When needs must, we are all able to work with our competitors and turn threats into advantages. In my opinion, Clegg and Cameron’s remarkable union in government marks the beginning of the end of Britain’s adversarial three party politics. Their pragmatic needs may have led to this unseemly marriage of intentions, but I believe the electorate’s demand for honesty will persuade politicians to adopt this consensual line for the longer term.
During the election campaign, Cheltenham was blanketed with Conservative billboards, the result of significant financial targeting of this marginal seat by their Head Office, backed by Party donors. However, I for one was not surprised to see that the Liberal Democrat majority increased despite this advertising.
The electorate will not be told who to vote for. Billboards, in particular, give the impression of Big Brother politics and unless the posters are very clever in their subliminal messaging (and they were not), they will have little effect. In fact, I would dare to say the effect could be negative, if only to spur the very voters targeted to shore up the opposing party.
The reason I see the electorate wanting to witness cross party compromise and real and true policy reconciliation in Government is because of the value society now places on honest communication. In today’s politics, when the party differences are relatively slight as they all clamber for the mass of middle votes, ‘lion pit’ warring politics does not seem real or honest. Simply, it does not ‘stack up.’ Therefore, we have lost faith in our politics and politicians (I would dare to say the expenses row was more symptom than cause). Hearing politicians talk of near Armageddon should their opposition win power, and vice versa, becomes as tiresome as it is dishonest. The outlandish nature of the cross party bickering and exaggeration of claims becomes so ridiculous that we, the electorate, lose interest, faith and resopect.
Marketeers had adopted consensual marketing long before the politicians. Turn the word ‘electorate’ to ‘consumer’ and you see the quest for honesty as a parallel. I visited The Real Food Festival in London last week and it was truly inspiring and exciting to see how the industry for honest, natural food and drink is burgeoning. We want the truth behind the label, whether on our strawberries or our jumper. Websites empower consumers to rank, vote, interact and comment. Social networking sites spread truth like wildfire. Successful advertising has long jumped from preaching from its pulpit to interacting and engaging with its congregation. Today, empowered by technology, honesty and truth have become paramount demands of the Consumer. Underestimate them at your peril!
In this Election, the influence to change the election result from the vested interests of our national newsprint was diminished in favour of the more honest (and faster growing) video medium. The Leaders’ Debates ignited the nation’s interest and are a reflection of how critical video is becoming in today’s marketing mix. These debates may have been full of subliminal messaging (recited set pieces, choreographed posturing etc) but the electorate felt at last able to deduce their own conclusions. Indeed, video advertising is forecast to become a formidable force on mobiles and smartphones as it proves it can move products and heighten brand awareness in measurable ways.
Be honest and be real and, whether brand or politician, perhaps your most feared threats and opportunities may become your greatest marketing allies!
Matthew Rymer
Managing Director
Tags: cameron, cheltenham, clegg, honest marketing, marketing agencies cheltenham, marketing consultants, political advertising, political communications
This entry was posted on Thursday, May 13th, 2010 at 9:54 am and is filed under The Marketing Farm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.