VOTE....

Today is the Illinois primaries. Here in Chicago, the city where even the dead vote, politics are pretty tough. More like bare knuckle boxing than campaigning. 

As the big day approaches I'm always amused by the political advertising. I find the mudslinging, phony endorsements and misleading statements laughable.

But, in many ways, the same tricks are used in commercial advertising -- we just call them techniques. (Kidding. Just kidding!)

Here are a few random reports from the field that you may find informative -- or at least interesting:

POSTCARD FROM THE EDGE: Beth left a postcard by my dinner plate. On one side was a controversial issue both Beth and I are against. On the flip side I expected the candidate to be against it too. He wasn't. Why send this postcard to us? Did he even think about his list? I don't know where he stands on anything else, (he doesn't cover that) he's only focused on one controversial issue. We could be in 100% agreement on everything else. But most voters won't  think that hard. They just won't vote for him. And he's the incumbent! Marketing Mistake.

OVER ENDORSED: I heard a radio spot this morning with a former president singing the praises of a local politician. A former president! And the way he pretended he was good friends with the local guy made me laugh. He said: "If I lived in your area I'd vote for him." Come on. This is a PRIMARY. Do we need a former president's endorsement for a local contest? How much overkill is that? Made me wonder how close the other candidate was. And why the incumbent would be so worried. Maybe the other guy has something worth looking into... Marketing Mistake.

GET PAID TO VOTE: On the non-partisan side, the League Of Women Voters in one suburb is turning your voting receipt into a coupon with a list of local merchants (Thanks for the info, Pat Davis). Bring in your stub and get a free cup of coffee or a 10% discount or something nice. Creative idea. It may not double turnout at the polls. But, with historically low primary turn out, it may get a few more voters out. (Not necessarily well-informed voters. But you can always read your political mail to get informed!) Marketing Mastermind.

The marketing lessons? Be sure you know who is on your mailing list. Don't focus on only one selling point. Don't use an endorsement that doesn't fit. Most importantly be creative in your thinking.

And remember, as we say in Chicago: Vote early. Vote often.

- Phil Sasso