Santorum Test Markets for Obama

by Mark Edward Taylor on January 5, 2012

F our years ago, Barack Obama gave a victory speech after a record Democratic turnout propelled him to a come–from–behind Iowa caucus win. On Tuesday night, the president touted his administration’s victories as spoke to devoted Iowans over a live teleconference video feed. Obama plugged the end of the Iraq war, health care reform, and college affordability as his key achievements. He repeated his reelection mantra that everybody reserved a “fair shot” and chided Republicans for supporting “tax cuts for the wealthiest among us.” “We’ve done a lot, and we have a lot more to do,” Obama said. “That’s why we need four more years.”

In Iowa’s Republican caucus, Rick Santorum jumped up from single digits to “lose” by just eight votes to the more organized and well–moneyed Mitt Romney. Romney’s camp can claim that a win is a win, but the Massachusetts governor actually got less votes in 2012 than he did in 2008. And Santorum ran a low-budget campaign with little advertising. He spent only $1.65 per vote, while Romney paid $113.07, according to one Tweeter’s estimate.

S antorum’s strength was a consistent message grounded in his own populist, blue–collar creation story. St. Obama’s rebranding is telling the same story as it focuses on the president’s love and concern for “the people”—war weary soldiers, the sick and disabled, college students, and especially the middle class. Santorum’s campaign persona appears to be test marketing the potency of Obama’s rebrand for his probable run against Romney in the general election.

{ 1 comment… read it below or add one }

Freddy Winter February 2, 2012 at 2:01 pm

Hi Mark, it was nice talking to you earlier, Freddy.

Reply

Leave a Comment

Previous post:

Next post: