Santorum’s timely peak offers 3 marketing nuggets

Just last week, an Iowa Register poll suggested that Rick Santorum would take 15 percent of the votes during Tuesday’s Iowa caucuses. Over the next couple of days, his popularity surged and last night be ended up with 24.5 percent to virtually tie with Mitt Romney. It was a “stunner,” reporters say.

Santorum has been credited with peaking in the polls at just the right moment. Was this a calculated move? Will his popularity stick or peter out as the debates, character studies, TV ads, public appearances and inevitable glad-handing continue? Though I’m not a Santorum fan and all political opinions aside, his campaigning reinforces a few things for me as a marketer.

1. He worked hard. Santorum spent over a year visiting all 99 counties in Iowa. As political reporters like to call it, he took a shoe-leather approach. Pounding the pavement doesn’t have to be so literal and physical with everyone’s marketing, but it must be consistently moving forward in whatever form it takes.

2. He made it personal. He shook hands and had private conversations with Iowa voters. Looking someone in the eye and showing that you care — whether it’s about someone’s vote or someone’s credit card number —still matters in a lot of cases. A phone call is more personal than an email. A visit is more personal than a phone call. When someone is making a buying decision on more than price, getting more personal can make the difference.

3. He related to his audience. He drove around in a pickup truck, eschewing the luxury motor homes that other campaigners reportedly rode in. I have no doubt voters in small towns all across Iowa appreciated his image of earthiness. Image is important, so be sure you’re conveying the right one for you audience.

New Hampshire is next and the politicos are predicting an uphill climb for the conservative father of seven. I’ll be watching how well Santorum fairs.