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The Ted Cruz Campaign’s Marketing Blunders
By: Cindy Wendland
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Ted Cruz is a junior senator from Texas. He is a Republican candidate for President in the 2016 election. He just made a major marketing blunder in his campaign. He sent an election violation mailer to the people of Iowa calling out their voting violations. How much will it hurt his campaign?

We can’t seem to stop comparisons. We compare ourselves to our neighbors with our houses, our cars, our children’s activities, our successes. Our marketing campaigns compare our brands to other brands. Apparently, strategists behind the Cruz campaign felt we would all be interested in how we compare to our neighbors with our voting habits.

The Iowa caucus is a little confusing but does determine the Republican delegate positions. The election violation mailer is an effort to increase voter turnout and increase votes for Cruz, but people on the fence jumped off of supporting Cruz. The mailer told people they had violations for voting while nothing like that actually exists. The political process is confusing enough as it is without some fabricated violation.

Negative marketing is like negative reinforcement. It backfires in the end. People respond to positive reinforcement, positive marketing, and positive branding. It is better to focus on the issues, focus on the process, focus on patriotism to bring voters out and focus on positive reasons. If Cruz is using negative marketing before he is even a delegate, what will he do as a candidate or, worse, President?

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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