Obama Gaining Ground with Face-to-Face ConversationsJuly 31, 2012
Posted on the WOMMA Word
by Jacob Hurwith
July 27, 2012
Word of mouth marketing is not all about converting a client or brand advocacy. Oftentimes, word of mouth can paint a much bigger, American picture when we dig deeper into all those offline conversations.
In the weeks and months leading up to the November election, WOMMA member Keller Fay Group and the National Journal are polling approximately 615 Americans aged 18-69 to determine their thoughts on each presidential candidate. This past week, they released their first results.
In the wake of the Colorado tragedy, conversations surrounding the election tapered off a bit, citing a seven percent drop in conversation about Obama and a two percent drop for Romney. Not helping the former Massachusetts governor, Romney experienced a seven-point drop in positive conversations (31% to 24%) and almost half (48%) of the conversations about him were negative.
When asked which of the following was part of their communication, our incumbent remained the clear leader.
As candidates prepare for the stretch run, ads and commercials painting a negative picture about their opponent have started to take effect. Almost a quarter of the conversations about Romney revolved around an ad as opposed to only 19 percent for Obama. This indicates that voters’ impressions of Romney, more so than Obama, are being affected, both positive and negative, by political commercials.
What are your thoughts? Has word of mouth played a role in your opinion of the presidential election? Are you surprised by their findings? We want to know.
Read more about Keller Fay’s week one results in the National Journal.