My Speech at Eapc Summit

A few quotes from my speech in Madrid at Eapc Summit:
for any enterprise trying to get a message to the public, the days of single-outlet communications are over
cutting edge campaigns will have to look for smaller and smaller niches
In (only) 15 years of campaigning I learned two lesson:
1. the message is the destinatary (it’s not what you say, it’s what they hear)
2. people not numbers (every campaign strategist must know how many voters needs to win, but numbers are worth nothing if you don’t know how to reach and convince them)

Conclusions:
Database driven campaigns
Every demographic is a swing demographic
Find where are the voters you need to win and how to reach them (one-by-one)
Find the right story and best messages for each segment based on how they live (values,interests…)