You can’t have failed to notice that in Britain we are in the middle of a General Election campaign. I’m not going to discuss any of the issues here, but wherever your allegiances lie, the parallels between the election campaign and an advertising campaign are there to be seen.
On one level, it’s easy to see that many of the techniques used to “sell” the product are similar with all the political parties using well tried techniques like press adverts, billboards, mailshots and even door-to-door selling (although it’s called “canvassing” in this context). There will also be TV ads, though of course, their format is strictly defined and they’re actually called “Party Political Broadcasts”.
And of course, this is the first election in the UK where social media networks are playing a significant role. President Obama’s use of the internet during his 2008 presidential campaign was particularly effective and the major players on the UK political scene are devoting serious time and energy towards emulating his efforts. What’s more, these techniques can be particularly cost-effective, and all the parties are feeling the financial pinch, even if they have big financial backers.
Basically, nothing is being left to chance and every possible communication channel is being utilised to get the message across to the electorate.
On another level, there is something else going on. Politicians know that for many voters, the thing that finally decides how somebody will vote is not their view on a party’s policies or their track record. As much as anything, it’s whether or not the candidate or party leader is somebody that the voter likes and trusts.
I see this as another reflection of the idea that people do business with people, particularly people that they know, like and trust. As owners and managers of businesses, we should always remember this.
If you’re not using the techniques that the internet offers to build and strengthen the relationship between your business and your prospects and customers, the election may be a timely reminder that your marketing strategy needs updating.
If you want to discover new ways to communicate with your “electorate”, call 0117 911 4187 now or send an email to info@italicmarketing.com.
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