President Joe Biden is adopting a different approach to his election campaign. Instead of large-scale rallies, the Democratic incumbent is focusing on smaller, more intimate events, such as visits to local businesses, barbershops, and even individuals' homes. This strategy not only plays to Biden's strengths as a retail politician but also reflects a shift in the media landscape, where platforms like TikTok and Instagram have become valuable tools for reaching voters.
One example of this strategy was seen last month in Raleigh, North Carolina, where Biden visited a boba tea store and then had a 'kitchen table conversation' at the home of Eric Fitts, a local school system worker who had benefited from the administration's student loan forgiveness programs. Although the visit was closed to reporters, Fitts' son Christian shared a 57-second video on TikTok, offering a behind-the-scenes look at Biden's visit. The video quickly garnered millions of views, demonstrating the potential power of these smaller interactions.
Biden's deputy campaign manager, Rob Flaherty, emphasized the need to go where the people are, especially in today's media landscape where individuals consume media on various platforms catering to their interests and preferences. The campaign recognizes that their target voters, often younger and more racially diverse, may be less engaged with the political process and less enthusiastic about a Biden-Trump rematch. Therefore, the campaign is widening the aperture of President Biden's outreach efforts.
While Biden will still hold set-piece events, particularly closer to the summer when more voters start paying attention, the campaign sees significant value in these smaller, more personal interactions. Trump's campaign, on the other hand, focused primarily on large rallies and sporting events. Biden's team believes that his approach will show the American people a different side of the president, potentially boosting his poll numbers.
The president's go-small strategy began earlier this year with visits to various small businesses, such as a cycling store and a running specialty shop in Emmaus, Pennsylvania. Biden engaged with the owners, highlighted the effects of his economic policies, and even indulged in a smoothie from a nearby coffee house. The goal of these interactions is not just to showcase the softer side of politics but also to have the president's message amplified by the business owners and individuals he meets.
Biden's campaign has also focused on specific demographic groups. During the South Carolina primary, for instance, he visited the Black-owned Regal Lounge in Columbia, where he mingled with barbers, staff, and patrons. In Michigan, he gave a local businessman a ride in his armored limousine. And just before Nevada's primary, Biden made stops at an Asian American-owned boba tea shop and a hotel on the famous Las Vegas strip to meet and greet workers from the influential culinary union.
Democratic strategist Teddy Goff, who worked on Barack Obama's presidential campaigns, acknowledges that the campaign is not only fighting against Donald Trump but also competing for people's attention with platforms like ESPN and TikTok. To succeed, candidates need to find a way to engage viewers in that environment and be true to themselves.
Biden's team recognizes the effectiveness of personal encounters and viral moments. They believe that having numerous outside voices praising the president is more impactful than producing content directly from the campaign. Ultimately, this go-small strategy aims to reach and connect with voters on a more personal level to secure their support.
As the election season progresses, it will be interesting to see if Biden's retail politicking and intimate interactions can help him gain ground and secure a victory in November.
