Presidents and prime ministers politicians and parties government

Presidents and prime ministers; politicians and parties; government departments and councils all use marketing in their pursuit of political goals. POLITICAL MARKETING

PM � Market research is used, when deciding on policies and service design, to understand what the people they serve and seek votes from want and need;

PM � � � voter profiling helps create new segments to target, strategy guides creation of the political brand to develop an attractive vision, internal marketing guides the provision of volunteer involvement, delivery management sets expectations and helps to convey progress once a politician is elected or a programme has begun.

PM � As an area of academic research and teaching, political marketing is a modern and dynamic field that seeks to understand, learn from, comment on and even influence such behavior.

PM concerns: � strategy, � branding, � positioning, � crisis management and polling, � and raise ethical issues of authenticity, targeting ethnic minorities and gender.

Political marketing strategy � is about how parties, candidates and governments think and plan in order to achieve their goals. It requires consideration of many different factors such as the nature of the market, history, culture, governance, stakeholders, competitors, resources and goals.

Strategies � It includes targeting, positioning strategies, attack and defence strategies, sales and market orientations, populist strategies, strategy and the environment, measuring and implementing strategy.

Politics as a marketing � The candidate is the ‘product’ �What are the ‘attributes’ of the candidate? �A one-day ‘sale’ �Date is predetermined � The monetary ‘price’ is zero � Far more competitive/antagonistic environ than most ‘products’

Marketing strategy and political campaigns � The candidate is the ‘product’ �What are the ‘attributes’ of the candidate? �A one-day ‘sale’ �Date is predetermined � The monetary ‘price’ is zero � Far more competitive/antagonistic environ than most ‘products’

Marketing strategy � Image/positioning � Limited by prior performance of candidate � Market research � Polling � Targeting � “Two campaigns” � Likely voters � Persuadable groups � Communication channels � Interpersonal � Mediated � New media

� Message �“Product attributes” �Critique of opposition (far more prevalent in political campaigns) � � Fundraising PR �‘Earned media’ �Press relations � Development of organization �Pre-existing organization in traditional marketing campaigns

Definition of political marketing � Process, where on the marketing strategy basic is chosen product, which was the best (suitable) for recent political market

1. step � Research of political market � Disparting voters to many homogenic groups with its own necessities and atributes � We can make segmentation and � reach Target – we can concentrate on every group

And now: � After studying resultates from research � We can start to create the product (political party, candidate, campaign, program, vision) � SWOT analyse (weaknesses and strengths) (menaces and occasions)

Everything depends on: � Budget � Anticipation � Question � What is: we will want to achieve?

Areas and topics � Political topics � Ideological area � Economic problems and conceptions � Social problems and solutions � Security � Environmental topics � Infrastructural topics � Visions, future

Comunal interests Safety on the street � City budgets � Work of officers � Public tidy up � Freetime activities � Education � Cultural events � Settlement care � Trafic. . . �