Expanding the Playing Field: Direct Marketing in the Political Arena

In our previous posts, we discussed the application of basic mechanisms of direct marketing to the political sphere. A key difference between political and marketing communication lies in their respective business cases and the associated question: What is communicated and why? In this blog post, we delve deeper into these considerations and explore how elections can bring out the best in people by formulating a specific business case for political communication.

A Business Case for Political Communication

In the marketing world, a business case defines the 'why' behind a campaign or strategy, including goal setting, target audience identification, and expectations regarding return on investment (ROI). In the political realm, the business case is more complex as it encompasses not only financial goals but also societal, ethical, and long-term political objectives.

One of the key challenges in modern relationship management is creating a mutual win-win situation (Hughes & Dann 2009). In the business context, this often revolves around the principle: programs serve the brand, the brand serves the customer, and the customer is at the center of all considerations. Directly applying this approach to political communication, which focuses solely on the dyad of voters and parties, can lead to dysfunctional outcomes (Savigny & Wring 2009). Such an approach, which prioritizes the perceived electoral clientele at the expense of society, echoes the strategies of far-right parties that actively work against societal interests.

Elections can inspire the best in people.

Voter Relationship Design, as we understand it, aims to harmonize the objectives of voters, parties, and democratic society as a whole. A well-thought-out support case in the political sphere thus encompasses at least three dimensions.

The Homo Suffragator model also suggests that elections, under the right conditions, have the potential to bring out the best in people (Bruter & Harrison 2020). They are not just a means to elect representatives but also forge an emotional connection to democratic participation. They create moments where voters express their relationship with other citizens, society, and the political system. It is our responsibility to create these conditions.

For the Voter, for the Party, for Society

Expanding the playing field through the application of direct marketing principles in the political sphere opens up new avenues to promote diverse paths of political participation in democracy. A well-considered business case for political communication, which acknowledges the specific differences between political and commercial goals and includes societal responsibility, is key to a successful strategy. In the next article, we will explore the concrete adaptation of direct marketing programs in the political context and examine how these principles can be implemented in practice to achieve a sustainable and positive impact on our democracy."