Many years ago, a president's inauguration used to take place in March. The reason for the date, was to give ample time for the new president to arrive by carriage.
William Henry Harrison was the first president to arrive by train for his inauguration on March 4th 1841. The trend was followed when Abraham Lincoln arrived for his inauguration in 1861 by train as well.
So why is Obama arriving in the same fashion that was popular in the 1800s?
Because it is part of his selling techniques.
Although he already won the election, he must continue to sell himself to Americans and reinforce the idea that America made the right choice.
Arriving by train is an unusual transportation choice to be made by a president. However, according to Mark Hughes' book Buzzmarketing, unusual is one of the 6 buttons of buzz. Obama's train ride was a strategic move to get Americans talking about how unique his arrival for inauguration will be. This helps present Obama as a unique person himself, and very different from the last president, something Americans desire.
So what has Obama's train ride taught us?
If you want to present your company as unique, then allow your selling techniques to be equally unique.
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