Larry D. Lauer

Recent debates introduced talented candidates to the American people. But these entertaining TV shows did not determine who is capable of winning a general election. In the end, impractical program proposals are simply not likely to find the needed support.

Also, cries in the House of Representatives to impeach the president will likely lead to very little. The Mueller report, however, yielded enough evidence of corruption and White House misdeeds to be helpful in a general election.

With all this in mind, here is a game-plan for winning:

1. This general election will require the winning candidate to be realistic about what can actually get done. Eventually, this will mean compressing the best primary election ideas into one compelling, future-shaping theme.
2. That said, I believe that preparing for this election will first require conducting focus groups in each major market to develop and refine market-specific messaging. Mueller report material can and should be an important part of this message development.
3. Each of these groups should include grassroots opinion leaders, not just people with fancy titles. And campaign facilitators should listen for new and imaginative phrases to use in ads and materials.
4. After each session, the best and most experienced campaign thinkers, writers, and graphic artists should gather together to clarify what was said. Graphic artists should be included because how words and images come together can make all the difference. Authentic and imaginative materials in new and traditional media will be needed to win.
5. Individual focus group results, together with the best primary election ideas, should now make it possible to shape an authentic and winning overall campaign theme.

I believe that an “integrated marketing” approach that includes grassroots participation in message development will be the best way to win the presidency in 2020.