Photo from www.oharagov.com
The state of Montana is known for a lot of things, including its world-class fly fishing, exceptional beef and grain production and energy development. But in a state whose population just topped one million, you wouldn’t think that it would be a hot bed of politics.
Democrat Brian Schweitzer has been Montana’s governor for almost 8 years. Overall, I’d say that Montanans have liked him (although secretly I believe that we’re all tired of the bolo ties and blue shirts) but in a state in which most elected officials are term limited, his administration will soon come to an end. And boy, there are a lot of people who want to replace him—there have been 15 republicans, democrats, independents and libertarians who have entered the fray.
Some have been able to raise some pretty substantial cash to back their run. I am far from making a decision as to who I will vote for, but there is one candidate who has captured my attention and demonstrated how some planning, perseverance and creativity can, at the very least, get you noticed in a crowded field.
I saw my first Jim O’Hara sign on a drive from Billings to Bozeman last year. It was a hand-painted plywood cut out of a courthouse with a simple message beneath it. As my travels expanded across the state, so did my sightings of these unique billboards. Although perched on poles in fields, and lacking the traditional “slick” look of campaign boards, there was something about these homemade signs that intrigued me.
I started researching who Jim O’Hara was and learned that this Chouteau County commissioner had been planning a run for the governorship since the mid-2000s. I also learned that it was he who had painted, cut and constructed each of these signs—a total of 70 of them, one for each of the state’s 56 counties and some extras for those with the highest populations.
Energy marketers can learn some valuable lessons from O’Hara, whose fundraising has not been as great as other candidates, but who has garnered national attention for his efforts:
- Think ahead. Although the energy development industry is fast-moving, you need to plan your efforts today, tomorrow and in the future.
- Work with what you have. You may not have the deepest pockets in the Bakken, but you can make the most of your marketing budget by using those things that are available to you. The side of your vehicle, our business cards and your website are just a few of the things you can look at maximizing to promote your brand message.
- Be authentic, and you’ll be unique. O’Hara happened to love the architecture of courthouses, particularly the historic ones across Montana . He used that appreciation as the basis of his brand in his campaign. Allowing your brand—and your corresponding marketing efforts—to authentically reflect who you are will set you apart from your competition.
As for O’Hara, I don’t know if he’ll be our next governor or not. But I do know that he’s caught my attention and that of voters across the Treasure State.
UPDATE: See the CBS News story about Jim O’Hara here.
