This piece does not reflect any political bias for or against President Obama. This piece also neither condemns nor condones the Health Care Reform. As a matter of fact, this political piece holds no bias whatsoever and is purely focused on analyzing marketing strategies to specific demographics.Now that the disclaimer is out of the way, I would like to take a moment to analyze the most recent marketing campaign for the Health Care Reform. On March 11, 2014, President Obama appeared on the Zac Galifainakus show, Between Two Ferns. If you haven't seen it yet, I strongly advise that you watch it now:
The target audience for the current Health Care Reform campaign is young adults ages 18-25 years old. According to studies, this is the generation with the least amount of people carrying health insurance and the lowest income. Therefore, the Health Care Reform marketing campaigns have specifically targeted this group of adults in an attempt to enroll them into the Health Care Marketplace.
After the target audience is identified (young adults ages 18-25), the next step is to gear content towards the ideal demographic in a way that is both informative and engaging. This is where many marketing campaigns go adrift. Companies either pick informative OR engaging, but in order to be effective and generate sales, the two must be blended. For example, if you hire on a website design company, you expect that their own website will be interactive and visually engaging, while still providing the information you need to know about the services offered.
The same is true for the campaigns with the Health Care Reform. Prior to this outside-of-the-box marketing technique, the government focused on informative campaigns to promote the Health Care Reform. They didn't receive the response for which they were hoping. I'm not sure which marketing executive thought of the appearance on the Zac Galifainakus show, but whoever it was is a genius. The primary audience for this show is young adults (remember that ideal demographic for the Health Care Reform?).
In order to effectively reach his audience, President Obama had to play along with the rules of his marketing platform, i.e. he had to take a couple jabs from comedian, Zac Galifainakus. He understood the rules of the show and played along to keep the attention of the audience. When it came time for his Health Care Reform plug, he allowed Zac Galifainakus to make jabs and side comments, which eased the informational tone and still kept the show entertaining. Thus, President Obama blended both information and engagement during his Health Care Reform pitch.
That, above all, is the most effective form of marketing. Know your audience and create your marketing content to be both informative and engaging. Need help creating effective marketing content? Contact me for a free consultation.
