With the opening of the polling stations in hours not days now, I have been reflecting on how the political candidates have been targeting me in Richmond Park and North Kingston. As the photograph above shows I have been bombarded with a range of leaflets over the last few weeks, and from all the candidates, as I am sure most of you have. This tactic is very much a traditional marketing approach, but what else could the parties have done, using alternative marketing channels, to influence my vote?
I am aware that some of the parties have also knocked on our door, but I have been away working for the last few weeks, and in any case the visits have mainly been during the daytime and so would have missed me. Doorstep politics is used, as I understand it, to target marginal wards. So I guess there is some logic to continuing this - but there are other ways that the parties could have used their limited resources in more effective channels. We are after all in the digital age!
Saying that, I have received personalised mailings from the Conservative and Lib Dem candidates, the former due to the fact that I joined Zac Goldsmiths email list to follow what he was up to, as my existing MP. I have also received emails from the LibDem candidate. These two parties are effectively the only runners in my area - so I guess the other parties may just not bother, but are they missing a trick?
I am fairly active on social media but I have not been "reached" by any of the political parties on this channel. This is somewhat surprising as we have seen how whole movements of political change have been started and co-ordinated through this platform.
Anyhow maybe all of this is academic, as do people really change their mind at the last minute?
In my view the the parties, like brands and services, would be better working on their longer term brand and loyalty building, rather than just relying on short-term tactical interventions.
So in answer to my own question, "would smarter marketing affect the election result?" I would probably say "yes" but maybe not this time round!
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