Leaders vs. Losers: A Marketing Movement in the Health Care Debate

“Health Care Battle Becomes Ad War”
Quoting the New York Times on Sunday, August 16: “Advertising has swamped the airwaves (around) the country as the health care fight has become a full-blown national political campaign.” Ripped right from the headlines, the nation is gripped in a battle over health care. Re-alignment Marketers constantly scan the horizon for trends and best practices. So what can a Re-Alignment Marketer do to seize the movement?

First look at the movement or trend that is taking place. People are showing up in masses at town hall meetings to express their concern or outrage over the health care issue before the United States Congress. No one has seen these attendance numbers at town hall meetings in non-election years in a long time. Feelings are running high. People’s emotions are deeply involved.

A Re-alignment marketer sees this as a golden opportunity to act swiftly. If you own a sign company, a radio or television station, this is the time to sell and name your price! Why? Because everyone wants to express their opinion and get their message across.

Sign companies, for instance, can make a fortune printing posters and placards supporting or opposing the health care initiative. Have you seen the make-shift placards people are showing up with and putting in front of television cameras? They would just about pay anything to have a decent sign with a catchy slogan expressing their opinion. So catchy that everyone would want one (and a matching t-shirt, too).

Radio and television stations who have seen their advertisers dwindle should be on the front lines offering commercials for both sides as well. Newspapers who are scratching to stay alive now can sell ad space to both sides of the debate. I remember when the Atlanta Braves were playing great baseball in the early 1990’s. Each day the Atlanta Journal and Constitution would include placards for fans to take to the stadium that cheered for the team and individual papers. Everyone had to have one. They became collector’s items. And the only place you could get them was buying a newspaper. The same is true for a political movement. Now the media can not only report the news, they can capitalize on it and sell advertising time/space to those who want to broadcast/display their opinion.

Any time you have deep emotions around a political issue, it should be telling you that this is a golden opportunity to get involved as a Re-Alignment Marketer. Never has finding a movement to sell in been easier for print or broadcast media.

Re-alignment marketers constantly scan the horizon for trends and best practices. The trend today is Health Care.

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