If you watch t.v., listen to the radio, read the papers, you may have noticed the many different marketing strategies to try to convince you of something. There is a wide array of strategies in “play,” especially during political season. Many of the political marketing strategies have foundations in regular product and services marketing and also marketers learn from political advertising and apply the successful concepts to everyday marketing matters.
There is a primary question you need to ask what is your marketing/advertising objective as that will become your voice. Then you need to stay true to that voice through your campaign. There are a variety of approaches to meeting this objective such as ads that raise awareness, create attention, arouse interest, stimulate desire, “pull on heart strings,” … Whatever the objective, the goal is to call to action—go out and vote / buy the product or service using one of these approaches.
Decide on what will be included in the approach, such as:
• Advocacy advertising – where you express your views on controversial issues or whether you respond to attack ads
• Comparative advertising-where you compare two or more specifically named product/people and focus on one or two attributes/focuses to promote
• Competitive advertising-where you influence demand for a specific persons/product
Remember the AIDA marketing concept—you have to accomplish all of these to achieve the action—vote/buy. This applies to political advertising, just as it does product/services advertising:
• A=Attention: If you want to stand out, create attention—find something that makes you stand out from the clutter for the RIGHT reasons and hold that voice consistently, over and over and over, across every aspect of your marketing platform (print, broadcast, social).
• I=Interest: Educate the market as to why they should be interested in the person or product. Each person and product is different, each political race is different, but focus on how to create an interest in your race or product over others…pull on “heart strings”, stimulate desire, be a solution not part of a bigger problem, help to define why it is important right now, right here!
• D=Desire: Structure your messages to create desire for change or to satisfy a need or want. Create passion, show passion, show quality of character or product/service. Define yourself as you would want others to define you and if you are really good at this, your actions will be your voice and define you without having to say you are the best. This is accomplished through educating, informing, generating awareness of issues or products/services. If you probably match these to the consumer (voter), then you will prosper desire.
• A=Action: Create your message to ask for the vote, go to the store, create urgency…If you have been successful at the first three concepts of AIDA, then action will happen when you inform the potential voter or consumer that the time to act is now…voting day….sale day… customer appreciation day… etc.
Comment on negative ads: There is a lot of controversy in the marketing community over negative advertising and whether it is effective at bringing awareness to a race and supporting a particular candidate or whether it can “back-fire” and actually hurt the candidate that it supposed to be helping. Personally, I feel positive advertising is more effective and there is a way not to be negative and still be able to create awareness of differing, controversial views. My vote is to have a strong, true voice, and share what you have to offer in a positive way.
Read next week for more insights by Sabrina Pack-Professional Marketing Consultant. If you have a topic you would like to know more about. Contact me and I will consider it for a topic discussion.