THE NEXUS
Kenya ’ s Election Brands , Marketing And The Consumer ’ s Final Choice
By Walter Chabala
Think about it , political campaigns are a total marketing effort . The electorate represent the market ; the candidates - the brands , opinion polls - market surveys , platform speaking - product display , feigning oneness by hugging voters and shaking their hands , personal selling and the all too common , bribery and handouts - sales promotions .
So , just like product marketing , marketing these candidates should take a similar form and structure as advertising a product / service brand . So , as the campaign period closes and Kenyans head to the polls to make their choice , I find it fitting to seize the moment and press refresh on a couple of marketing basics .
Market Research
Amongst many other things , market research helps brands understand their target market , identify problems , pinpoint realistic competitors and craft appropriate messages . In new product launch and development , advertisers of products determine through market surveys what benefits the target consumers are looking for in a product and which benefit among many is the most important to them .
Similarly , same thinking should be adopted in political marketing . Every campaign effort means reaching out to specific groups of people that have been identified as supporters or potential
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I put the case forward that , as we mature as a democracy ; branding should not only be the new form of political marketing but also a key metric voters ’ use in making their choice . If spin and advertising were the key signifiers of candidates in the 1990s , let ’ s make “ branding ” the hallmark now . supporters . Before embarking on any communications planning or designing key messages ; understanding their wants , habits , preferences and perspectives is vital . In this way , connecting the goals to what ’ s important to them is made easier .
Market research should never be underestimated . If you look keenly , many successful politicians who continue to enjoy longevity , have in one way or another mastered the art of conducting regular market research . Of course , market research alone won ’ t cause the campaign to succeed - but more importantly , it gives the information needed to make strategic decisions needed to steer the campaign to success .
Some political candidates are oblivious to the importance or necessity of a methodical study of the electorate first before they launch their campaign . They do not believe in surveys . For most part , they cannot comprehend how the opinions of 1,200 people could reflect the sentiments of thousands of voters scattered all over .
Consumer Centricity
As a candidate , one of the challenges is often communicating with the targeted voters in a way that is meaningful , memorable and persuasive to them . Given that time , money and volunteer support are often limited resources , when communicating with a voter ; whether in person , through traditional media or new media - it remains critical that one makes the most of it . You want voters to remember who you are and to understand the difference it would make if they voted for you as opposed to competition .
In product marketing , a key principle of effective marketing is that the marketing must be consumer centric . Above all ; in a crisp and clear manner , the marketing communication should always seek to answer the question “ what ’ s in it for me ?” In our case here , the consumer is the voter .
Similarly , marketing of political candidates should be voter oriented . The marketing should address the need of the voter , his interest , and his values . It must tell the voter that he or she is the best person among the candidates that can meet their need .
The difference between product advertising and political candidate advertising is that the former addresses only a segment
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