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You will NOT vote this November.

That’s the overwhelming assumption based on the data. It’s a simple fact that’s driving huge sums of marketing dollars towards campaign strategies that target specific individuals. Rather than making an appeal to everyone, it’s more effective to influence a small audience I call the “Vocal Minority”.

Here’s the facts:

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Presidential elections are decided by around 60% of voters, which means 4 out of 10 remain silent. That translates into only 30% of the eligible population forming a “majority”. Savvy campaign strategists understand the power of converting this Vocal Minority into a win through emotional appeals that get people to act.

But it’s more complex. There’s a big swing in voter turnout historically between midterm and presidential elections.

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There’s a consistent trend of even lower voter turnout for midterm elections, with a mere 40% of the eligible voters casting a ballot. This is likely the result of lower perceived importance combined with reduced campaign spending. The lower spend in marketing makes sense when we analyze the Vocal Minority in midterm elections.

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With only 18% of the total population required to win, it’s easier to achieve a “majority” from the vocal minority. That simplifies the campaign strategy by lowering the results needed, which calls for lower spending. In turn, general awareness levels are lower because there’s less noise to grab attention.

It’s not a matter of voter registration. The number of eligible individuals remains fairly constant. The issue is action or apathy.

Presidential elections bring out 88% of registered voters. But midterms draw out only 59%— a nearly 30% reduction. The facts explain the dynamics.

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Regardless of your political orientation in this polarized era, it’s clear that we’re not achieving popular mandates. The utopian ideal of popular rule is being overrun by strong ideology that galvanizes a passionate sense of urgency to act. In this particular case it’s simply to cast a ballot.

What can brands learn?

>Brands function using similar tactics.

Looking at political campaigns helps make it easy to see how it’s done. Here are three proven ways to capture your own Vocal Minority who can amplify your messages:


1. Make Noise

Getting attention is difficult given the chaos of communication. Loud noises make us look, even if only for a moment. That’s an opportunity to make a lasting impression.

2. Press Buttons

Find issues that generate a passionate response. By forging messages that target highly reactionary topics, it’s easier to cement interest and cause action.


3. Raise Stakes

Maintain a constant state of urgency by reinforcing fear of loss if action isn’t taken immediately. It engages your audience in a cause that bonds them into a tribe of like minded friends.

Using simple messaging that resonates with a defined audience, it’s possible to enroll people into a movement that they believe in. That spirited community becomes loyal followers who help spread the word to their friends. Social media technology accelerates this process, resulting in highly effective marketing strategies.

But the stakes for brands and the audience are high. Brands who are unethical, inauthentic or misleading may find short term upside from uneducated, naive audiences who blindly accept false information. History shows that followers eventually develop the maturity to see reality. When vocal minority groups feel betrayed, they can transform into a violent mob seeking revenge.

Next month’s 2018 midterm elections could change the current status quo. But that’s only possible if the Silent Majority becomes a factor. After the ballots are tabulated, I’ll write a follow up post with those results.

▪ Where do you stand?
▪ Will you be heard?
▪ Use your vote.
Where do you stand?
Will you be heard?
Use your vote.

Happy October. Happy First Tuesday.

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The Taft Building

Truly historic, the Taft Building is an iconic Los Angeles landmark situated at the renowned intersection of Hollywood & Vine. It’s where classic and contemporary converge at the epicenter of entertainment. Within these walls, a deep impact on the industry is still being forged today.

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Hollywood legends shaped the fabric of the entertainment industry. Their dreams were transformed into fame and wealth that resonate globally. Insiders know that success is still made by being in the right place at the right time. At the Taft, you become part of the Hollywood legend. With fully restored vintage architecture and classic design coupled with modern elements, find the space where you’ll write the next chapter in history.

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Ocean West Capital Partners selected Flux Branding to develop a bold, authentic brand identity for this classic property. Beginning with a study of the original building signage, a logo was created based on custom historic typography. An exciting visual language was crafted that blends yesterday, today and tomorrow. A cool brochure unfolds into a “movie” poster. A new website provides an engaging user experience, floor plans and compelling photography.

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