Political marketing is a set of communicative actions carried out by a consultancy or a marketing professional with the aim of boosting the reputation of a political representative or group, by showing the advantages of their proposals and ideas.
Do you remember who you voted for in the last elections? Do you monitor the facts of your political representatives daily?
If your answer was no, politics may not capture your attention. But the reason can also be another: the candidate you have voted for does not carry out political marketing actions or campaigns.
If you are unfamiliar with this concept, keep reading! We explain it in details below.
What is political marketing
Political marketing, or political marketing, is a system made up of methods, techniques and practices, which seek to strengthen the relationship between an electorate and a candidate, a government, a party or a political group.
Strengthening the relationship, in this area, means developing communication between the candidate and the voters , building a solid political image that transmits confidence and security, in order to win the acceptance and sympathy of the electoral market.
But beware: political marketing must be used responsibly .
The best way to do this is by seeking to meet the needs of society, in addition to educating voters about the political life around them, promoting their participation and keeping them informed about the work carried out during the mandate.
What Political Marketing strategies can be applied
As we said before, political marketing applies communication techniques with the aim of building a strong and charismatic image before the target audience.
For that, some strategies are carried out.
1. Analysis of the electoral market
To be able to obtain positive results, political marketing must understand what moves people, what makes them resist difficulties, and how they build their beliefs in a better world.
The analysis of the electoral market is capable of offering these answers.
Surveys and questionnaires are some of the research methodologies that are most used to understand voters, their wishes and their needs.
Also with the help of the Internet and social media, it has been much easier to conduct research on voters and to pinpoint where their opinions and attitudes are going.
2. Creation of a political brand
In the same way as in business, politicians also carry a brand .
The brand of the politician is his identity , from which he must draw all the inspiration to develop his political ideals. The profile of a candidate is studied in order to plan the image that will be projected to society.
For example, some politicians are recognized by the electorate as representatives of health or education. Meanwhile, others are seen as economics connoisseurs.
Whatever your brand, marketing will help build it through a branding strategy .
3. Building a community
A candidate needs to keep the electorate by his side if he wants to have the political force necessary to carry out his projects.
That is why it is considered so important to bring people together and create a community.
If in the past the only way to do it was through activism and political militancy, today it is possible to achieve the same result in other ways.
With the popularization of social networks, one of the most used tools is the creation of groups.
Media such as Facebook and WhatsApp allow several users to meet to debate and converse on topics of the same interest.
4. Investment in content
The content marketing can be very well used by politicians to achieve several benefits.
The production of quality material enables the electorate to be educated . For example, a good article can explain what is the importance of certain projects or why to vote against or for something.
Another advantage is the propagation of the candidate’s image. Good content tends to be shared on social networks, in this way, the politician and his proposals reach more people.
Finally, it is also possible to generate “ leads”, that is, attract people through content, lead them to a community and transform them into its supporters.
5. Presence on social networks
Contact with voters is very important . It is from him that ideas arise to implement actions, not only of communication, but also of proposals and projects.
Social networks allow that communication to be effective.
A politician who is interested in listening to and understanding people, maintains ties that may even collaborate if an attempt to reelect the candidate occurs.
Another benefit is the possibility of keeping the people informed about the work of a politician, such as, for example, what measures he has taken to improve security in a neighborhood.
What examples of political marketing exist
There are many examples of political actions based on the use of marketing.
If you have accompanied the 2016 American presidential elections, it is very likely that you have seen the case of Senator Bernie Sanders.
A junior United States senator for the state of Vermont and a Democratic Party pre-candidate, Sanders had less than 3% of the voting intentions in the party’s primaries .
To resolve the funding gap, his team developed an online fundraising strategy , reaching out to each party constituent with a personalized message.
The result of this campaign, led by data analysis work, was incredible: $ 218 million raised with small donors, generating an average of $ 27 dollars per donation.
To increase his popularity, Bernie invested in content production. He has recorded more than 550 videos talking about his proposals and projects. The videos have generated more than 42 million views on Facebook alone.
As a result, Sanders and his team saw the 3% transform to 43%, coming very close to winning the primaries.
Now that you know what political marketing is and the actions that need to be taken for the mandate to be truly effective, learn more about marketing! Make sure you know the 81 main types of marketing, explained with visual examples.
How political marketing work ?
A discipline that includes all the investigation, management and communication techniques that are used in the design and implementation of strategic actions of a political campaign. Avraham Shama, writer and professor in the department of marketing at Baruch University in New York, defines it as “the process by which political candidates and ideas are directed to the voters in order to satisfy their political needs and win their support for the candidate and his ideas”.
What are the bases to implement a good political marketing strategy?
Above all, be clear about the objectives and knowledge of the target you are going to address. In addition, the knowledge of strengths and weaknesses, knowing how the competition is positioning itself, and with it, the identification of possible problems and opportunities are relevant points for the implementation of said strategy.
How is the effectiveness of a political marketing strategy measured?
At first glance we could say that the objectives of an electoral campaign is to win an election, but this is not really always the objective of all political parties. Other relevant objectives are the dissemination of the ideals / ideas of a political party or obtaining certain votes to have enough political force to be part of the opposition.
For all these goals, the base measure is the same: influence voters. For a long time, political parties have relied on their “nose.” Currently there are opinion poll techniques and statistical data analysis available that help us to know what the X-ray of our citizenship is.
Why is digital strategies so important today in politics or political campaigns?
Digital environments are already part of our lives. The Internet enables an individualized and personalized relationship with an infinite number of users, in which the political organization or the candidate can interact individually with all of them. Social networks are the fundamental pillar in our times, since the interaction with the user is much greater. In addition, social networks help us to spread the electoral message at low cost and high speed.
They also offer infinite advantages, such as the permanent updating of databases, evaluation and measurements of incidents in real time, direct contacts with project recipients, the opportunity to know the opinions of the actors with whom they interact, personalization and specification of the work to be carried out. carry out and know permanently topics of interest, events and conjunctural aspects. All this without forgetting the contribution of the image of modernity: the candidate and the political organizations can no longer be oblivious to technological advancement and innovation.
Is it all fair in political marketing?
Unlike commercial advertising, whose role in sustaining democracy is non-existent, political advertising does fulfill a mission in protecting the health of our democratic system. Self-regulation that provided a code of ethics would be useful to mark stricter red lines than those already drawn by law in the field of political marketing. In addition, although the limits on the content for political campaigns are scarce, which may refer to competition, the same does not happen with time restrictions and financial resources. They have a start and end date and budget caps.
Where is political marketing headed?
Beyond its role as a winning instrument for particular projects, political marketing can help improve political production and enrich the electoral offer. Political marketing is a mechanism for creation, new ideas, new images and, above all, seduction.