Special Topics/Group 6

Presented by:

Judith LavarezStanley Trillanes POLITICAL MARKETING

DEFINITION Political Marketing is about political organizations adapting business-marketing concepts and techniques to help them achieve their goals.

(Lee-Marshment, 2001b, p.692)

METHODS USED IN POLITICAL MARKETINGPolitical AdvertisingCelebrity Endorsement

METHODS USED IN POLITICAL MARKETINGOnline CampaigningMobile Phone Canvassing

METHODS USED IN POLITICAL MARKETINGInvolvement of Campaign Managers

Segmentation- need, wants, demand

Micro Targeting- demographic and geographical targeting, works at individual or micro level.

FIVE POLITICAL MARKETING TACTICSDeveloping a Narrative- history, belief, traits, etc.

Social Media Marketing- facebook, twitter, Instagram

Negative Campaigning- Ads talk about candidates questionable record and failures

Direct Mail Marketing- Brochures, leaflets, mail documents

Media and Public Relations- TV, radio

POLITICAL MKTG PROCESS AND THE 4PSProduct- The product offered by political marketers is really a complex blend of many potential voters believe will result if the candidate is elected. Ex. Candidates recordPromotion- Paid Ads, Publicity, events, debates etc.Price- Economic and Psychological costsPlace- Personal appearance, volunteer program

FUNCTIONS OF POLITICAL MARKETINGProduct FunctionDistribution FunctionCost FunctionCommunication FunctionNew Management FunctionFund Raising FunctionParallel Campaign Management FunctionInternal Cohesion Management Function

POLITICAL PLANNING MODEL FOR LOCAL CAMPAIGNING

POLITICAL MARKETING GUIDELINESUnderstand what voters are looking forMarketing is all about making an emotional connection with peopleWe live in an age of manufactured imagesUse one central vision to connect to the candidates issues and personalityTalk about voters concerns, not your ownVoters constantly want changeMarket yourself to the mediaAvoid verbal gaffes at all costsGet support from party elitesPerform well in the debates

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