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Political Marketing


When it comes to results, there is no substitute for winning an election. It is immediate, it is powerful and it is immensely gratifying. But it is the product of a team effort beginning with excellent marketing, diligent reinforcement and unrelenting visibility. The candidate must accept the importance of each of these elements to capture the hearts of the people who will ultimately cast their votes.

 
The Importance of a Professional Image

While political candidates may have achieved laudable feats of professionalism during their careers, ultimately they must sell themselves, lock, stock and barrel, to get elected. This means complete transparency. Everything is on the line including personality, attitude, beliefs, and yes, sense of fashion, etiquette and style. Since marketing plays a major role in shaping the image of each candidate, largely what every voter uses to formulate an opinion and ultimately a decision on the best choice, it is the job of the marketing consultant to orchestrate an impeccably polished presentation.



Above: A half-page newspaper ad for all members of an entire political party
published just days prior to an election.


 



Above: A large direct mail postcard targeting registered voters
in the candidate's district with delivery timed for
close proximity to an upcoming election.




 
 


Below: A daily newspaper ad purchased for its page one position (front cover)
reserved months in advance to guarantee placement on a
specific date just days prior to the election.





Above: A removable "post-it" ad which is randomly placed
at the top of the front page of a daily newspaper

is by far the most attractive element on the page... serving
to deliver a message of urgency, at a premium rate.




Above: A large direct mail postcard targeting registered voters
in the candidate's district with delivery timed for
close proximity to an upcoming election.


What are the Components of Political Marketing?

 
 

As with any marketing, diversification is exceedingly important to assure that all possible voters are reached in a positive way. This includes billboards for commuters; ads in the most popular media; direct mail efforts; a strong website presence; social media participation; letters to constituency; and press releases. In addition, a selection of grass roots, guerilla marketing tools such as lawn signs, posters, flyers, and palm cards can be used during live presentations, fund raisers, and other organized meetings of the candidates. The most essential ingredient in any marketing campaign continues to be a consistently professional presentation offered with enough frequency and widespread exposure to reach every voter effectively.


 
 




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