Comments
Big bucks campaigning not what it's cracked out to be
2010-01-24 10:28:57
There was a moment during Barack Obama's multi-squillion-dollar presidential campaign when his team realised they had so much money in the war chest that they bought a mass of advertising they probably didn't need.
That is one 'problem' unlikely to affect the Labour Party this year. Whereas American campaigns always seem to do it bigger, if not always better, in Britain there are both legal limits and, this year in particular, more significant financial constraints which mean this is certainly not a 'money no object' campaign for Labour.
Yet already this year there has been a good example of how money does not always buy political advance, and how a bit of creative thinking can undo the best of expensive intentions by your opponents.
Thanks to Lord Aschcroft and the Belize billions, David Cameron's Tories do not have to worry as much as Labour about where the next poster or glitzy launch is coming from. But if I ask you what you remember of Cameron's New Year glitzy poster launch, the chances are you will remember the row over the airbrushing of his face; or as you are a creature of online political consumption, you might remember the many and often humorous touched-up versions which did the rounds; Cameron with Thatcher's hair was one that stuck in my mind; others which turned his now forgotten strapline into a reminder of his policy on inheritance tax, or the Tory record on the NHS.
Some, of course, will remember the basic message that the Tories were trying to put over, which was that it was time for a change. At least I think that's what it was? No, hold on, weren't they saying they could be trusted with the NHS? I can't remember. But even if some of you can, and even if you absorbed the message as intended by the poster designers, you'd be hard pressed to say they got a good bang for their buck.
Given the imbalance in spending power between the parties, we should expect more big Tory waves of poster and press advertising. But the shaky start, and the seeming public desire to dismiss and contaminate such advertising, means they will have to come up with something sharper and clearer if they are going to get their message through.
Of course part of their problem is lack of agreement about what the core message should be, which is why they tend to come back to the rather lazy and over-assuming 'time for a change.' It is clear that the public want to hear more from the Tories about what they would actually do in power, but the more they hear, the less they seem to like it, which puts Cameron in a difficult Catch 22.
There always was an argument in campaigns about the relative advantages of press, poster, high profile events, leafleting and local campaigning. I think the local campaigns are going to be more important than ever. There too the Tories have a big advantage in terms of the cash allocated to this. But where local Labour parties are well organised, well led and able to enthuse young activists to get involved, they have shown the value of face-to-face campaigning.
I think we sometimes learn the wrong lessons from Obama's campaign. It is true he used the internet brilliantly to raise money, spread the message and rebut his opponents' attacks. But above all his campaign team used the internet to turn neutrals into supporters, turn supporters into activists, then empower those activists to fight the fight at street level.
You need some money to run that kind of operation. But not as much as you need for a poster campaign. And as Cameron has already discovered, glossy poster campaigns are not what they were once cracked out to be. In the world of modern campaigning, in the era of 24-7 media, paradoxically the old-fashioned door to door, face to face stuff is what is needed more than ever.
PS -- I must for the first and probably last time in my life thank the Mail on Scumday this morning for making my new novel, Maya, sound like a raunchy sex romp. There is in fact only one real sex scene in the book - and you have to get well past page 300 for that - but I reckon a few MoScumday readers will have ordered it on the back of the paper's 'political editor's' testosterone-charged account.
They have even found a real-life Maya - a former TV presenter they somehow manage tenuously to link to Gordon Brown - and a lovely photo of her in a figure-hugging red dress.
Amid the pop psychology which somewhat tortuously tries to link the book to Tony Blair's appearance at the Iraq Inquiry - don't ask, it would take too long to explain - they draw comparisons between me and the novel's narrator, Maya's best friend from school. For example, we both support struggling football teams in claret and blue. Well, that would be Burnley for me and .... er ... Chelsea. We know most Scumday journos can't write. But clearly some can't read anyway.
And no, I did not buy a copy of the paper. The publishers saw it online and pinged it over. For heaven's sake don't anyone buy the rag. Buy the book. 'Steamy and intriguing' (Mail on Scumday)
And to go back to the fundraising theme, stand by for a special offer we are launching here soon using The Blair Years to raise money for the Labour Party.
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The shrinks awaitPublish date: 2009-06-10 09:44:16
As Obama fights for healthcare, let's celebrate the record herePublish date: 2009-06-09 12:52:55
Anger at BNP seats must be turned into activismPublish date: 2009-06-08 14:11:10
Can today be as frenzied as Friday?Publish date: 2009-06-07 10:31:04
Take heart from a win in LambethPublish date: 2009-06-06 18:46:40
JP is right there was no proper campaign but Tories still weakPublish date: 2009-06-05 13:47:20
Do we care more about the NHS or moats?Publish date: 2009-06-04 00:21:23
Guardian of social justice or attention-seeker?Publish date: 2009-06-03 10:19:33
Who says Britain can't deliver the best?Publish date: 2009-06-02 08:08:38
Mainstream has a duty to vote against BNPPublish date: 2009-06-01 11:03:29
Let Diversity inspire a vote against the hate-filled BNPPublish date: 2009-05-31 12:24:20
White House whack at UK media well-timed but sure to be ignoredPublish date: 2009-05-30 13:41:00
Elvis has a plan to make MPs King againPublish date: 2009-05-29 12:09:44
At least there's a campaign on in ItalyPublish date: 2009-05-28 09:04:32
A blow to gay rights and a boost for Cameron's short-termismPublish date: 2009-05-27 11:27:41
It's my blog and I'll be a big kid if I want toPublish date: 2009-05-26 23:25:58
Highs feel better after so many lowsPublish date: 2009-05-26 10:13:12
Only one present countsPublish date: 2009-05-25 11:05:46
Contrast Cheney and BushPublish date: 2009-05-24 12:11:45
Sex (or at least the female form) obsessed BritainPublish date: 2009-05-23 20:49:57
Sport at both ends of the financial spectrumPublish date: 2009-05-23 09:57:23
Stronger together - whether Scotland or expensesPublish date: 2009-05-22 10:22:36
Back to Number 10, familiar faces, familiar argumentsPublish date: 2009-05-21 10:14:34
Speaking up for ParliamentPublish date: 2009-05-20 11:44:17
Peace in the Middle East - yes he canPublish date: 2009-05-19 09:37:35
Breaking news - one frenzy at a timePublish date: 2009-05-18 10:34:30
Getting a good look at Vince CablePublish date: 2009-05-17 09:36:55
How do you solve a problem like Silvio?Publish date: 2009-05-16 09:32:21
It was the internet wot won itPublish date: 2009-05-15 10:04:57
There now follows ... a good whack at CameronPublish date: 2009-05-14 17:21:28
They got their kit off - so you get your cash outPublish date: 2009-05-14 07:41:11
Expenses row must not obscure Tory intentions on minimum wagePublish date: 2009-05-13 16:12:08
We love you Burnley, we do ... what a nightPublish date: 2009-05-13 02:37:17
A tweet cannot express the wonders of TGVPublish date: 2009-05-12 08:48:31
It's Mind week - Get it off your Chest with me and Stephen FryPublish date: 2009-05-11 06:29:15
Hate the Mail, love ObamaPublish date: 2009-05-10 10:04:00
Burnley 1 Reading 0 - a biased reportPublish date: 2009-05-09 21:26:32
MPs expenses - time for party leaders to meet againPublish date: 2009-05-09 09:50:19
Should happiness replace prosperity as national goal?Publish date: 2009-05-08 08:43:23
Musings from a sleepless nightPublish date: 2009-05-07 07:33:49
Darren Fletcher - an injustice that has to be rightedPublish date: 2009-05-06 09:52:29
Maggie's legacy not as great as she thinksPublish date: 2009-05-05 08:33:02
Here's hoping Cardiff is metaphor for CameronPublish date: 2009-05-04 09:38:30
More Mr Benn and Co pleasePublish date: 2009-05-03 10:03:00
Going Fourth with JPPublish date: 2009-05-02 18:25:41
Journalism - print first, think laterPublish date: 2009-05-02 09:10:01
In praise of two poetsPublish date: 2009-05-01 10:26:36
JP hits the road againPublish date: 2009-04-29 18:52:11
My night with Eddie IzzardPublish date: 2009-04-29 10:53:25
Explaining the 50p top tax ratePublish date: 2009-04-28 09:22:53
George Best and Martin McGuinnessPublish date: 2009-04-27 09:02:35
Cameron confused over indepdendence and impartialityPublish date: 2009-04-26 12:20:56
Guide ro Marathon running part 2Publish date: 2009-04-25 11:01:34
Good signals on coal and the OlympicsPublish date: 2009-04-24 10:45:28
Tips for the London MarathonPublish date: 2009-04-23 17:29:27
Missed the Budget, saw why it matteredPublish date: 2009-04-22 23:09:31
Football good, politics bad. AllegedlyPublish date: 2009-04-22 00:00:24
The Great Wall gets greaterPublish date: 2009-04-21 09:55:22
Two sides to police storyPublish date: 2009-04-20 11:39:54
Budgets, Balls, billionaires and Susan BoylePublish date: 2009-04-19 12:31:45
Do muscles have memories?Publish date: 2009-04-18 09:44:44
Bring back standing at footballPublish date: 2009-04-17 14:50:22
When Facebook friends fall outPublish date: 2009-04-16 12:29:16
Guardian sightings and the email and bath plug agendaPublish date: 2009-04-15 11:32:16
The spin is all in the prismPublish date: 2009-04-14 09:22:41
A setback, not a crisisPublish date: 2009-04-13 12:55:19
The real lessons from Damian McBridePublish date: 2009-04-12 10:49:47
Will English always be the dominant language?Publish date: 2009-04-11 10:02:02
On the pipes and what makes a ScotPublish date: 2009-04-10 11:06:20
John Prescott lazy? NO WAYPublish date: 2009-04-09 09:11:31
David Frost is seventyPublish date: 2009-04-08 08:48:38
The Speaker, BBC2, tonight and tomorrow 8pmPublish date: 2009-04-07 14:25:31
Obama, colds and being woken by Korean missilesPublish date: 2009-04-06 11:59:24
When a call matters more than protocolPublish date: 2009-04-05 11:33:42
Green Cities Champions LeaguePublish date: 2009-04-04 10:19:53
Could Cameron have delivered the G20 deal?Publish date: 2009-04-03 10:11:59
Of Benn and BonoPublish date: 2009-04-02 08:21:16
Memo to Sarko - allez vite a LondresPublish date: 2009-04-01 08:46:17
Happy April Fool's DayPublish date: 2009-04-01 01:44:05
Eurostar, Le Monde and a thought for the G20 sherpasPublish date: 2009-03-31 09:17:22
Why Kevin Rudd made an impactPublish date: 2009-03-30 10:24:41
Pre-G20 hype matters less than post-G20 processPublish date: 2009-03-29 13:17:28
The Damned UnitedPublish date: 2009-03-28 10:37:04
A hobby horse, a plug and a bit of sportPublish date: 2009-03-27 10:22:23
Cloughie - he had a lot to be big-headed aboutPublish date: 2009-03-26 09:38:36
A sad sight of the old fearing the youngPublish date: 2009-03-25 17:03:07
Post-modern, post-structural, or bullshit?Publish date: 2009-03-25 08:18:02
Learning the right lessons from ObamaPublish date: 2009-03-24 08:53:15
Lazy Dave needs to keep an eye on lazy KenPublish date: 2009-03-23 11:16:14
Farewell favourite restaurant, hello hometownPublish date: 2009-03-22 08:18:09
Dave, Danny and have the Tories really changed?Publish date: 2009-03-21 08:55:13
Life beyond Dover ...Publish date: 2009-03-20 10:11:21
My friends in The New Statesman - Fergie, Fiona, Tony, Sarah, Kevin, 'Dacre,' and a great GB idea for the G20Publish date: 2009-03-18 10:38:22
Iraq, Iran, GB, Obama and diplomatic chessPublish date: 2009-03-17 10:07:13
The Age of StupidPublish date: 2009-03-16 08:27:13
Is all change good?Publish date: 2009-03-15 10:00:06
The pressure of being a post-modern sex godPublish date: 2009-03-14 10:00:55
Cameron still hasn't sealed the deal with businessPublish date: 2009-03-13 09:21:49
Stand up for social workersPublish date: 2009-03-12 08:31:17
Surely Malcolm Tucker could have told Armando Ianucci ... You can't spin a spinnerPublish date: 2009-03-11 10:58:25
Start of a new approach from Labour?Publish date: 2009-03-10 09:54:12
A peace process still strongPublish date: 2009-03-09 08:21:05
Day of destiny for the real footballer of the yearPublish date: 2009-03-08 09:21:06
Private advice to Peggy Mitchell - the leaked note in fullPublish date: 2009-03-07 08:17:21
Boris, the Tories and the tummy-tickling poodle pressPublish date: 2009-03-06 09:49:37
A day in the life of the self-obsessed TV reporterPublish date: 2009-03-05 07:55:47
GB - good speech, well deliveredPublish date: 2009-03-04 19:31:05
Notes on the environment, a role in EastEndersPublish date: 2009-03-04 10:58:56
She may be my 'wife' but it is time to rebut!Publish date: 2009-03-03 10:52:59
Some speeches matter more than othersPublish date: 2009-03-02 12:04:45
Mental health and the Carling Cup FinalPublish date: 2009-03-01 09:08:17
Inside the chocolate factoryPublish date: 2009-02-28 10:23:59
GB on the G20, JP on Jeremy KylePublish date: 2009-02-27 09:14:36
Charity and the credit crunch, please give generously!Publish date: 2009-02-26 08:55:12
Why oh why are the Tories not home and dry?Publish date: 2009-02-24 09:44:59
Me, Dermot and ten top songsPublish date: 2009-02-23 10:02:19
Names round-upPublish date: 2009-02-22 08:43:39
What's in a name?Publish date: 2009-02-21 09:58:14
Editing the New StatesmanPublish date: 2009-02-20 11:42:36
Salute Peter M’s proper use of the F wordPublish date: 2009-02-19 09:58:58
Labour's communications challenge for the NHSPublish date: 2009-02-18 10:34:39
In praise of KeighleyPublish date: 2009-02-17 14:33:57
A night at the EmiratesPublish date: 2009-02-17 00:06:51
When marriage is testedPublish date: 2009-02-16 13:36:35
Spare me the myths and the whiningPublish date: 2009-02-15 13:29:50
Dave Cameron - is that all there is?Publish date: 2009-02-14 11:11:55
Boris Johnson: F is for ...Publish date: 2009-02-13 07:55:10
The Cameron vacuumPublish date: 2009-02-12 14:48:33
Lincoln, Obama, Blair and the 24 hour media culturePublish date: 2009-02-11 10:28:47
Eighteen interviews later ...Publish date: 2009-02-10 19:24:45
Time to talk about Time to Change on NewsnightPublish date: 2009-02-09 22:47:49
So that’s what they mean by online community?Publish date: 2009-02-08 12:12:51
First blogPublish date: 2009-02-05 15:23:57
Patrick James
2010-01-24 16:57:40I agree that the Internet is a good place for campaigning. I don't think the style of campaigning by the Democrats for Obama suits the UK. People in the UK don't get enthusiastic about politicians. We need a much more down to earth kind of campaigning on the Internet.
One idea I had is that a group of 20 completely random people could be invited to question Gordon Brown on policies, or whatever they like. This would be filmed for 1 hour and put on YouTube. The invited would need to be screened for security of course. In fact I think they should record this once a fortnight during the election campaign.
I think Gordon Brown would handle that very well. It would chime with the new media idea of democracy where ordinary people become famous for 15 mins on reality TV shows. It would be a modern version of John Major's soap box.
After the session with Gordon Brown the invited people would have the opportunity to give their own impression of the meeting in private to camera. Each of these would go out as a separate YouTube video.
It is true that with random selection you will get some very difficult people perhaps. BNP members, or people who just want to scream out a string of expletives for 1 hour. However I think that it would actually be good if there are some of these people because it would demonstrate a that the audience is random and the difficulties they present would become a talking point.
Stephen
2010-01-24 14:58:11"There was a sigh from the back of the room".
"They'd heard enough".
"It was the same old story, over and over again".
"Same old, same old".
This thing was sliding into the ocean. People knew that the opposition were no better, yet they yearned for change. Not change of the government necessarily, but change - any change! So we ended up voting in a Tory government, just because the other side wouldn't offer positive vision for change "I mean, it was in their hands, yet they dropped the ball. They dropped it big time".
Is a steady ship ever radical? Do the labour party need to be radical in order to remain in power? Does radical have to be expensive? Was Tony Blair, "Radical" - yes.
Will he be remembered in history - Yes. Will Gordon Brown?
olli issakainen
2010-01-24 12:05:00It seems that almost all the parties have now borrowed the change theme from Obama. As far as I know, Obama´s internet campaign was success because it treated voters as citizens instead of consumers. His camp had read their Richard Sennetts.
Ps. I hope that Britain will not get the best Parliament money can buy!
Henry
2010-01-24 11:52:52Quite so, let the Tories waste their money on silly posters. What really matters is great campaigning at the local level (which, sadly, Labour is often pretty bad at).
Hannah Collinson
2010-01-24 10:55:43I was an activist for Obama and what we managed to do was tap into the zest and energy he exuded. He inspired us to get involved. We inspired others to join us. Then the campaign taught us how to campaign. I now live in London, a city I know well because we spent part of my childhood here. I worry that there is not the same enthusiasm for any of your parties or leaders. Obama was a phenomenon that unleashed a kind of new energy, a bit like Blair I guess. You're right that online is where this kind of thing has to take shape now
Harry Pearson
2010-01-24 10:52:35why you making your narrator support Chelsea? What's going on? He'd better not come out well from it
Quietzapple
2010-01-24 10:37:27Sunday Maul, Alastair, don't sully sunday beyond the disgrace of the billionaire press please.
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