Why Ron Paul Was Trounced in Iowa: Candidates Must Be 'Brick and Click'.

Let's take a consumers view of the Iowa Caucus results.  Pretend the candates are merely products for sale - say action figures.  Sales results are in, and the Obama and Huckabee Action Figures were purchased by more Iowans than the other dolls in the Presidential Candidate Collection.  Obama accounted for 38% of sales, Huckabee 34%.  Hillary Clinton Action Figures clocked in just below 30%, even though it was a two-for-one offer, with a Bill Clinton doll (hers is wearing the pants) thrown in.

It's most interesting to look at sales figures for the Obama and Ron Paul Action Figures.  These two products had extremely high 'online' appeal, with passionate consumers storming Web stores to purchase the Illinois Senator doll, with it's booming 'pull the string' voice ... and the Texas Congressman doll holding a copy of the Constitution.  Ahhh, but offline, a different tale is told.  Consumers streamed into stores to clear out Obama dolls, but plenty of Paul figures could be found languishing on store shelves this morning.   

Normally, the company producing Ron Paul action figures would be thrilled that it cornered a 10% share of sales in Iowa.  Plenty of profit from that.  But the problem with this particular line of toys, is that the business model specifically states that only one action figure from each line (Blue line and Red line) will continue to be manufactured later this year.  And it looks like the action figures that appeals to consumers who do most of their shopping offline (brick), in addition to shoppers that prefer to shop online (click), will continue to be offered. 

Early indicators and polls taken of shoppers - web polls - led many to falsely believe that the Ron Paul action figure would lead the Red pack.  But as a Wired article back in August noted:

"I think that's what's the most fascinating ... how Ron Paul will do," says Julie Germany, deputy director of George Washington University's Institute for Politics, Democracy and the Internet. "His supporters have overwhelmingly been on the internet," where blog rankings, YouTube videos and enthusiastic forum participation make his support appear "two or three times what it really is."

Well, the sales results are in.  And for now, there are enough brick-and-mortar shoppers still out there hoofing around to keep internet darlings like the Paul Doll in check.  Will things be different some years from now?  Maybe.  But the Obama doll in particular shows that a product with mass appeal - to various demographics and shopping types - will always be a wild retail success.

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Follow-up:  Regarding commenter John's point - a good one - that "the Ron Paul doll sold pretty blandly online from Iowa shoppers as well. He lost the Iowa straw poll (while winning most straw polls) he also lost several online Iowa polls. Farmers just don't care for Ron Paul dolls, online or not:

Sarah Lai Stirland in a Wired article today notes the web traffic for each candidate, from Iowa residents.  And while Obama led everyone, Ron Paul had more than Huckabee (and more than all other candidates except Obama and Clinton), yet Huckabee beat him 34 to 10 percent.  I think the ultimate point stands:  the internet is a communication tool and environment that transmits 'the message', and allows the 'messengers' (Paul fans) to gather and promote their man.  But it cannot in itself overcome the fact that a person and his message has a lower appeal than someone else and his/her message.

Comments

[John]

You're forgetting the Ron Paul doll sold pretty blandly online from Iowa shoppers as well. He lost the Iowa straw poll (while winning most straw polls) he also lost several online Iowa polls. Farmers just don't care for Ron Paul dolls, online or not.

[Jeff Crites]

Good point John. It would've been more accurate to say his online popularity is national in scope, but varies depending on the state.

I think the Paul Doll has a hot appeal to tech folks, who tend to lean Libertarian. They want a product that's lightly taxed and regulated, and reflects their strong belief in personal freedom.