competitor)
• Whoever quits marketing first will suffer (Ross Perot was considerably stronger where he continued market after others quit)

3. Steal Their Issues

• Steal anything they do that is good
• Muddy the waters
• Shade the product towards the attacker to dilute their uniqueness

4, Conduct Opposition Research

• Dig up facts on competition; not only is it fodder for attacks, it helps foster an understanding of where they are likely to go
• Monitor everything they do

-- Larry Rosen, Edison Media Research, Applying Political Strategies to Radio (from a 1996 presentation to A&O's Pre-CRS client seminar)