Ten Keys Tactics Consumer Brands can learn from Election Campaigns | Political India Venture


Best Election Campaign Management Company in Bihar: Digital marketing needs businesses to continually re-evaluate their tactic and adapt to new latest technologies. Nowadays digital world, intertwining traditional marketing practices of television ads and print media with digital advertising and promotion has become the key to victory. If done right, it can boost desirable action and change the consumer’s behavior. Trump winning the presidential election proved that digital marketing is vital even in a presidential election.

Ten Keys Tactics Consumer Brands can learn from Election Campaigns | Election Management Compaign

The first step towards a prosperous campaign is to find the right digital tactic that resonates with your consumer base. This can be a challenging undertaking. In election campaigns, understanding who will vote for the candidate and why they would do so is instrumental, and such is the case for brands too. For both brands and election candidates, all movements are designed to revolve around the 3Cs: Connect, Catch, and Close.

1. Understanding Customers
Consumers or voters can be divided into three categories:
a. The applicant’s base - This resonates with the current consumers and prospective buyers for customer brands. We know these consumers have tried our products or have an inclination towards the brand. Hence, the message given to consumers’ needs to focus on consolidation, upselling, and building loyalty.

b. The opponent’s base - This is equivalent to consumers using competitors’ products. The effort and tactics to influence this consumer segment would be different. The message, for example, necessary to be more focused on why your brand is better than the competitor that the consumer is currently using. Knowing the pain key points of each of the competitors will help target them with effective messaging.

c. The undecided voters - They are similar to Point of Market Entry customers who are yet to decide on their brand or product. This is the unsafe consumer segment who are receptive to details and necessary a reason to trust any brand.

2. Historic optimize
Previous election results and survey research make it possible to determine who falls into each of the groups mentioned above. Data from surveys, market research, and sales data are some details sources to understand the consumer sections for a brand. Based on the campaign purposes and the defined consumer segments, data needs to be optimized. Test and run campaigns are focused on short election campaigns that can be run to test the markets and get the pulse of the market. This could help determine the customer segment and determine the appropriate message for consumers.

3. Logical Targeting
It isn’t possible, nor is it needs to get everyone’s vote to win an election. However, it is vital to define the target section for a campaign and keep it focused. Choosing your battles is important in businesses or an election. Altering the focus spreads the campaign budgets thin and could potentially harm the conversions. Once a tactic has been identified, campaigns should direct resources to demanding groups of potential leads, in order not to waste time or money. Similarly, campaigns necessary to be focused on a set aim and goals and it is necessary to make sure the campaign never deviates and alters on the message.

4. Market Signals
The key starting point would be to define the voter goals and vote targets for the election and this can be defined based on historical data, market surveys, and analysis across various regions and so on. The market research also helps in determining the turnout - the minority parties that could have an impact, does the election coincide with the presidential election (which would result in higher turnouts), and the probable number of swing votes. Surveys and focus groups that are representative of the population can help in estimating the swing votes. The same rules apply to consumer brands. For each campaign, the first step would be to define the goals of the campaign which is to determine the key success criteria and the performance indicators to be tracked during this campaign. This helps in active monitoring of the campaign achievement which will help optimize the media spends for the campaign. Running focused and short-term test campaigns can help get the test data for analysis and in-turn help to optimize the campaign and also launch the campaign at a larger scale.

5. Resource and Planning
Running for office is an endless task. It needs a lot of time and effort to run a victory campaign and even more to keep up with the made promises and hold office. The availability of financial resources and optimal planning of these finances is important. Timing is equally important to know the perfect time to run.

6. Data-Driven Content
Election candidates must decide their position on the key controversy, especially the ones that matter to the voters and as a thumb rule, need to make sure that the stance doesn’t change in order to gain the belief of their constituents. The message is necessary to be clear and focus on resolving their main controversy. Perfect content should start with data. It is the art of translating this data and creativity to present the message that gives the best results.

7. Gerrymandering
Gerrymandering is the political tactic of redefining the district borders to tactically divide the population and gain benefits in the elections. Keeping the ethics and politics aside, this is very much a numbers’ game to make sure the ruling party wins in the majority of the districts. This analytical approach is something brands necessary to leverage in this digital world. Not every consumer is the same even within a segmented demographic and conversion of every customer is not a possibility. Hence, concepts of hyper-personalization play a demanding role in drawing the lines in the digital arena to define ‘what’ message and content is fed to ‘what’ customer segments. Baseball addicts, for reference, would need to be given a variously targeted advert as compared to skiing enthusiasts.

8. Influencers
Phil Bredesen received substantial support for the Senate race from singer Taylor Swift, someone who has always stayed away from politics. This took the media by the storm and resulted in free and more crucially, positive Public Relation. Influencers have become critical factors of digital marketing. The right influencer, not necessarily always a celebrity, can bring credibility and belief to the brand. Utilizing regional influencers with a substantial following and resonating good with brand equity, enables localized and targeted marketing with higher conversion possibilities.

9. Hyper-personalization
This is one of the various things Trump's campaign taught us about trending digital marketing. While Hillary Clinton’s campaign had 66,000 several ads on Facebook, Trump’s campaign had nearly 5.9 million of many ads running on Facebook during the last leg of the campaign! It all boils down to the right content and timely push of the content to the right target customers with the message they resonate well with.

10. Central Budgeting and tactic
Central budgeting and tactic are other aspects that Trump’s presidential campaign has taught us and was instrumental to his victory. They followed a central message and budget plans. All channels worked in unison - print media, television ads, digital, and even door to door campaigning. This made sure the message was never impoverished and maintained consistency. Keeping practicality and scoop aside, when Trump spoke about building a wall, all channels of communication were focused on the necessity for a wall that created fear about the ramification of not having one. The majority of the brands today have a separate digital marketing team that works more in solution than in unison with the marketing and sales team; thereby, inhibiting the ability to push the right content to a huge audience.

Contempt not being a Trump follower or a believer of his message, there is plenty that can be learned from his success. The main reason for Trump's victory in his presidential campaign was his digital marketing expert team’s art of translating data to content. Most of the brand and electoral (Election) campaigns allow creative agencies to create content and data scientists or analysts to build public gathering, resulting in decision making silos that drive repeated failure.

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