A convenient truth about marketing

Full disclosure: this post is not a public service announcement or political statement. It is simply another observation about marketing & advertising to add to the collection.

A marketing newsletter I received today (MarketingProfs) pointed out the power of Al Gore's advocacy campaign on climate change. Regardless of your political leanings you have to give credit to Al for making the most of every opportunity to talk about his passion. He has mastered the art of PR.

The former democratic presidential candidate was quoted in a recent Washington Post article as saying:

"This climate crisis is so interwoven with habits and patterns that are so entrenched, the elected officials in both parties are going to be timid about enacting the bold changes that are needed until there is a change in the public's sense of urgency in addressing this crisis," Gore said. "I've tried everything else I know to try. The way to solve this crisis is to change the way the public thinks about it."

And how does he plan on doing that? Gore is launching a 3 year, $300 million campaign aimed at mobilizing Americans. This campaign will include investments in magazine display ads, TV Commercials and social networks online. Gore certainly has brand awareness as a politician. He has won an Academy Award for his movie and the 2007 Nobel Peace Prize. This notoriety offers him virtually unlimited access to the news media. However, it is important to note that this incredible opportunity for exposure is still limited. It does not allow his campaign to utilize powerful imagery, establish emotional connections and most importantly, target a message to different audiences to maximize impact.

Cathy Zoi, the Alliance for Climate Protection's chief executive, said the group will focus on individuals known in the advertising world as "influencers" who talk to a disproportionate number of people in their communities. While some ads will target inside-the-Beltway policymakers, the bulk of their efforts will focus on the general public.

Al isn't the only believer in advertising. The Washington Post goes on to report: "Americans for Balanced Energy Choices, a nonprofit funded by the coal industry and its allies, is spending about $35 million this election to bolster support for coal-generated electricity.*"

There are a few takeaways from these announcements that might be helpful to advertisers and non-advertisers alike.

* By Juliet Eilperin, Monday, March 31, 2008; Page A04 , Washington Post Staff Writer