Herman Cain Marketer of the Year?

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Until mid-summer, Netflix had to be a shoo-in for 2011 marketer of the year honors. But its elimination from competition came about as swiftly as Herman Cain’s rise into contention.

Unlike Barack Obama, who took similar 2008 awards from MediaPost and Ad Age, Cain may not win the White House -– or even the Iowa primary in January -- but he’s got to have editors thinking as they evaluate prospects over the next weeks.

Cain has proven himself nothing less than a master at crafting a public image and using the media to build extraordinary support, somehow climbing into the conversation as a co-frontrunner with Mitt Romney for the Republican nomination.

He’s become a sort of modern-day Ronald Reagan, emanating sunniness and optimism that resonates in a bad economy. When a tough question on “Meet the Press” or during a debate comes his way, he’s got a way of deflecting the matter with a sort of why-are-you-picking-on-the-underdog tack that yields some sympathy. A great smile will do that.

He’s also cleverly created a micro-brand in “9-9-9,” his tax plan that people might not know much about, but seem to like anyway. (Hey, nothing else is getting the economy going, so why not go with something that sounds like a lottery play in more ways that one.)

Amid a crowded field, “9-9-9” has given Cain an easy-to-remember largely positive identity. That's about the goal of every marketer.

Cain, the former CEO of Godfather’s Pizza with experience as a radio talk show host, has also shown an ability to get more for less. He doesn’t seem to be wasting his time shaking hands in Ames or Concord or speaking to front-porch gatherings of old ladies claiming to be swing voters.

He’s accepting just about every interview request he gets, which gives him wider reach and doesn’t cost anything.

Marketers these days speak about running three-pronged campaigns with earned, owned and paid media. The ideal would come from success with only the earned (favorable media coverage) and owned (attention-grabbing social media gambits). Neither costs much and saves on pricey TV spots.

Cain has put together a solid playbook. His PR success has moved him up the charts, which has brought in more campaign donations, which has allowed him to launch a national radio campaign this week on the Rush Limbaugh program.

And, he’s found success with one of the hardest marketing stunts to execute -- viral video.

A recent bizarre YouTube ad featuring chief of staff Mark Block, who is clearly unpolished in front of the camera, has him offering bland political rhetoric somewhat haltingly: “I really believe that Herman Cain will put united back in the United States of America and if I didn’t believe that, I wouldn’t be here …  we need you to get involved because together we can do this, we can take this country back.”

Then, his confidence seemingly soars as he takes a puff of a cigarette before a photo of the smiling Cain appears on screen. A viewer is shocked enough that it’s difficult to watch just once. 

Block says he’s doesn’t support smoking, but it’s his option. As for the ad, he reportedly told CNN’s Erin Burnett that it reinforces that Cain is a “man of the people” and “it resonated with the VFW people in Iowa and other people across the country.”

Nonetheless, besides Burnett, it has the media – including late-night comedians – talking, which means more free media as part of the Cain virtuous cycle.

In most years, it’s fair to say, voters would dismiss an ad highlighted by a cigarette drag as the mark of an unfit candidate. In the uncertain 2011, Cain, however, may have found another way to light a fire under people.

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0 comments on "Herman Cain Marketer of the Year?".

1. Mark Walker from aka Media Mark
   

   commented on: October 28, 2011 at 5:58 p.m.
   Marketer of the Year for the Tobacco companies?
2. Mark Walker from aka Media Mark
   

   commented on: October 28, 2011 at 5:59 p.m.
   Man of WHICH people? "If you don't have a job and you aren't rich- it's your own fault!"
3. Thomas Siebert from DIGITARIA
   

   commented on: October 28, 2011 at 6:52 p.m.
   Great piece.
4. Douglas Ferguson from College of Charleston
   

   commented on: October 28, 2011 at 8:45 p.m.
   So what if his chief of staff smokes? If Obama can sneak a cigarette, it's no big deal, right? It's fun to watch the NYT step up their attacks on Cain. The media always let you know whom they fear.
5. Juergen Storp from Initiative Media
   

   commented on: October 31, 2011 at 4:49 a.m.
   Is this a media column or a political one? Can you try to hide your fandom for almost any Republican candidate at least a little bit?
6. T Y from Freelance Producer / DP
   

   commented on: October 31, 2011 at 8:32 a.m.
   I agree that Mr. Cain is a great marketer of himself. He is able to smile and awe-shucks himself to the current lead for the nomination. His actual performance is something else. After 10 or so years at Godfathers Pizza, sales remained flat. Then he went to DC to become a lobbyist. That job may not help his career in the long run especially if any of the accusations of improper sexual advances prove true. He managed to avoid combat duty during Vietnam so obviously he is qualified to be a Republican. Upon listening to his on-air radio show many times, I found him to be extremely ill-informed yet highly opinionated. But yes, an ability to market himself to date is noteworthy.
7. Dori Schwaiger from TopHealthSpot.com
   

   commented on: November 2, 2011 at 8 p.m.
   I think Herman is doing so well because true conservatives are looking for a real candidate. Honestly, if Perry did this, in my opinion he is toast. I think at this late date Republican contenders do not need to be giving each other the dagger in the back. I know they are competitive, but this is hedging on absurd and they need to follow Newt's lead and get down to the real business at hand. The folks in the White house are laughing at this. Come on people...get it together or we are in for another 4 years of sheer hell!

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