Winning the Political Game…and Winning Customers
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Transcript of Winning the Political Game…and Winning Customers
Winning the Political Game……and Winning Customers
Objectives for this workshop
• Understand how to win
• Politics is Marketing and vice versa
• Tactics you can use now
The Political Status Quo
• 2013 – Georgia, Colorado
• Kansas
• Utah (x 2)
• Tennessee
The National Picture
• Google Fiber raises consciousness
• Telcos abandoning services
• Comcast/Time Warner Merger
Broadband Political Realities
• 19 states with restrictions
• ALEC playbook for muni networks
• State legislatures
• Local politics and politicians
Readiness Is All
• Know your constituents
• Know the political process
• Create the message
• Execute the campaign, deliver
the message
Needs Assessment Key
• What do constituents have
• What do they want to do, but can’t
• What are the benefits of getting
what they want
Executing Needs Assessment
• Main stakeholders
• Meetings and more meetings
• Surveys
The Power of Needs Assessment
• Take away incumbents’ tactics
• Define technology requirements
• Paint picture of benefits
• Motivate the masses
Gotta Know Rules, the Playas
• Know how a bill becomes law
• Know your legislators
• Understand local process, who’s who
• Neither personal (most times) nor partisan
Understand How Lobbyists Work
• 15 minutes, 2-pages
• Staff vs legislators
• Educator
• Access
Working the process
• Preemptive is better
• Bring constituent pressure
• The art of the deal vs the hammer
The Message
• Consistent core points
• High impact, high emotion
• Tell a story, tell it well
• Go for the close
Messaging Rules
• Consensus on the goal
• Just the facts, ma’am
• You are the light
• Helps to have a villain
• You are constituents’ voice
Executing on the Message
• Keepers of the message
• Everything that moves, breathes,
faces the public
• Schedule, coordinate, execute,
gather feedback, repeat
Communicating with Politicians
• Consensus vs conflict
• Line up allies
• Two tiers of communication: you,
constituents
• Communication is relentless