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State's mix of urban, rural, suburban regions conducive to political, marketing tests
By Julie Carr Smyth
Associated Press
Published on Sunday, Oct 05, 2008
COLUMBUS: Whether they're picking Pampers or presidents, Ohio is the place to be. The state that gave George Bush his second term is often viewed as just the right cross section of America needed to gauge consumer and political tastes alike.
Got a hamburger to test market? Do it here. A new soap or undergarment to premiere? This is your place. A national political ad to air? We'll eat it up.
Ohio has produced many a test market-driven fast-food chain and big retailer for the same reasons it is a testing ground for politicians: its mix of urban, rural and suburban regions and the blend that brings ideas from East, South and West. Columbus attracts restaurant testers because of its high percentage of young families buying first houses and having their first children. Cincinnati's established suburbs are just right for testing retail products with the well-off professional set.
So, as presidential contenders John McCain and Barack Obama try to sell themselves to voters, Ohio experts on retail tastes offer a few insights into the confounding contradictions of the sought-after Midwest voter.
Lesson One: We want fun — with meaning.
Susan Baba, a spokeswoman for Procter & Gamble Co.'s Mr. Clean, said consumers want some enjoyment from their everyday experiences. Perhaps this is why thousands of Ohioans have been flocking to political rallies this year — particularly those of Obama, Sen. Hillary Clinton and, since he picked Alaska Gov. Sarah Palin as his running mate, McCain.
''Car enthusiasts were telling us that cars weren't being pampered the way they wanted, it had become too much of a mechanical experience,'' Baba said. ''Their car was a personification of what they thought their identity to be, and the car wash experience wasn't meeting those needs.''
The Mr. Clean Performance Car Wash features lounges with wireless access, flat-screen TVs and suds soakers that kids could use to douse the passing cars.
Research confirmed, however, that customers — which, in Ohio, means Americans in general — wanted to be part of something that was giving back to the community, perhaps raising money for the local band or partnering with schools.
If the political rallies, Facebook meet-ups and house parties of 2008 are any indication, voters are already having fun. Bruce Newman, a DePaul University professor and expert in political marketing, says it has been easier than ever this year for candidates to sell voters, their consumers, on the fact that their participation is meaningful.
Lesson Two: We want convenience — without harm.
As the campaigns inch ever closer to the day they must get Ohioans out of their chairs and to the polls, retailers note that consumers are increasingly addicted to convenience.
Dublin-based Wendy's International made its food more portable and added more menu options and late-night hours for a generation too rushed to sit down to a family meal.
Yet consumers also are demanding healthier choices, both for themselves and for the environment.
In politics, Newman said, convenience without risk means making voters comfortable staying where they are, voting for the same party every election.
''I call it the Disneyland concept. People want a thrill and they want it to be easy and convenient, but they want no risk attached. They don't want to go out and climb a Rocky Mountain where there's a real risk of killing yourself,'' he said.
''Convenience in politics basically means not having to put forth much effort to feel that emotional connection to your political party.''
Lesson Three: We want change — and more of the same.
''People in general are well-traveled today,'' said Bob Bertini, a spokesman for fast-food company Wendy's. ''They're looking for different flavors, textures and tastes in their food.''
Yet, Bertini notes, Americans still want their comfortable fallbacks — such as a hamburger.
Chris Boring, president of the market-watching Boulevard Strategies, said Ohio's demographics translate into midscale tastes. So though it has its share of upscale shopping venues, the state loves its big box retailers and national chains. Wal-Mart is the state's largest employer.
''I think a lot of it has to do with familiarity,'' Boring said. ''It's easy, it doesn't require a lot of thought, and you know what to expect.''
COLUMBUS: Whether they're picking Pampers or presidents, Ohio is the place to be. The state that gave George Bush his second term is often viewed as just the right cross section of America needed to gauge consumer and political tastes alike.
Get the full article here.
Comments
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Orrville, Oh
Posted 12:17 PM, 10/05/2008
Consumers taste is limited to staples Human Beings need for life.
Politicians need to support OPEC nations and Enron stockholders, Investors and stockholders in the Illegal Drug Business, Business owners stockholders, Financial Institutions investors and stockholders, Bulls on Wall Street, Hillarys, Wal-Mart stockholders, and foreign and domestic investors (money marketers) marketing more stock dividends (money) quarterly. In the wholesale and retail price of every product and service Human Beings cannot even digest or use for life. For votes! That gets only product or service. To measure and maintain the strength and growth of this unaffordable economy and prove that only money that can only be used to identify agreed value of sellers and buyers in the marketplace has value?
Posted 01:29 PM, 10/05/2008
Yes Ohio, you do matter. Correct your wrongs from the past. President Bush was the worst president our nation EVER had. You have the power to bring this great nation to its feet again. Vote Obama he will bring change and renew our pride in this great land!
Akron, OH
Posted 01:36 PM, 10/05/2008
Move over, Peoria, IL.
