Indian elections campaigns have been a great exercise where political parties reach people and seek their mandate for power. The success of any marketing campaign depends on right strategy and effective execution. Let’s pick up important marketing lessons from this election.
1. Early Mover Advantage
BJP started campaigning early, giving a clear picture on what to expect. The slogan “Abki Baar Modi Sarkar” was into people`s mind by the time other parties started campaign.
2. Trusted Brand, Better Value
Brand NaMo brought a proven track record, giving definite advantage. Kejriwal’s work during short stint in a state was not sufficient excuse for quitting. Rahul Gandhi had an organizational legacy that nobody was interested and he had no personal track record.
3. Connect to Customer
All marketing strategies are a failure if they do not communicate to the target customers. Direct campaigns, “Chai Pe Charcha”, 3D rallies and social media were used to connect to different segments with right message.
4. Market Focus
AAP targeted all India with little ground work. BJP focused on areas it could have done better while Congress (I) appeared directionless. People saw Modi a serious option compared to others.
5. Be Ahead of Your Competitors
Social and Electronic media ensured direct connect to customers with personal touch. The dedicated cadre carried recordings to remote parts.
6. Understand Customer Concerns
BJP banked on inclusive development theory and kept nation above all castes and communities. As against negative campaign of all opponents, BJP maintained development agenda. “Achche Din” slogan gave a direct message that bad phase will end and Modi can ensure development as shown in Gujrat.
7. Team Selection
BJP’s list gave performers the clear edge. The voices that were not in line with objective were given clear message –we are here to win.
Deciding on what, who and when to communicate are integral to marketing. Scheduling and delivery of mass rallies played an important role. Token contributions reiterated popularity and engagement.
9. All Customers Are Not Same
Modi connected people as young, parents, women, service class and communicated accordingly. Opponents focus on line of religion and caste was important for them but not for customers!
10. Keep Competitors Busy
BJP attacked opposition on growth, corruption and inflation. Main opponent was mostly busy defending themselves. While AAP shifted focus from their originality to project them as important BJP opponent, they were just ignored.
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