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Now that marketers are learning that policy matters, this panel of political insiders will discuss what they need to do to have an impact?
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Make an Impact in
Governmental Affairs
Wright Andrews Bennet Kelley
Wright AndrewsFounder – Butera & Andrews
Chief Legislative Asst. Sen. Sam Nunn
President of Amer. League of Lobbyists Top 50 Lobbyists
Washingtonian Magazine
Bennet KelleyFounder – Internet Law Center
AGC, Director of Gov’t Affairs -- ValueClick
Nat’l Co-Chair -- DNC’s Saxophone Club
Co-Vice Chair -- Cal. Bar Cyberspace Comm.
LA Press Club Awards for Commentary
Began career with one of Washington’s top lobbyist
Clippings
Getting Past the “L” Word
Spot the Lobbyist
Two Cautionary Tales
What happens in Washington stays near Vegas.
The tale of the cookie that was a spy.
Coming Attractions Behavioral Targeting Privacy Email Legislation Amazon Tax Download Tax Utah
Internet Industry Assn Warning
The inability of the industry to engage in policy issues with anything more than loose coalitions and ad hoc committees has left the industry vulnerable to stronger and well-organized competitors who are better able to work together to achieve policy goals.
Results: The lack of any educational programs or outreach
to policy makers, “leaving a disastrous gap in their ability to understand the industry and its issues.”
The lack of early warning capabilities, so that industry is frequently caught off guard.
The inability to quickly commit resources to respond to threats.
Measuring Internet Players’ DC Clout
50 Company SampleAmerican Airlines
Boeing Fed Ex United Airlines Ford GM Apple Intel Microsoft Oracle RedHat Verisign Lockheed MartinNorthrop Grumman PG&E Southern Co. Charles Schwab Tenet Healthcare
Qwest Sirius/XM Tmobile VerizonAltria IAC
AmazonAmazon Drugstore EarthLink
eBay eBay Etrade
GoogleGoogle Monster.com Overstock.com United Online
YahooYahoo
AllstateBlue Cross GE Xerox Exxon/Mobil Eli Lilly Glaxo Smith KleinJohnson & Johnson Pfizer Proctor & GambleCox EnterprisesAT&T Clear Channel Comcast Motorola
Qualcomm
Lobby/PAC Expenditures 2003-2008
AT&T - $80MM
Microsoft - $18MM
Amazon, eBay GoogleYahoo Combined
$10.6MM
Average $9.2MM
Total Lobbying/PACs 2003-2008Over $100MM:
US Chamber of Commerce AARP AMA
Over $50MM AT&T National Assn of Realtors Microsoft
Over $20MM Ford Comcast Cellular & Telecomm Internet Assn National Fed of Independent Businesses
Over $1MM Outdoor Advertising Assn Direct Marketing Assn Digital Media Assn American Assn of Adv.
Agencies
New Entrants Interactive Advertising
Bureau Internet Commerce Assn
Google, Yahoo, Amazon and eBay – 6 Yr Total: $14.1MM
War is Politics by Other Means – Carl von Clausewitz
Lobbying is Business by Other Means – Bennet Kelley
Political Actions, Business Consequences
Many Davids > Goliath
Fortune Power 25 (2001)
1. Nat'l Rifle Ass'n2. AARP3. Nat'l Fed of Independent Business4. American Israel For Affairs Comm. 5. Ass'n of Trial Lawyers of America6. AFL-CIO
9. Nat'l Ass'n of RealtorsAlso includes American Medical Ass’n, National Education Ass’n, American Farm Bureau, National Right to Life Committee, Nat’l Restaurant Ass’n.
Key Factors Influencing Legislative Decisions Policy
Policy Arguments/Solutions Level of Congressional
Understanding of Issues Costs, Jobs & Competitiveness
Players Media Grassroots Committee and/or Subcommittee Congressional Leadership) Administration Industry
Key Variables Political Strength & Level of
Commitment of Sponsors Nature & Strength of
Opposition Campaign Contributions Timing Key Player Involvement Coalition Lobbying
Ten Tips for Effective Lobbying1. Be Informed About Them2. Be Prepared3. Be on Time4. Be Brief and Focused5. Be Factual6. Ask Questions7. Be Courteous8. Be a Constituent9. Request Something10. Follow Up
#11: Don’t Assume They Understand Your Business
What do you think of Affiliate
Marketing?
Remember Uncle TedI just the other day got, an
internet was sent by my staff at 10 o'clock in the morning on Friday and I just got it yesterday. Why? Because it got tangled up with all these things going on the internet ... They want to deliver vast amounts of information over the internet. And again, the internet is not something you just dump something on. It's not a truck. It's a series of tubes. .
Make It Relevant Economic
Benefits/Consequences Jobs (within district) Consumer Benefit/Loss
Survey Data White Hats On Your Side
Associations Many assume
monitoring role Beyond that requires
commitment Washington Presence Staffing Key companies
participating PAC
Establishing & Maintaining Clout Relationship Building Grassroots Network Lobbying Media Maintaining Presence
Questions?
Wright AndrewsButera & Andrews1301 Pennsylvania Ave., NW, Suite 500Washington, DC 20004Phone: 202-347-6875 Fax: [email protected]
Bennet KelleyInternet Law Center100 Wilshire Blvd, Suite 950Santa Monica, CA 90401 Phone: 310-452-0401 Fax: 702-924-8740bkelley@internetlawcenter.netwww.internetlawcenter.netSanta Monica Washington South Carolina
