5 Reasons Why Consumer Brands Should Adopt Electoral Campaign Strategies

Digital marketing requires companies to re-evaluate their strategies and adopt new technologies consistently. The key to success today is to combine traditional form of marketing with new tools.

If the formula is right, you can get the desired action and change from the consumer’s behavior. The perfect example for this is the election campaign strategy that was used for India’s Prime Minister, Narendra Modi in 2014.

The first step in the ladder of success is finding the right digital strategy that the consumers can resonate with. Framing the election campaign strategy is challenging. It is difficult to understand who will vote for the candidate and why is it instrumental to do so. Similar is the case with brands.

So, how to adopt electoral strategies into a corporate affairs strategy for brands?

• Understanding the consumers: Consumers or voters are mainly of three kinds –
  
  
• The current and prospective buyers. We know these consumers have tried our products or are inclined towards our brand. Hence, the message should focus on consolidation, upselling, and building loyalty.
  
  
• Consumers using competitors’ products. The strategy for this segment would be different. The message should focus on why the product is different than competitors. It is essential to study the pain points of the competitors for making the message effective.
  
  
• Undecided voters. They are similar to the consumers who are unsure of the brand they want to purchase. They are a vulnerable segment and are usually responsive to any brand. To win over these people, talk about the USP of the brands just like ministers speak about job opportunities and other such promises.
  
  

• Analyse research reports: Just like past election campaign strategy and surveys determine who falls into each mentioned group, information from market research and sales helps to understand the kind of consumers the brand wishes to target.
  
  

• Logical targeting: It is not possible to target the entire population to win the elections. Similarly, choosing your battles is essential to make the business a success. This will save time, effort, and budget. Do not dilute the message and ensure the campaign does not deviate from the subject.
  
  

• Resource and planning: Availability of financial resources and an optimal plan is necessary. Timing is also crucial, i.e. how long the campaign will run. The content team should align their message, which resonates with the target market. It also needs to complement the consumers’ thought process. Another crucial aspect that the corporate affairs strategy should consider is the environmental factor.
  
  

• Influencers: Some of the renowned campaign makers came forward to make Narendra Modi a success in 2014, such as Piyush Pandey and Prasoon Joshi. If you have the right influencers in place, then your brand receives more credibility and trust. It need not necessarily be a celebrity. Use a local
  influencer who has substantial followers and resonates with brand equity.
  
  

It need not necessarily be a celebrity. Use a local influencer who has substantial followers and resonates with brand equity

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Created on Mar 7th 2019 03:39. Viewed 415 times.

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