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STRATEGY

Elections: What marketers and politicians can learn from each other

By our African Marketing Confederation News Team | 2024

Elections taking place in Africa and elsewhere present an opportunity to explore what marketers can glean from politicians, and vice versa.

Amid the fervour of current and upcoming political campaigns in various African countries – South Africa, Botswana, Algeria, Ghana and Rwanda are among those with elections this year – it presents an opportune moment to explore what marketers can glean from politicians, and vice versa.

Photo by Edmond Dantès from Pexels

 

“Like marketing seeks to differentiate brands, political parties can learn much from marketers about how to differentiate themselves,” says Dr Elaine van Wyk, Chief Marketing and Sales Officer at the IMM Graduate School. The IMM Graduate School is a distance learning provider serving the marketing, supply chain and business disciplines in Africa. 

According to Van Wyk, the domains of marketing and politics both revolve around the art of persuasion and meaningful engagement with people to achieve specific goals.  

“Politicians excel at persuading voters to support a cause. Marketers can learn from their techniques, tailoring messages to resonate with their target audience and drive action. By understanding the target audience and tailoring one’s messaging to address their needs and aspirations, marketers can create a powerful connection that drives action,” she explains. 

“Successful politicians are skilled storytellers, understanding that their narrative leaves a lasting impact. Marketers can harness this power by weaving compelling stories around their brand, telling a story that creates emotional connections with consumers.” 

Just as politicians cultivate their public image, marketers should focus on personal branding, Van Wyk says. 

“Trust, authenticity, and relatability matter – whether you’re running for office or promoting a product. If they are to win over voters, politicos need to be seen as approachable, trusted, and reliable – a person able to advocate the constituency’s concerns in a larger forum like national or local assemblies.  

“Marketers can apply this same principle – establishing a clear and consistent identity for their brand that resonates with their target audience.” 

What marketers can teach politicians 

On the other hand, what can politicians learn from marketers? Top of that list, Van Wyk believes, is the use of independent research to understand consumers or voters. 

“Most marketers make good use of research tools like focus groups to mine consumer insights and track changing behaviours and attitudes. While many politicians believe they understand their voters’ minds, they are often blinded by their own biases and political mandates that paint a rosy picture. Third party research is more accurate,” she emphasises. 

Important to politicians and marketers alike is consistency in communication and messaging, Van Wyk notes. 

Political messaging is often diffused and inconsistent as they run ‘blind’. This is especially the case with populist politicians who simply parrot what their followers want to hear.  

“Brands specialise in tight messaging and clearly articulated guidelines with clear and inviolable campaign collateral. This approach to messaging should become part of a politician’s dossier,” she advises. 

Marketers frequently conduct A/B testing and experimentation to test variations and so refine their strategies and tactics. Politicians can apply similar methodologies to test different campaign messaging and policy proposals to determine what resonates best with voters. 

Concludes Van Wyk: “Politicians can learn from marketers the importance of objectively measuring success – not just in terms of votes, but in terms of socio-economic impact and long-term outcomes.  

“By setting clear metrics and goals, politicians can assess the effectiveness of their policies and make informed decisions for future actions. Losses need to be analysed objectively, beyond standard introspection via committees of like-minded cadres.”

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.