fear and lathering in las vegas
TRANSCRIPT
Fear and Lathering in Las Vegas
WHY SELLING POLITICS LIKE SOAP WOULD CLEAN UP THE UNDECIDED VOTER
Team Hughes and Dann
Hughes Political Guy
1 of 3 parties Bio Metrics Marketing
Emotions Physiological Responses
Marketing Lecturer Advertising Emotions Branding
Dann exPolitical Hack
Student Politics Reformed Journalist Campaign Advisor
(2 of 3 parties)
Senior Lecturer, Marketing Social Marketing (Social Change)
Social Media Marketing Twitter Instagram
G'day. Vi er australierne
Positive Soap Advertising
Negative Soap Advertising
Positive Political Advertising
Political Advertising
What the hell are we doing?
Negative Political marketing. It’s like selling hamburgers by promising to be the only guy who won’t poison you…
So what’s going wrong for negative political marketing?
Negative Messages
Generating product category risk perception Constant negative message is damaging the
category “political party / politician” Hence the rise of “Not a Politician” Politicians
Donald “I’m a Business, Man” Trump
Create a bit of fear Fear leads to risk perception Risk perception leads to risk processing
Risk Processing
Can I resolve this risk?
Yes NO?
Higher Power Government
?Non-
traditional parties
So where do the voters go to resolve a higher power risk when the government and alternate government is the source of the perceived risk?
To quote a current president
The point is we’re creating a culture that is not conducive to good policy or good politics. The American people deserve better. Certainly, presidential debates deserve better. http://
www.politicususa.com/2015/07/27/president-obama-rips-donald-trump-mike-huckabee-entire-republican-party.html
When was the last hard core positive battle for the heart and minds of the people?
Political marketing is failing by design
– an absence of positive marketing offers, and excessive volume of with negative message is driving disillusionment and cynicism amongst voters (Yoon et al., 2005).
Yoon, K., Pinkleton, B. E., & Ko, W. (2005). Effects of negative political advertising on voting intention: An exploration of the roles of involvement and source credibility in the development of voter cynicism. Journal of marketing communications, 11(2), 95-112.
Hughes and Dann (2009)
a set of activities, processes or political institutions used by political organisations, candidates and individuals to create, communicate, deliver and
exchange promises of value with voter-consumers, political party stakeholders and society at large (Hughes and Dann, 2009)
What did our average punter want?
The ads which resonate for me are creative, positive and uplifting. -Female, 32
We have it pretty good here in [region], focus on that. - Male, 24
Here’s a slice of dataGENEVA EMOTION WHEEL(DON’T LEAVE HOW WITHOUT IT)
GEW
Here’s the deal
GEW offers quick and effective measurement method of type 2 emotions
Advert 11 had a strong engagement with the audience with a high Involvement-Interest measure (n 37, mean 2.8 SD 1.08) positive Happiness-Joy measure (n 35, mean 2.7, SD 1.08).
Advert 13 also brought a resounding Involvement-Interest score (n 4, mean 3.7 SD 1.019) surprisingly for a positive advert, a powerful Pity-Compassion (n 30, mean
3.4, SD 1.27). Advert 18
Involvement-Interest (n 34, mean 3.2, SD 1.18) Happiness-Joy measure (n 30, mean 3.1, SD 1.07).
Here’s the Future
Positive Political Communication
Sell it like you plan to implement it positive political offers benefit/reward reinforcement
Cut through with a positive message
Be the brand people want to see
Spoken and authorised by A Hughes and S Dann, for the Australian National University, Acton, Canberra, ACT
Collaboration WantedAdvertising Emotional Response(GEW data)
Twitter Candidate Analysis(AU Datasets available)
And now the panel