After a weekend of speculation, democracy sausages, and multimedia coverage, here are our top 5 takeouts from this year’s federal election that are just as important in boardrooms and as they are on the hustings:
- Own the key category driver: lead on what matters most to your customer or consumer. In 2019 PM Scott Morrison won his ‘miracle election’ because his team owned the key issue for voters: cost of living. For the same reason PM Anthony Albanese was able to hold on to voters and appeal to Australians across markets and demographics. In both cases, their single-minded focus on the economy with strong supporting policy thinking and detailed plan carried them through the noise of issues that were less critical to voters like negative gearing and nuclear energy. They had a clear strategy, consistent talking points and built confidence by being across the details. Including the price of eggs.
- Be clear on who your audience is. Clearly identifying your target audience – and holding firm on your focus – is essential to success for political parties and organisations. While both major parties were under pressure, being flanked by their left and their right, establishing the largest potential opportunity for votes (or in our case sales) is essential, and holding true to that even when the going gets tough is even more important.
- Spending millions won’t offset poor comms. Clive and your Trumpet of Patriots I’m looking at you! Nothing beats consistently conveying a single minded and compelling message. Throwing stream of consciousness with multiple messages at people creates confusion about what you stand for and what your policies are. As expert advertising research agency Cubery stated in last week’s newsletter “Advertising is most effective when it focuses on conveying only one key message, impression, or idea. The more you try to communicate, the more take-out of everything will be diluted.” When it comes to advertising communication, keeping it clear, focused and consistent wins the day.
- Take people with you. Forget the unnecessary jostling about new vs traditional media. Every successful politician and business person knows the power of rallying supporters and taking people with you. Even before the election was called, politicians right across Australia were courting high profile media, key influencers and their extended network to garner support and amplify their messaging. Successful business leaders echo this approach by engaging key stakeholders, building strong teams and creating a network… surrounding themselves with experts and top talent to help take their organisation to the next level.
- Build and leverage a multitude of supporters. Nothing beats people power and every candidate right across Australia knows it. From the strategists and political staff to local volunteers handing out how-to-vote cards, hosting kitchen table and town hall discussions and cheerleading their local representative, a multitude in matching coloured t-shirts doesn’t just build visibility, it keeps your candidate (or brand) top of mind, driving memorability and building critical name awareness.
In times of global uncertainty and unrest, most people aren’t looking for change. They want positive messaging, comfort and reassurance, and that’s as true for organisations and brands and we saw it play out again over the weekend for the ALP.
Our final take-out from the campaign? ALWAYS start with strategy. By clearly identifying your optimal target, articulating your key messaging and staying the course, you’ll win votes, drive growth and garner support. Not sure where to start or could use a tune-up? We’d love to help! Get in touch to set up a free chat or if you’re in Sydney we’ll shout you a coffee.
