Campaign Lessons from the Oklahoma Primary

Yesterday, the 2010 Primary Election was held in Oklahoma.  Record numbers of Republicans and Democrats turned out to cast votes for the candidates of their choice.  Many of the races produced results predicted by the polls.  However, the race for governor in the Democratic party had all of the pundits talking after the dust had settled.  Jari Askins, the current lieutenant governor, defeated favored candidate and current attorney general, Drew Edmonson by 1,493 votes out of over 263,000 cast.  Her margin of victory equated to less than one vote per precinct statewide, according noted Oklahoma blogger Mike McCarville.  A Sooner Poll, released two days before the election placed Edmonson 16 points ahead of Askins. 

What, if any, lessons can be learned from this race?  To be sure, smart people will be analyzing this race for the next few weeks, but I think there are a few pointers that can be gleaned now.

• Hard work is essential – Askins campaigned as if her life depended on it.  She showed up at every small town festival, parade, and forum in the state.  Many times, she visited multiple locations throughout the state on the same day.  Known as one of the hardest workers in Oklahoma politics, she cemented that reputation after last night’s win.

 

• Keep the message simple – One of the things I really liked about her campaign commercials was their simplicity.  She didn’t air long commercials which mixed messages about multiple issues (i.e. taxes, jobs, education, etc.).  Each commercial focused on one issue of importance to her constituency.  It wasn’t hard for voters to figure out what she stood for. 

 

• She stayed positive – Contrary to conventional wisdom, Askins kept her message upbeat and positive despite being down in the polls.  This complimented the image of her as a matronly, grandmotherly type.  She gave people a reason to vote for her instead of against her opponent. 

 

• She got the right endorsements – In most cases, endorsements don’t make or break a candidate.  Nevertheless, a few key endorsements can really bolster a campaign.  Just days before the election, Askins notched the support of Oklahoma football god, Barry Switzer.  Commonly referred to as “The Kingmaker,” Switzer ‘s endorsement was a major factor in relatively unknown state senator Brad Henry’s ascent to the governor’s mansion in 2002.

 

• She mastered social media – I followed both the Askins and Edmonson campaigns on Facebook and Twitter.  Askins was a constant presence in the social media realm.  She Tweeted her campaign appearances, news from the trail, and links to pertinent articles and commentary about her candidacy.  When someone asked her a question via social media, she was usually quick with a response.  Contrast that to Edmonson’s campaign, whose updates were much more sporadic.  Askins genuinely connected with her supporters and it paid off in loyalty at the ballot box.

 Askins faces a tough general election battle with the Republican gubernatorial candidate, Mary Fallin.  No stranger to politics herself, Fallin has won all eight of the previous elections she has entered.  Both candidates are hard workers who will leave no stone unturned in search of votes.  One thing is sure, Oklahoma will have woman governor for the first time in state history when the final results are tallied in November.