When the candidate of a political organization is selected to compete for a popularly elected office, time is shortened. From the moment you receive the official nomination and until the day of the election, the times seem to narrow significantly and astonishingly. Those same times, together with the hands of the clock, are accelerating … Time, both in life and in an electoral campaign, begins to pass faster and faster. What to do about it? Here you will find a fast and effective way to make the most of that time, optimizing resources and, logically, providing ideas for the candidate to achieve the objectives set in his campaign: to win the election!
Tips to Make a Great Electoral Campaign
The first thing that an accredited candidate for public office – regardless of his nature – must surround himself with a campaign team, professional political consultants who will successfully cover the intricacies surrounding the campaign’s short time. electoral. Political consulting is probably one of the most efficient and fruitful tools in accompanying the candidate towards his electoral victory. Gone are the clairvoyant candidates who claimed to know their electoral niche more than anyone else. It is necessary – if you want to win – to put yourself in professional hands, since it will save time and money, in addition to placing the candidate one step away from victory.
1.- The team of political consultants will establish a kind of chessboard, with lapses, resources, strategies, and above all else, it will begin with an electoral investigation process. The electoral investigation must be carried out scientifically, that is, through public opinion studies. It should aim in the following directions: statistics of the last four elections, knowing the adversaries, establishing what the people want, in addition to, logically, inquiring about the electoral laws in force. This establishes a solid floor for the candidacy, since knowing what people think, in addition to how they have historically voted, supports the solidity of the strategy, the definition of the target audience, the sectorization of that same audience and obviously, it will better handle the ceilings and political floors of the candidacy. Who are my adversaries? They are those who will contest the same number of votes with the candidacy. Knowing them is of imperative importance, as this will save valuable resources that are always scarce, but necessary. The electoral investigation tries to handle information … and information is power.
2.- Every candidacy sets electoral objectives and in them, based on research, the numbers to which the candidate wants and can obtain arise. How many votes can you get? Which voters does the candidacy count? From what socioeconomic strat do they originate? Rural or urban population? How are the voters of the candidacy different from those of the competitors? How much money does the candidacy count to get to the day of the election? These questions are in the campaign command all the time and aim to expeditiously resolve the objectives that, as watertight compartments, are going to delineate the campaign and, of course, the guide for the candidate.
3.- If the electoral campaign is like a game of chess, each piece must be scrupulously moved according to the objectives set out above, also according to what opinion studies constantly show. Once the objectives have been defined, four questions of capital importance arise for the candidate. It is referred to in this quick guide as 4X1: Why are you going to vote for me? Where should I focus my efforts? How can I build credibility? What do I represent in this contest and why? All these questions, objectively speaking, are reasoned in the campaign commands, since voters must feel motivated to vote for the candidacy: the strategy, the message and the differentiation must be pillars that generate vigor to attract voters. The efforts of the campaign should be directed fundamentally in the electoral niches where the candidacy generates a “doubtful sympathy” and not in the “hard vote”, because clearly, the hard vote, is and will continue to be –except for some unforeseen setback– a safe space for voters that the candidate will have. Words such as “change” are fundamental when the candidate opts for a public position to an official candidacy, but this change must be manifested in strategies and messages that, with originality, are presented to citizens in order to do so,
4. Every powerful campaign has a message… a story to tell. In it, an integrated and coherent cluster of values, government programs, ideas and feelings hook the candidacy to a credible story. It is characterized because it answers a specific question: why is a candidacy presented as a real option for power? In that story that the candidate and the entire campaign team must meticulously position, the following characteristics must be present, unavoidably: the strength of the story and, of course, the strength of who is telling it. Values that highlight the importance of politics, honest candidates, citizenship projects that strengthen democracy.
5.- We move to the epicenter of ideas: the campaign command. The physical, human and intellectual place where history is cooked, where the chess pieces move and where, of course, the work team works every day and, of course, the candidate. The electoral organization is, without a doubt, one of the most important parts to achieve victory. In command, the organization must be like the operation of a Swiss watch: millimeter precision and absolute effectiveness. However, it is the concrete steps that characterize that fine timepiece to run smoothly. For this, there must be a campaign organization chart in which the different responsibilities of the team are clearly established. From the candidate, through the campaign manager, to the mobilizers, volunteers, creatives, content generators, the links with journalists. Everyone must assume their responsibilities, fulfill them and establish a daily list of duties to be fulfilled. It is possible that, as in any work team, strong discussions and even certain ruptures are generated, the electoral campaigns keep the team in suspense until the day of the election. The campaign team directs the actions to prioritize the areas – with their respective messages – where the candidate should go and spare no human or financial effort in measuring precisely where the candidate should visit … the land belongs to those who work it.
6.- The candidate must have an agenda and it must be handled with great care. The work team must manage it so that at all times these distinctive aspects can be observed: its positioning that will allow it to be an authentic depository and transmitter of the values promoted by its candidacy, making possible its connection with the hard voters, and increasingly to generate sympathy in other electoral niches. If the candidate earns their seal of distinction, they are prepared to show why they are in the running. He will handle with vital energy the main issues that, according to opinion studies and the campaign team, dictate as a recipe to achieve the proposed objectives. It will have a language of its own, jinglesinnovators and build your own communication script with your constituents. His countenance, always and above all, of electoral victory.
7.- The 1234 of the candidate will define where to look for the votes. On the one hand, this is distinguished into four sectors. The first of them, the hard vote, the one that you must always promote, with passion and intensity. They are the voters that the candidate has as an electoral base that will very rarely betray his election on D-day. On the other hand, and very important are those who in political communication is identified as a weak vote, those voters who do not feel especially linked to the candidacy and that nevertheless, they can be susceptible at some point to convince to add wills. Then the important and necessary investment in vote switchers, those who are sometimes mistakenly known as undecided, and according to some specialists they are not. They always shuffle alternatives and it is until the last day that they tip the balance, moved by material or utilitarian values, but always shuffling options. Generally, they provide surprises to the candidacies, some pleasant and others not, since they tip the balance surprisingly without any opinion study could have identified them. There the work must be intense. Last but not least, slow down the advance of opposing candidacies.
8.- Money is always needed , however, money in a campaign plan is not everything. The ability of the candidate and the administration of his time, as well as the militancy are essential in the success of the job. However, money is needed and almost at all stages of the process. Some manuals state that probably the only stage where budgeted money is not needed is in the message. Everything else must be budgeted at the drop of a hat, as well as the sources of obtaining it and the times to obtain it. Income They are the most basic food of the campaign and are based on collections, public funds (depending on the legislation), as well as private donors. This defines how much money can be raised from each of these potential sources. Expenditures must be well planned, and vary according to the intensity of the campaign or the attitudes of the electorate. There are basic expenses such as furniture and stationery, as well as other higher advertising-type expenses, all of which vary according to the stage of the campaign and, as already mentioned, according to the level of competitiveness.
9.- The day of the final contest is approaching. Without dispersion, without hindering what has been achieved. Firm candidate with ideas, wins votes. Clear of his message, he identifies without equivocation with some ideas that were handled during the campaign, they already have him positioned to ask his voters, through the different means in which it is manifested, for their vote. No medium should be discarded, yes, the medium according to the public and sector to which it is directed. But always telling his story, which will remain intact, if nothing has clouded the campaign. Thus the voter has a fairly accurate X-ray of his candidate of what he has sold.
10.- To win the election. As already mentioned, well used and segmented, all communication tools –traditional, modern, 2.0, cyberpolitics– should be used during the campaign and intensified the days prior to the election, and it is also important to know the electoral legislation, which avoids sanctions regarding the days of campaign closure. A candidate will not win an election only using social networks, of which there are some examples, a candidate will not win an election only with mobilizations of voters because they tend, if they are continuous, continuous and very structured, to wear out both the candidate and the voters. Therefore, it will be used according to the logic of the objectives and opinion studies, a combination of traditional and modern strategies that identify with all segments and target audiences.
In this way, structured electoral campaigns with little room for improvisation can achieve the success of the objectives set: to lead a candidate and a work team to victory that, for significantly long periods, invest ideas, energy and resources to obtain a popularly elected office. Logically all campaigns are different according to the prevailing status quoand conditions that for a small sketch like this, are impossible (if not unnecessary) to mention