Do me a favor, if you
like this please pass it along. There’s a great deal of infighting in the GOP
and we must do all we can to lay it to rest and get everyone fighting the real
opponents, which is not each other, but a Democratic party bound and determined
to change us rather than Washington DC. The solution to the GOP’s problem is
pretty simple from my perspective, I just wonder if the leadership of our party
is just too old and jaded to see it. We need people to start looking outside
the box and our reluctance to look for answers outside the same group of people
who lost us the McCain race and now the Romney race with their focus on
moderating the party which clearly isn’t working, we’ve done it twice now and
it’s not working. The one race where we let the base do it it’s way was the
2010 race, and yes Sharon Angel and Christine O’Donnell lost but the reality is
that in 2010 the GOP promised the world something different from the
Bush/McCain years and guess what, all in all we won, so when outside the box
thinking prevailed we did pretty well.
John Boehner is
clearly now in panic mode, punishing conservatives by removing them from key
posts while he looks for any excuse to cave in to the President, when in fact
they were given the House in 2010 and again in 2012 with a clear mandate: STOP
OBAMA. That we didn’t win the Senate or the Presidency doesn’t change the fact
that this is what people want, Obama stopped, but also us, gridlock. Instead of
panic we need focus.
Meanwhile every
strategist in the world is panicked about the Hispanic vote, which voted pretty
close to how it always votes. This election cycle showed little change, except
fewer people turned out to vote and Obama turned out his base, (and no one
else) and Romney failed to turn out his, 3 million fewer Republicans voted in
2012 than in 2008. We lost the election by fewer than 3 million votes and now
the GOP’s strategy is to pander to traditionally democratic voters rather than
trying to figure out why their own base failed to show up? Sure that makes all
kinds of sense… Not. There is, as a
point of fact, a recent marketing example which shows us that trying to bite
into your opponent’s base consumer (or voter in our case) won’t work at all.
The turn of the
century was marked with the launch of Sony’s PS2 and Microsoft’s X-Box,
meanwhile Nintendo was in serious decline. They had made a major tactical error
in refusing to move from the limited but familiar cartridge format to the new
CD format with the N64 which cost them several key developers. The N64 was
therefore buried in shovelware and kids games. Rightfully, Nintendo was branded
as the game system for “kiddie gamers,” it was a label the marketing department
of Nintendo hoped to eschew with their new powerful console called the GameCube.
Gamecube came part of the way on the CD format just as Sony and Microsoft
embraced the newer DVD technology, Nintendo gave us mini-discs, but despite
that limitation the hardware was quite impressive. Go back and play Resident
Evil, 0, and 4 if you don’t believe me, those games are impressive even by
today’s standards! Nintendo reached out to several key developers to get
products that were M rated on their new system. Nintendo got many M rated
games, Metal Gear, Eternal Darkness, Geist just to name a few, but the image
still stuck and the Gamecube failed to take off as they clung desperately to
trying to win over Sony and Microsoft gamers. It didn’t work. Nintendo sold
some 25 million units, Sony went on to eclipse 100 million units and I can’t
remember what X-Box sold, but I do know it was more than what Nintendo did.
Did Nintendo blame
it’s base consumer? Did they call them radicals, extremists or nut cases? Did
Nintendo remove them from key positions within the House that Mario built. No,
not at all. Nintendo is nothing if not an outside the box thinker who learns
from their mistakes.
Enter the brilliant
marketing strategist Reggie Fils Aime current President of NOA and one of those
“Evil” 1%ers. Reggie was inspired by the book Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne and consequently looked at the video game market and saw a “blue ocean,”
realizing Sony had sold some 100 million plus units Reggie saw some 5.9 billion
consumers in the world who were gamers and just didn’t know it yet. The competition could therefore be ignored, in a manner of speaking.
He put forward the
notion that the consumer were like fish, and Sony, Nintendo and Microsoft were
sharks all fighting over the same school of fish over and over in a red ocean feeding frenzie, and Sony and
Microsoft had gotten the better share of this school of fish, as such Nintendo
was starving. Therefore Nintendo needed to take what fish it did have and lead
it away from the Microsoft/Sony bloodbath into safer, bluer waters where they could
find new schools of fish that had been previously untapped. In other words they
would target people who didn’t traditionally play games and add those consumers
to their base.
Nintendo would put
forward the new Nintendo Wii, a system designed to appeal to their base, but
was simple enough to understand that anyone could pick up and play, they also
marketed the unit at a price point substantially lower than it’d traditional
competitors, though the system was not as technologically advanced being only
slightly more powerful than the GameCube, and lacking High Definition
capabilities. Yet the discount market price tag and the unique and simplistic
user interface turned many heads who had never turned before. Their brilliant
“Wii would like to play” ad series featured two Japanese business men going
door to door to introduce the new system to the neighborhood...
...they went to
women, elderly folks, many other demos who were not traditionally considered a
part of the gaming market, and then showed them playing with friends and
neighbors of all ages and demos. The message was clear, “Wii are a place where
everyone can play.” And it worked. Grandma might not appreaciate Mortal Kombat,
but she loved Wii Sports! But Nintendo still had Zelda and Mario around to keep
it’s base happy. The GOP needs an ad campaign like this, hip, friendly, even funny, but showing a genuine outreach to a whole new audience.
The end result of this strategy is
that Nintendo ended up selling almost 100 million units this generation while
the other two managed some 60-70 million units. In creating a new market for
itself Nintendo left Sony and Microsoft alone to fight it out in a bloody red ocean while trying to
play catch up. It’s not that their sales are bad, but both employed the exact
same strategy, more horse power and a larger price tag, and hoped it would keep
them in power for the next 40 years and they were wrong.
The GOP is now where
Nintendo was when they launched GameCube and like Nintendo, they are looking at
the Democrat’s fish and saying, “I want some of those fish!” But 3 million
fewer registered Republican fish showed up to the 2012 feeding frenzy than what
showed up in 2008, had they we’d have won and yet there is no talk of outreach
to those people, many of whom are Tea Partiers and Libertarians who are upset
with the rather brutal primary we put ourselves through, especially since many
states saw the moderate establishment go to extremes to get rid of the
aforementioned groups in the name of moderating the GOP. No state can provide a
stronger example of the establishment rejecting its own base and its grass
roots activists and volunteers than in Utah. The GOP
establishment is convinced that by being abusive toward it’s grass roots and
joining the Democrats in name calling that it can win over the press, but that
isn’t realistic. Democrats, in the meantime, love their base and cater to their
every whim no matter how crazy. The GOP Grass Roots, meanwhile, seems fit to return the hostilities toward the moderate establishment, and the circular firing squad tactics of the GOP has got to stop, but that's another blog... oh wait every blog I've written the last two years!
But I digress.
The GOP, unlike
Nintendo who recognized the need to go find new fish, or voters in our case, is
instead bound and determined to get rid of us so that they can try to portray
themselves as Democrat lite to try and appeal to traditionally Democrat voters.
It won’t work. Democrats won’t give up their base (Occupy Wall Street) either,
they loved them even while they burnt down Oakland, CA. The GOP would be better
off trying to repair relations with its base and then looking at one more
number, the total number of folks who are eligible to vote but don’t. There are
at least 100 million of those fish out there in this big blue ocean. Just as
Nintendo recognized that they will never get the Sony and Microsoft fish the
GOP needs to recognize they will never get the Democrat’s fish, especially when
the DNC treats (and pays) it’s grass roots base as well as it does and the GOP
establishment ought to consider family counseling at this point with as abusive
as the factions have become toward each other. Sure that base
is made up with a lot of folks angry with the GOP’s failings over the last
decade, the Bush years, the 2006 and 2008 and now 2012 cycles and the constant capitulation
to the Democrats, yes they will want some people replaced (as they replaced Bob
Bennett), and yes on occasion they will find a Sharon Angle who embarrasses the
devil out of all of us, but then there is Mike Lee, Marco Rubio, and even
moderate Scott Brown who recently lost re-election yes, but never could have
won in the first place had it not been for those oh so “evil extremists” base
conservatives the GOP establishment hates so much.
But I digress again. In summary, if we keep fighting with the Democrats over thier voters we will end up seeing our shark killed in a red ocean. Why not just ignore the Democrats and find other fish? It's a blue, blue ocean out there! Let's go fishing!
SIDELINE: I have to address something real quick that is annoying the hell out of me. Todd Akins was not a Tea Party guy, people keep saying he was but this is a lie. He beat two Tea Partiers, John Brunner and Sarah Steelman, to the nomination and then as the establishment candidate ran that race into the ground. Akin was an incumbent Congressman elected back in 2001 representing MO’s 2nd congressional district so this guy had been around for a while. It’s worth pointing out that there is an anti-incumbent element to the tea party so quit blaming them for that loss. Akin was not their guy, and when the GOP establishment pulled out of supporting him the Tea Party was already long gone that race was already a lost cause. Both factions need to be more careful with thier nominees.
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