During this season of left vs. right, Democrats vs. Republicans, free markets vs. socialism, I’m painfully reminded of how much money is being spent to elect our next President.  Billions have been raised on both sides far eclipsing the last election to fund conventions, events, advertising, political consultants, polling, dirty tricks, mudslinging, downright lies… you name it.

What’s really interesting is that these billions of dollars of uncivil discourse only target about 8% of the voting public – the undecided voters who determine the election for everyone.  And we all know this is true.  The 92% majority are evenly split and already committed to their guy.  No matter how much spending and mudslinging occurs, they will not vote the other way.  Meaning, either party can gain no more than eight market share points.  The Coke vs. Pepsi wars are the same.  Share gains only come from non-loyal cola drinkers, the independents.

Regardless of your opinion of either candidate, any incumbent starts with a solid lead because undecided voters already know who he is, how he governs, and the approaches he takes to economic and social issues.  They may not like how it’s going, but they know all they need to know to make an informed decision.  The challenger has a tougher task.

So what does this have to do with relevancy?  John Morabito (fellow relevancy enthusiast) and I were having lunch last week and the topic came up.  And it became pretty clear.  Awareness marketing is about getting elected for the first time.  Relevancy marketing is about getting reelected every time thereafter.

Traditional awareness marketing gets the word out, does research, introduces the product, takes it all over the country, does the Today Show – all in an effort to gain distribution and induce trial.  The Republican primaries were all about who the candidates are and, eventually, Governor Romney was selected and is out there introducing himself to as many voters as possible.

Since President Obama is the incumbent, awareness pre-exists so awareness tactics are not needed.  Obama’s marketing priority is relevancy and why he matters.  As his policy cards are already on the table, Obama needs to broadly assert that he is President, not just Presidential.  Rather than chase votes, he needs to attract them.  This requires confidence, competence, and commitment (real or perceived).  If enough of these undecided voters buy it, Obama is re-elected.  If not, Romney will become our 45^th President.

Business can learn from this.  When awareness pre-exists, it’s time to elevate the conversation beyond ‘who you are.’  Those established companies that can help shape the future should do just that.  The market seeks your expertise and guidance and wants to believe you can help guide them to the Promised Land.  Those willing to step up and take the lead are rewarded, as they are the ones that get to enjoy the most influence and get to do business on their terms.