Frank Strategies: The Blog


Watch Charlie Crist Dig His Own Grave
April 29, 2010, 10:43 am
Filed under: Online Video, Uncategorized | Tags: , ,

For all the wit, creativity and special effects available to political candidates these days, often the most devastating political web videos only feature a candidate’s opponent using his own words to hang himself.

The most recent example is the video below, which was released yesterday by Florida Senate candidate Marco Rubio. You’ll note that Rubio doesn’t even utter a word in the clip – he just lets Charlie Crist, who’s now apparently planning to mount an independent bid, to go way out on a limb. A limb he’s going to saw off himself today.

It reminds me of our Creigh Deeds post-debate video in last year’s Virginia gubernatorial campaign, also posted below. It all reinforces the old campaign adage: when your opponent is self destructing, just get out of the way and let him do it.



Another Study Shows GOP Beating Dems in Online Video
April 27, 2010, 5:56 pm
Filed under: Online Video, Republican Party, Uncategorized

Via TubeMogul, here’s a pretty cool – and constantly updated – series of charts showing combined online video views for Republicans and Democrats in the House and Senate.

While there are spikes from week to week as big issues and big videos catch the public’s attention, it looks like the GOP has a big lead over Democrats in all-time views – roughly 20 million to 12 million in the House and 2.6 million to 1.6 million in the Senate.



How to Brand Your YouTube Channel Effectively
April 27, 2010, 11:08 am
Filed under: Online Video, Shameless Self Promotion

Via Mashable, here are 10 Killer Tips for Creating a Branded YouTube Channel. It includes smart ideas for the corporate, small-business and political worlds alike. I’m especially partial to #3:

3. Avoid Over-commitment Issues
Strongly consider outsourcing. I’ve never met a marketer who wasn’t time-starved. Let’s face it: You probably don’t have time to be uploading content, let alone coming up with titles, descriptions and tags, friending, rating, commenting and optimizing. And I’m giving you fair warning: Entrust this project to a summer intern at your own peril.

While you should allow yourself the flexibility to experiment, YouTube can be a high-profile place to make gaffes, so don’t say I didn’t warn you. If you’re going to outsource, you might consider looking for a specialist who is already set up and can implement your strategy. Creating web videos and knowing how to market them on YouTube requires a whole different skill set than web development — just because it’s online doesn’t mean that it’s a job for the company that builds your website.



An Online Marketing #Fail for Sheraton
April 26, 2010, 8:21 am
Filed under: Uncategorized | Tags: ,

So while reading this morning’s Wall Street Journal over a cup of coffee, I noticed a large ad at the bottom of page B3 (yes, I still read the old-school dead-tree version.)

The ad features a beautiful picture of lounge chairs on what appears to be Waikiki Beach and the headline “Rediscover Sheraton with Unlimited Free Weekends.” The ad touts that if you stay three times at a Sheraton, you get a free weekend night at one of 920 Starwood properties around the world.

Since I’ve got a multi-night stay at a Sheraton scheduled for next week, I happily logged onto the advertised website, Sheraton.com/Freeweekends, to register. There’s just one problem: it’s not even possible to register for the promotion until Saturday – May 1.

What are the odds I’ll remember to register for this promotion when I’m on a business trip next week, or when I return the following week? I might. But then again, I probably won’t.

And therein lies the lesson for all marketers. If you take out an expensive, beautiful half-page ad in a national newspaper – or run a TV ad, or send a direct-mail piece – you’d better make sure that whatever action you’re urging people to take can actually be taken when people see your ad. Because they’re almost certainly not going to come back in five days and do what you want them to do.

There’s absolutely no reason why Sheraton’s website can’t handle a simple registration signup right now – just enter your name, email address and maybe your Starwood Preferred Guest number. Boom. Simple. Piece of cake. But how many prospective loyal customers are trying to do that today, only to be turned away frustrated, never to return? Probably only Sheraton’s web metrics folks will ever know.



New Video: AFP’s Entry in the EPA’s “Regulations Are Awesome” Video Contest
April 21, 2010, 4:59 pm
Filed under: Energy / Environment, Online Video | Tags: ,

A couple of days ago the EPA asked people to submit videos showing how great federal regulations are. Tongue planted firmly in check, Frank Strategies produced Americans for Prosperity’s entry.

As you’ll see, here at Frank Strategies, whenever a client asks, “Can you add a fart sound effect to the video?” the answer every time (so far at least) is a resounding “Yes!”



Video: Uninformed Tea Party Crasher Claims Obama Hasn’t Raised Taxes
April 16, 2010, 7:39 am
Filed under: Online Video, Protest, Taxes | Tags: ,

The latest Frank Strategies LLC video, produced for Americans for Prosperity at a Tax Day Tea Party in Washington, DC:



New Media in the UK Elections
April 12, 2010, 1:00 pm
Filed under: Uncategorized | Tags: ,

Dying to know how the Internets are being used in the current UK campaigns? Here ya go.