First TV Ad - Please read
Posted October 27th, 2007 by Jane Aitken
I have a request and that is that you stop calling the campaign with your complaints. I have offered to work with them on the critique. This is not set in stone, and can be redone. These are real supporters, not actors. I know most of them - they are my friends and are great people, some of them in important positions in NH. Please do not insult them, because they are the ones who have brought Ron's polling up to 7.4% with their time, sweat, and money. Sure Ron could be smiling, and the script could be better, or they could have used clips from spontaneous comments. I watched it carefully and sent them my suggestions.
But please stop inundating Kent with phone calls and emails OK?
It would be appreciated as he is being sidetracked with all this feedback. He is reading here and YouTube and Ron Paul Forums so he gets the picture, believe me.
Thanks...
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I'm assuming you are from the campaign?
And volunteers would appreciate at the very least having phone calls returned. Regardless of what you may think -every volunteer phone call is important. The volunteers made this campaign - not the campaign office.
OK, I've said it but I am sick and tired of the phone calls I get from all across the country about lack of response to requests, phone calls or anything else. I've worked grass roots for 30 years including managing campaigns and working in the Reagan Administration. I know what volunteers mean to a candidacy and a Presidency and it is EVERYTHING.
And how you can chide volunteers for giving constructive criticism about how their money is spent is beyond me. Whoever is running the grass roots effort has a lot to learn. And most of the other staff I have dealt with need a lesson in humility which could easily be taken from their BOSS. You are not the gurus you are the people WE pay.
Volunteers would feel a lot more kindly toward staff if they quit issuing edicts and acting like they are in charge of this revolution. I can tell you, that all of you joined it about 20 years after I did and many others I know.
Interesting response to BOTH ads...
http://www.nolanchart.com...
New Hampshire Voter
Jane,
As an NH voter I can say that the ad isn't terrible, but for the amount of money that will be spent on this I think it could be improved.
It wasn't the people in the ad who need to be improved. It's just the background music and the way the clips were edited made it feel a little corny.
I'm not trying to put anyone down who did work on the video, I'm just trying to be honest in saying that I think it could be a little bit better.
Nick
It was terrible...the script for one thing. There is no need for people to 'act'. There are so many candid statements that could have been used.
BE BOLD!! FORTUNE FAVORS THE BOLD!!
Hire professionals! Hire a cool hip studio like
http://www.psyop.tv
They can create a political campaign commercial like we have never seen before...one which would look like Apple's iPod ads or ?
Ron needs to be fresh, alive, colorful, loving, new , invigorating -- like the constitution! Like America! Imagine the bright colorful characters in the original iPod commercials dancing around -- FOR RON PAUL! New fresh alive bright hopeful free! Be bold -- think of something new!
Ask for my vote!
If I were creating a TV ad campaign for our good Doctor, I would concentrate on one thing: Ask for your vote. And I want to hear it from the man himself. I would want 30 seconds of Ron Paul telling me why I should vote for him (maybe 20 seconds of talk leaving time for contact point info).
I would like to hear something like this:
(script) My name is Ron Paul.
I believe that our Constitution which created our great country should be honored and followed.
I believe in the Republican platform of small limited government, minimal taxes, free trade and personal freedom.
I believe in protecting our boarders, a sensible immigration system, a strong national defense here at home and the right of our citizens to protect their own families, homes and property under the 2nd amendment.
As a medical doctor, I believe in the sanctity of life both pre-birth and post birth and not putting our young men and women in harms way in undeclared foreign wars.
I believe in a sound money system without borrowing billions of dollars from foreign countries like China that supports over-spending by our current bloated welfare/warfare government policies.
I believe in supporting our senior citizens by replacing the billions of dollars taken from the Social Security Trust fund. I would also allow our younger workers to opt-out of the current system with alternative personal investments accounts.
As a 10 term Congressman from Texas (R), I voted against the Iraq war, against the Patriot Act, against the Military Intervention Act, against taxing and government control of the Internet and for freedom and liberty for all Americans.
Research my positions and voting record for yourself. If you agree with me that we need a real change in the direction of our government; then I need you to stand up and vote for me in the primaries. (End script)
Of course, Dr. Paul would write his own script but this is a general outline. I would run this ad as many times as money allows. You can say a lot in 20-25 seconds and I wouldn't waste a single second with someone’s opinion. I want to hear from the “horse’s mouth” why I should vote for him.
Best Regards,
Anti-Stupid
Hey....did you see the second ad before you wrote this??????
hahaha...just kidding...but you have to admit...little spooky... ;p
Ask for your Vote
Hi Jan, no I hadn’t seen the 2nd ad yet. It shows me two things:
1. What I wrote was too much for a 30 second ad
2. Those who are making these ads may know what they are doing after all.
Many years ago I spent a little time as a door to door salesman. One lesson that has always stuck with me was that the most important part of your sales pitch was to ask for the order. I think that still applies today.
If I’m not mistaken, there will be 5 ads in this series. While the first one may not have been what we expected, maybe the whole series will be more powerful then we currently see. I hope they give Dr. Paul the bulk of the time to win over more and more voters. It’s been said many times, no one sell Ron Paul like Ron Paul.
Best Regards,
Anti-Stupid
EXCELLENT POINTS
Remember in the last wanning days of Bush's '04 campaign when he very effectively said, plainly, sincerely, simply "I need your help." It worked. It felt like he was the underdog...one of us...like he was asking us plaintively to join the team. ....to HELP him.
"I need you to stand up and vote for me in the primaries. I need your help."
rEVOLution!
I agree with Cynthia
This ad isn't the disaster that some might say. But it is similar to what I see in local political races, and local businesses, and I'm not sure that is the best thing to do either.
These types can be effective, How many of us know the phrase "Crazy Eddie, his prices are Insane" or more locally fore pennsylvanians' Edgar Snyder, we don't get paid unless we make money for you. So, I do understand the point, the hook being that last phrase "He's catchin' on"
But
To get people to consider something out of the mainstream, IMHO we need to appeal to peoples emotion, and conscience. Reducing the "hope" video to thirty seconds some how is a good idea, in particular, the statement by the african american woman for example, is very powerful,
That's my last post on the topic, take it for what it's worth.
I agree, let National do their job, folks...
I agree, Jane.
I live in "Texas" not New Hampshire. Therefore what do "I" know about the culture or the temperment of someone growing up and living in the NE? Admittedly, not much (lol). I've got to believe the folks at national did their research and focus group work to get a good temperature reading on what would play well.
Keep in mind also, there are more ads coming, I'm SURE! I think the message, as Michael and Jane both state, are resonating with repetition in the ads as well.
Also, for those of us who came into the campaign with the INCREDIBLE YouTube clip campaigns, you simply cannot replicate these in 30 seconds on television for reasons of both (a) time limits and (b) intellectual property rights. YouTube is an entirely different animal.
National is also finishing up on an official DVD that will soon be out, one you can give out, send to your friends/coworkers, mail to family members, etc. These, I'm sure, will be much more in-depth, but regarding television and that kind of viewing audience, you have to know both your limits and what has already been proven to work as Michael very keenly wrote of in his remarks.
Let's let Naitonal do their job, folks :-)
I've got to believe? Official DVD's to hand-out?
I've got to believe the folks at national did their research and focus group work to get a good temperature reading on what would play well.
Why do you "HAVE to believe that"? You forgot the "If I didn't believe that, then..." Do you have evidence that they did extensive research? Or that they conducted focus groups?
I know a lot of GWBush supporters who say "But I *have* to believe that he knew there were WMD's and that he still knows something we don't."
Egads if national thinks that THAT tone of blind faith, "groupthink" and "follow the leaders" is what this campaign is about, then they obviously don't get it. At all.
National is also finishing up on an official DVD that will soon be out, one you can give out, send to your friends/coworkers, mail to family members, etc.
Ummm, they are about 3 months late and a $10,000 dollars short here. We produce DVD's in our local meetup (in batches of 100's) for less than 50 cents each -- and everyone you hand one to (including our local GOP chair) is AMAZED at the professional appearance. Will national supply us with 300 DVD's for $120?
Long and short of it is that I think you are entirely wrong about the intended use of this "official DVD" as something local meetups can "give out"?
Seriously, even *if* your assumption is correct, then that would mean that we could expect that *maybe* by sometime in mid-November they'll roll it out, and then, AFTER we "buy" them from the national campaign with more donation money (at a cost of what? $1 each, $3 each, $5 each -- plus $35 for the FedEx delivery and the 3 week wait for delivery? Yeah, that'll work wonders for the grassroots folks. Then *maybe* we can give them as Christmas presents?)
No, if national wanted to be SERIOUS about putting out a DVD for the grassroots campaigners to use, then they would need to publish a BitTorrent of a DVD ISO image... and it would need to go out TODAY. (If they are pressing a bunch of DVD's then those -- like the fancy 12 page full-color brochure -- will almost certainly be for use in NH, Iowa and other early primary states. There is simply NO WAY for them to press and ship a large volume quickly enough to cover the needs of the grassroots campaign across the country. Sorry, just not possible, after all, they can't even keep up with the Slim-Jim, Bumper Sticker and Yard Sign orders.)
Egads, if we had to wait for "national" to do things... well, this campaign would have been over 6 months ago. (Once again, proof of the inability of a "centrally planned" system to adapt and meet the needs of the market. Free markets -- even "grey markets" and "black markets" -- exist for a reason, folks; the reason is that central planning fails, always.)
WR, didn't mean to upset you so much...lol.
WR,
Didn't mean to get you going there, buddy...lol. I was just commenting like most do on here. That is still OK, isn't it?
The need for a DVD arises from the fact that much of what is online is also illegal for reproduction. It has been suggested many times that the YouTube pieces would make an excellent collection and I agree. However, the problem lies in the fact that much of this material is copyrighted and once it goes on YouTube (check their terms & conditions) it becomes "their property." To put these onto disc and sell them is a violation of Intellectual Property Rights which, if done on your own, is one thing but National could NEVER do this without severe legal action being taken against them and they know this as well. The various rallies, however, are another story, so I wouldn't be surprised if footage shot by national at these make it onto the Campaign DVD.
I work for one of the largest independent DVD manufacturers in this country, so I am aware of these challenges and legalities as I deal with them every day. We actually press about 5 million CD's/DVD's combined each month. If you are "burning" the discs, you don't face the same legal restrictions of those "pressing" discs where manufacturer's codes are embedded in the hub and can be tracked by the MPAA and RIA for legal action if you infringe on U.S. copyright. Also, my guess is those discs cost more than $0.50 if you buy the discs, buy the labels, buy the ink cartridges and buy the "whatever" you put them in to hand out.
If you can "cut corners" and do so on your own legal responsibilities-- go for it! I do believe in entrepreneurialism, just know that National has to play by the rules. Also, they are thinking past the early primaries as well. For instance, here in Texas, our primary is not until MARCH and there are a whole lot of GOP convention delegates up for grabs in Texas!
Regarding the "I have to believe" statement, that was simply a phrase we all use typically extending the benefit of the doubt or in this case, professional courtesy :-)
Just that the campaign is too short & too late on alot of this
Nah... I wasn't "agitated" -- just strongly held belief that national is NOT as "on the ball" as many people think. (I kinda get tired of hearing that... and I've got enough personal contact anecdotal proof for my position on that -- I don't air most of it because it's too durn discouraging and "negative", but I have my reasons for thinking so.) And its not really that I expect perfection or anything near it (especially from the frugally small staff that RP is running with) -- indeed most campaigns are pretty FUBAR'd -- kinda comes with the territory, ya know.
Basically they have to (try to) setup what is a multi-state company in a matter of a few weeks to months, setup, equip and hire for multiple offices (with uncertain finances), accommodate and coordinate a bunch of volunteers (aka "herd the wild cats") -- and have it exist for only a few months, often even less time for a particular state or locale.
Add to that the fact that 90% of "national campaigns" end up as horrible failures (candidate losing, campaign in debt and hemmoraging, etc) -- and "experienced" people really can't even objectively know themselves whether THEY were contributors to the failure (or success) or just victims of fate; well, throw all of that together and the whole thing is more of a "black art" than it is a science (despite what "they" think it is -- just like everyone "thinks" they are a good driver, everyone "thinks" they ran a good campaign -- but sans real proof).
And BTW, my long posts aren't a sign of me being upset or anything... often I'm just rambling on and thinking aloud , or offering info and thoughts on what we are doing locally (sometimes I come back and "steal" my own stuff for emails) -- as a way of sharing info with others (ratio of "readers" to "posters" is probably 10:1 or 50:1) -- so who knows how any of what we post will be used... I know that personally I've picked up a LOT of pointers from other peoples long posts in forums (even back to the BBS days) where the "gems" that I found were only peripheral to the conversation that was going on.
As to the DVD's I know about copyrights on video, songs, etc -- locally, we're pretty well "protected" by the fair use doctrine -- we produce limited quantities, and distribute free of charge for political, educational purposes (political educational speech by citizens is THE most protected form of "free speech" around).
I wasn't expecting or even implying that the campaign would use YouTube or other copyrighted material. Yes, we do locally -- but because it is all we have to work with -- in essence, we have no choice in the matter.
The national campaign COULD remedy that by providing raw non-copyright "source" video to a variety of grassroots people via the web or a password protected ftp -- similar to the way they have provided the "official" Ron Paul literature PDF's and portrait files -- but in a more expansive manner, like giving us hundreds of pieces of clip-art!) There are literally dozens of very talented supporters out here -- maybe more -- who could and WOULD work wonders with such source material (say campaign-shot footage of speeches and rallys, or "full-release" footage of supporter interviews, etc) -- as it is, even the most talented of these people (eLIB3RTY for example) create what they can with what they have available (hence the News and YouTube clips.
But also, as I stated, if the campaign is making DVD's for their own use, then that is all well and good. I'm certain they will be VERY effective for the "official" campaigning and canvassing in NH, Iowa, SC and the other early states.
But and *IF* they intend that DVD to be used by grassroots, then they need to "decentralize" the production and post an ISO as a bit-torrent -- the meetups will do the rest. (The same could be said for the fancy "12-page flyer" they mailed to NH residents -- they could easily make that available as a PDF for the meetup groups to use. Some might get B/W versions printed, others might run color-copies in small quantities to help in converting local GOP leaders, etc. Point is that it costs virtually nothing to post a PDF for download -- the cost of creating the brochure is already spent, so why not grant the grassroots USE of the stuff. Otherwise we end up having to "reinvent the wheel" and write and produce all of our own stuff locally -- again normally out of sheer necessity. (Although sometimes -- this first ad as a primary example -- what we produce is actually BETTER, other times it is worse, or possibly off-focus, etc).
Otherwise your point that WE (grassroots) will somehow be able to get these "official" DVD's in time, and sufficient quantity, and at an affordable cost to "give" lots of them out to people in our own campaign efforts is just unlikely -- so I hope they don't have any illusions / delusions about that. Likewise, I would be concerned that announcing this as "imminent" may cause some local meetups to abandon their own DVD "burn" plans and "wait" for the official ones -- which would probably be a BIG mistake. (As evidence, even with the new "store" they still don't seem able to supply the Slim-Jims in reasonable quantities and time frames, so I don't see how they could even contemplate doing DVD's).
For the meetups, the timing is simply too late; the cost of the piece (and shipping) will be WAY too high; and the quantities to local groups will be much too low; add in the shipping delays, and it will make getting and using them in grassroots work for any and all states leading up to "Super-Duper-Tuesday" completely impractical (canvassing takes time to plan and execute -- if you delay while waiting for supply shipments, you'll be too late to cover a town unless you have LOADS of canvassers).
Long term (for the "late" primaries) -- well, maybe. But by end of day on February 5th, nearly HALF of the primaries will be over (20 states on Feb 5) -- and most likely the "winner" will be pretty apparent. It is VERY unlikely that even Wisconsin (Feb 19th) will be relevant after that, other than to serve as a "rubber stamp" for the leading candidate's freight train. A late-primary upset is really unlikely, and I would hope the campaign isn't spending too much time thinking of that (they can use the "lull" after Feb 5 to plan the March and later strategy -- which will have to be entirely dependent upon what happens in Jan 3 to Feb 5 anyway).
I guess I was also wanting to emphasize (AGAIN) that the DEcentralized grassroots campaign is doing this in a much faster and widespread manner. The campaign certainly could post a downloadable ISO image of whatever they have made (provided they have all the rights, etc.) and allow the local groups to "burn" multiple copies.
Our local meetup is on our 3rd (4th? I'd have to check) updated version of an ISO for a DVD that we distribute (btw completely FREE, so "fair use" should pretty much cover us) -- the ISO was put up and within two days we have several meetups in the key-state of Iowa burning copies for their own distribution (as well as other meetups around the country).
Also, my guess is those discs cost more than $0.50 if you buy the discs, buy the labels, buy the ink cartridges and buy the "whatever" you put them in to hand out.
Actually, they don't. You're thinking of small "production" costs, and not like a "guerrilla" operation! Before we started, I got current estimates on getting DVD's pressed and even "burned" by high-speed processing shops -- ended up at a significantly higher cost (and we would have been stuck with a BIG inventory of a single version -- we needed and wanted more flexibility than that).
So instead, we watch for and only buy the DVD's at special "sales" happen at the local Office supply stores (Staples, Office Depot, Office Max & Best Buy) -- on any particular day typically at least ONE of those stores is selling a 100 pack at around $22 to $24 -- so even with a waste of maybe 5%, the cost for the bare DVD is maybe 25 to 26 cents.
The envelopes we get for around 9 cents each, and for I buy the labels (Memorex) in bulk packs for final cost of less than 8 cents each. Since the printing is mainly text and is run on a Samsung color laser (lowest cpc color out there), the toner cost is in the range of 8 to 10 cents per sheet, or 4 to 5 cents per DVD label "set" (round disc label plus a rect for the outside of the envelope) -- so all told, our materials "cost" is around 48 to 50 cents each (give or take a penny).
Granted all of the labor is FREE -- to "burn" the discs (a volunteer donates the use of his labor AND his 6-up 16x DVD copier, so "burn" production is about 1 minute per disc), plus volunteers apply the labels & insert the discs into the envelopes -- but hey, that's what "volunteering" is all about.
So, yes, we DO produce them at an actual "cost" of around 50 cents each -- AND we can "adapt" and change the content within a 24 hour "whim" window, and then burn them in what is virtually a "Just-In-Time" scenario -- if necessary, we can produce a batch of 100 in less than 24 hours, but more typically we do about 150 a week. (Now, obviously we couldn't do it at that rate or cost level if we doing it as a business, but that is NOT what we are about here).
Regarding the "I have to believe" statement, that was simply a phrase we all use typically extending the benefit of the doubt or in this case, professional courtesy.
"Professional courtesy" seems a strange phrase in this instance.
And, you can call it whatever you like. In actual practice, *many* people (but not ALL of us by any means) use the "I have to believe" statement in a way quite similar to the psychological "thought-stopping" technique. The moniker is very apropos, since most often people profess the statement in order to "stop" a line of thought from being spoken (or debated by others). In the context, you seemed to be inferring the latter, and trying to end the debate.
I know the phrase (and it's companions: "I just [don't / can't / don't want to] believe that _____." ) is fairly common, I have heard it for years in business. But in those years, my personal experience has found that it is normally used by people in "self-delusion mode" about -- especially about a big or expensive project that no one wants to admit has gone off-track -- hence it triggers warning bells every time I hear it!
P.S. Sorry for being long-winded, or sounding "emphatic" -- if so it is simply because of strongly held beliefs and an expression of "energy" -- and most definitely not agitation or anger or anything... OK?
P.P.S. Energy-wise, I'm having to "push" locally because so many people think we have "lots of time" -- I've even had meetup members say that "we have a whole year until the election" -- are they thinking RP has the nomination in the bag or are they just that ignorant of the process? (If so, they have been ignoring lots of emails and message boards.) But either way they don't TRULY comprehend that November & December are THE critical months -- and yes, January and February will be even more critical once they come (but we may be changing gears then -- certainly the campaign emphasis could change dramatically after Iowa & NH) -- and after that (if there *IS* an after that, well who knows what March and beyond will need?
"Ron Paul: A New Hope" has great clips
I agree with Cynthia ... I viewed that video again that she posted here earlier
Ron Paul: A New Hope
http://www.youtube.com/wa...
That is very well done, and I imagine clips from there could make a really awesome TV ad!
I particularly liked the intro (only 7 seconds) where Ron Paul says who he is... he sounds strong, articulate and confident. It makes you want to learn more, and answer that question "Who is Ron Paul?"
And the 8 seconds or so where he talks about the mess "big govt" has created, and how our founding fathers "would be ashamed at what we've put up with". WOW - That would pique viewers' curiosity!!
Plus his answer at one of the debates about how he is the only GOP candidate against the war... and how the GOP were always anti-war, the constitutional position.
Great stuff. I hope the campaign can use some of it in their ads.
Lets sum this up
I've read most of the comments here and on youtube. They range from "it's a destructive attack from the other side" to "It's a good ad, but"
and everything in between. There is a common thread however, the ad could be improved.
HQ, Please, please, do the right thing, Scrap it and start over.
real supporters comments are better when left natural and scripted comments are better left to professional actors.
The ad starts with a negative and a half hearted vote of support and ends with a half hearted attempt to convince somebody that we are gaining. People do not want to waste their vote. This ad is worse than a waste of money.
What's Your Message.
"What's Your Message"
The only question that should be asked of any Ad.
The sea of negative responses point to something fundamental about the makeup of this ad.
It will not change unless the ad is changed.
First impression is everything.
What message do people need to hear of Ron Paul?
(Short Sharp To the point)
Instant Out of Iraq. Instant removal Of Income Tax.
30 Years a strict consitutionalist.
Dr No voted against everything big Government.
People are numb to advertising techniques. Remove all acting. Get the same people in their natural state at a minimum.
People understand truth, why hide it from them?
Speak to them honestly, and they will understand the message.
Plastic ads will only make him seem as any other politician.
It looses his strengths in it's current format.
Show shorts of his fiery anger in the debates. You can feel the truth. It resonates. No need for acting. You have all the material you need.
Godspeed.
Jane, May I Suggest...
I really can understand your frustration and how difficult it is. I hope I can be of some help to you.
I do have experience in advertising and have a pretty good idea of what works and what doesn't. I owned and published two newspapers and was actively involved in helping my advertisers promote business.
Sorry to say, I have to agree this commercial isn't very convincing. I would not use it to promote Ron Paul. It lacks impact and doesn't evoke emotion.
When they said that they don't always agree with Ron Paul, left me wondering what were the issues they didn't agree on? I don't believe this is what we want to leave people thinking after they watch it. These statements may have some negative undertones to it. Yes there are people that may not agree on all his issues, but I feel that it isn't necessary to point it out. The idea should be is to get people to see the whole picture and let them decide what is important to them.
May I suggest...
This video is by far, the best I have ever seen. Listening to this actually made me cry. It was what I so desperately needed to hear. For 35 years, I was always confronted with having to vote for the "lesser of two evils". Finally, there is a candidate I can truly believe in, who really is for the people and will, first and foremost protect our rights as citizens of the United States. I believe that there are a lot of people who feel the same as I do.
Ron Paul: A New Hope
http://www.youtube.com/wa...
I would suggest considering something similar to this video for your commercial with some commentary, speeches and music. Creating a commercial that can also touch their hearts and evoke positive emotions. Selecting the right background music can also make a big difference.
I don't know..
I don't know how you can be of help to me...I was not consulted before the ad was made and don't have any say in the matter. I can only tell you they don't want anything too wild for targetting NH voters, but I just think that there were many testimonials that could have been used that sounded better.
Yes I saw that video, and I'm sure they did too.
My idea would be the disclaimer at the end but have candid testimonials and a voice over while showing big rallies and signs etc...and maybe Ron at the microphone.
Ad promoting YouTube and his site
I'd love to see an ad with Ron Paul plugging his YouTube videos and a question raising the issue of why so many people are so enthusiastic for Ron Paul. It's hard to cover everyone's pet issue in a 30 second campaign spot. YouTube videos cost the campaign nothing and one video usually leads to watching another video.
I think Ron Paul needs to promote the fact that his website features a list of all the straw polls he has won--more than any other candidate.
Looks like it was made 27 years ago
The appears to be a pre-MTV era ad. That said, if it makes this many people talk, that may be a good thing. Campy movies like the Rocky Horror Picture Show have been more than a little successful.
That said, I think there's room to play multiple spots that would appeal to different people. Enough people need to see this one for it to cause a buzz and then it needs to be pulled--pronto!
Care and Feeding of Online Community
I'm not an expert on anything, but I spend a lot of time observing.
Something I have observed is the similarities between the grassroots aspect of Ron Paul's presidential campaign with the communities that grow around popular products and services in the online age. The maelstrom spawned by the NH advertisement fits very much into this comparison. And, therefore I would advise the Ron Paul PCC to give consideration to lessons that may be learned from others who've been down this road before.
From my chair, these lessons can be summed up by the word "conversations" (in the Cluetrain Manifesto sense of markets being conversations).
Based on this premise my advice to the PCC would be to open up about its advertising strategy. There are a lot of ways to do this, but I would probably start with some YouTube commentary. Get someone official to sit down in front of a webcam and chat about the ad campaign: who the people in the ad are, who the target audience is, why the particular format was chosen, etc. If the campaign could actually get the writers and directors to talk about the ad that would be very useful.
I applaud the Ron Paul PCC for the openness it has achieved in the area of fundraising, and encourage the people there to give thought to how that same spirit can be applied to other areas. I can see how this might be difficult because political marketing is traditionally one of the most "trade secrets" industries.
Anyway, I hope this was coherent enough.
Re: Care and Feeding of Online Community
Just in case, I wasn't already bloviating enough. Here's one more addition.
The Ron Paul grassroots obviously has a lot of creative and talented people. There always seems to be some new YouTube mashup coming out, with clips ripped out of news reports and such. A lot of these people are upset about the official advertising. It would be a really interesting experiment to release a bunch of good quality source video (e.g. candid statements from the supporters featured in the first NH advertisement) and see what happens.
terrific posts, moberly!
This batch of posts is excellent stuff; I very much hope someone from HQ reads it and passes it around. I think you've explicated a very helpful analogy and shown the way to a resolution of "our late unpleasantness".
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Get active NOW to put Ron in the general election. ronpaul.meetup.com
Re: Care and Feeding of Online Community
In response to my own comment to add an additional thought.
It occurs to me that a political campaign that is in a sense dwarfed by its own grassroots movement is very much like an open source software company. Open source software companies are, like the Ron Paul grassroots movement, creatures of the online age and that sometimes causes friction between traditional structures and more ad hoc emergent structures online. (I'm making generalizations here, but I think they are useful ones.)
In the open source software comparison, I put the Ron Paul PCC in the position of a company that markets a product based on open source software. In many cases, these companies employ some of the developers of the code behind that product, but not all of them. These outside developers may be associated with a different company or they may be independent. This creates a much more complicated ecosystem than just having a company that produces a product for a group of consumers. The expected return on investments of time on the part of contributors are not always denominated in dollars or use of a great product.
So Ron Paul has a big group of energetic, passionate, and involved supporters. Although a small number are paid for their work, the majority are not. This is also a complex ecosystem that requires considered care.
One solution that some companies in this situation have chosen is the creation of a "community manager" role. This role (might be one person, might be several people) acts as a bridge between the adhoc "organization" outside and the more concrete structure inside. On the one hand, to give the views of the outside contributors a hearing on the inside, but more importantly to demonstrate that this is actually happening.
It's exceptionally easy for actions by the organization serving as the focal point of the kind of community I've describe to cause fear, uncertainty and doubt (FUD). Left unchallenged these emotional responses like weed in a garden can choke out everything else. It is my view that the way to deal with this is to replace the FUD with clear information. That way the people plugged in have something to respond to with reason. To be specific, with this advertisement that is to describe exactly why certain choices were made.
However, that's basically the same point I made before. What I wanted to add was that I would encourage the Ron Paul PCC to consider be proactive about these things instead of reactive. There exists are passionate adhoc organization of activist supporters and activists generally invest in something for the satisfaction of having a impact (to make a broad and probably innacurate generalization). It might be good to appoint someone to make sure the outside activists know their energy is channelling into the right people on the inside without overwhelming anyone. That's vague, but this post is already too long.
Not good
The ad isn't *horrible*, but it's crippled by the hammy performances.
The first guy on the porch is decent; the second guy to speak sounded so canned I laughed out loud. Most of the performances after him were nearly as bad. I had the distinct impression I was listening to bad infomercial actors reading from cards. This is inexcuseable. How could anyone who watched these takes want to use them??!
Horrible Actors!!! Sreams, "Couldn't they afford better?"
"hammy performances"
EXACTLY professional actors MUST MUST MUST be used...this is not the time for local activists to get their 15 minutes of fame
It makes Ron's campaign look cheap and permanently on the outside. ..his commercials must be as polished as Romney's .
Starting out with an "actor" who says "While I don't always agree with Ron Paul" is an EXTREMELY poor choice of words with which to start a commercial....unbelievably bizarre frankly.
PAY THE EXTRA $10,000 TO HIRE PROFESSIONAL ACTORS.
Hire a nationally known production studio. This amateurish ad must NEVER make it on TV.
If you read...
If you read carefully you would know that this was a script written by the filmmaker, and that these are not actors but regular supporters (not staffers) who were asked to be in the video. The thing is, they have been filmed saying things that sounded much more natural because they were candid.
This thing is on the first
This thing is on the first page of the most viewed videos of youtube
I know
I was hoping they would have taken it down by now! It's starting to spread all over the internet...and I fear....
Should keep the "don't agree" part
At first I hated the negativity of saying, "I don't agree with everything Ron Paul says, but he's honest."
However, upon further reflection, I think it's good to have that in the first ad because a lot of people may have reservations about one or two ideas (getting out of Iraq, abolition of IRS, etc.) but will appreciate an honest politician and see that even if they don't agree totally, they can vote for him.
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Sorority Girl Gets Ron Paul License Plate
http://www.youtube.com/wa...
Don't START a pitch with a negative!
You're right, it may lend a bit of authenticity but the ad reeeeeeeeks of authenticity.
If the suggestion is to be made that those who don't agree entirely with Ron should still vote for him that should not be done at the opening! Moreover, who expects to agree with any politician 100 percent of the time?? Isn't that assumed??
Why should it be announced that Rn Paul "has some really wild ideas" which "you may not agree with" but "you'll like his authenticity"...it puts people off...it makes people wonder, "Well, what exactly is it I don't like about him? What shouldn't I like about him? Has he done something wrong? Is he a right wing fruitcake like Perot or something?"
Just drop the negativity. It's like starting a car commercial with, "I don't like some things about my Ford, but at least they told me it had all these problems." Have you ever heard an ad like that?
HIRE PROFESSIONALS
Don't rely upon screwball focus grouups. HQ is run by kids...well intentioned but they do not not make broadcast commercials professionally.
HIRE THESE GUYS: http://www.psyop.tv
They may not even be Republicans but if they could be persuaded to make a commercial at cost (about 50k) for a cool anti-war libertarian it would be rebroadcast on national news over and over again -- as exemplary and cutting edge. The best political ad of 2008. Someone needs to give them a call. Check out their portfolio. They are the most creative shop out there and could be responsive to a libertarian message.
In my Opinion....
and that is all it is....my opinion..the ad was totally campy and boring! However, that being said...I think "Boardingbetter" has it all wrong...
once you donated the money it is no longer yours! Can you be pissed that the commercial is boring...absolutely...but bottom line is it's just not your call. If you want it to be your call find out how to get hired by the main HQs. But if you're gonna let something like an ad keep you from donating to Dr. Paul then that is just terrible. Maybe you can donate your expertise to HQ's and assist them in making a better commercial next time.
I think we should all be reminded to stay the course and not let every bump divide us and make us quarrel among ourselves.
If the ads suck it can only mean one thing...
...you're not donating enough money. Guys like Michael Bay and Clint Eastwood cost $$$. You get what you pay for.
Donate more money. Currently the funds have to go towards both creating a commercial and airing it. Air time costs a lot thanks to monopolies and government regulations.
You see the problem is that for Ron Paul's ten-terms in Congress he's been giving some of his paycheck back, so unlike the others he hasn't accrued a massive personal fortune that he can dip into and personally finance the campaign.
While a doctor he didn't rip-off the government by using it's massive entitlement program, instead it would seem he used a form of differential pricing.
So, in conclusion, it's Ron Paul's supporters who suck. It's the supporters who aren't getting the funds needed to run a decent commercial. On your next check be sure to tell them this money is for a better commercial.
Take a long look in the mirror before shouting at the campaign.
Donate $17.76 today, for a better commercial!
One outstanding ad will be seen over and over again.
Fortune favors the bold!! Be daring! Hire creative professionals to make a real broadcast commercial. Ron Paul should directly call http://www.psyop.tv and ask them if they would like to be involved. ..they might respond to his libertarian message.
One cool hip outstanding ad is all we need.
If anyone can create a cool hip MTV ad psyop can. Let's all email them and ask.
I don't care how important someone believes they are....
I don't care how important someone believes they are, it doesn't mean they should be in a campaign commercial. By this logic George Bush star in the next installment of 007. Please get real. There are already several, far superior, videos that have been put together for free that could have been used. Why were they not used? Could it be because some people who feel they are important thought they deserved to be in the video?
George Bush as 007?
"By this logic George Bush star in the next installment of 007. "
Hey, if it gets him out of the White House faster, I'm all for it...
www.ronpaul2008.com
That's not what I meant..
What I meant was, these people don't deserve to be trashed as some are doing here. They were asked to participate and I'm sure did what they were told and tried their best. It is not their fault, that's all I meant.
Jane on tv ad
I actually like the concept of the ad, but as many have said, it has some lacking qualities. Perhaps ask them, as you say, to remove the negative in the beginning, add a little music in beginning and end, add website name, and ask the people in the ads what they like or how they would like to say what they have to say and re-shoot some of it. This way, it won't come out quite as "canned" as it does. Maybe just take a few more cuts to make them sound a little more natural. As for Ron smiling, maybe would help, but is a serious message.
My 2 cents. Thanks for listening.
I actually like the concept of the ad
I don't even like the concept. Now emotion what so ever.
Some comments about the TV Ad
Some glariing parts that need to be revised or nixed.
-The guy that says "Actually, I agree with him most of the time, I really do." Sounds completely fake. The wording is ok, the acting is just terrible.
-The gal that says "He want's to get out of Iraq pronto." Who the hell speaks like pronto? Nix the word pronto.
-The gal that says "Protect personal privacy. Protect personal freedom" sounds fake.
-The guy that says "Live Free or Die. New Hampshire." is smiling? This is not funny. Sounds really fake.
-The guy at the end "He's catching on, I'm telling ya." sounds and looks completely fake, especially as he holds up the Ron Paul brochure.
I would venture to guess this was put together by someone that knows little about film direction. A good director knows how to bring the best out of each actor and properly set the mood for the type of filming needed. By this presentation, this director is quite incompetant.
This is a terrible post - you want my money but not my opinion?
This is a big government post if I ever saw one.
I can't believe a supporter would post this. Frankly.
This ad is a terrible investment. There are so many issues with it from message, production, no mention of the website, terrible attempt at name-recognition. Terrible production quality.
The market is speaking, this is not what I invested for - but you want me to not call? ABSURD.
I for one am considering supporting a PAC with my money. This is not how I want my money invested.
Boarding.
Ron Paul has tens of
Ron Paul has tens of thousands of active supporters. If the campaign stopped to listen to the individual opinion of every supporter on every issue, they'd never get anything done.
They don't need 80,000 emails saying the ad is bad- they'll get the idea just from the comments on YouTube.
www.ronpaul2008.com
Youtube
Commenting on the video on YouTube is probably the best way to let your opinion be known without bombing the campaign staff.
www.ronpaul2008.com
Wrongo
I am not 'big government' so simmer down bud. I did not say I liked it either. I just said give them a break and let them read the comments and suggestions and stop calling.
Why Not Use Us as Feedback Testers
Jane, I do agree with most people that the TV commercial was terrible: the wording was obviously scripted, and the actors did not seem real. With all the volunteers and creativity, why doesn't the campaign use us? Put out a competition to make a TV video. There can restrictions on time, copyrighted material, theme suggestions. The creative energies of us volunteers could be harnessed into something very useful for the campaign. Prizes don't even need to be monetary, such as a personal visit to the winner's city by Ron, or even a signed book. We are here. Let us help the campaign with our enthusiastic, creative energy.
Why Not Use Us as Feedback Testers
"why doesn't the campaign use us? Put out a competition to make a TV video."
There are already several very inspiring videos that say what RP is about. Why waste time more time and money when there is material many times better already?
another thing
The guy with the beard, I would axe the part where he says he agrees with most of what Ron Paul says. He could just say, "Ron Paul's positions on taxes, foreign policy, and immigration" he's got my vote.
I have to say one thing about the ads
The more I watch it, the more I like it - however that negative first part where I don't agree with everything Ron Paul says has to go.
Also you should let the audience know that those are actual "Supporters" of Ron Paul
In the first part rather than saying he is "Catching on" I would rather have them say, "People are choosing Ron Paul, he's catching on"
I agree
I did say this to the campaign...and I did suggest even pulling it from YouTube because people are freaking out...they know it and are reading these forums so there is no need to mailbomb them.
1) Ron should be smiling and NOT against a blue screen especially when we have the whole state to use.
2) I don't like the 'I don't agree' parts spoken by Dan and Chris -- it's negativity. Those should be changed to more positive statements.
3) It should be noted that these are supporters not actors but then again I wish these were spontaneous comments culled from the thousands; they'd have been more natural and there are plenty to choose from, or they could have had a cattle call.
4) The last comment should be more conclusive. He should say instead, "People are starting to like Ron Paul because he's so much different from th rest." or something to this effect.
5) And it should end with a very large graphic of his sign and the URL. How they ever left the word PRESIDENT and the URL off those white signs nearly drove me mad! Then again, web designers are not political strategists I guess...