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I’m having some fun (release) here, after my previous post about types of marketers.
Marketing is not selling. Every basic course on marketing begins with that clarification. Marketing is instead a coordinated strategy for generating, identifying, satisfying and sustaining demand. A strategy also for establishing relationships. Because of these, I believe that marketing could easily be applied to politics. In place of products or services you have ideologies and personalities. Every politician also aims to build a permanent, unshakable relationship with a follower. In concept alone, I barely see any difference between a shopkeeper marketing his wares and a politician marketing his manifesto.
The Non Politician
This is the politician, or the wannabe, with lots of ideas and opinions stored in his head. Note, stored in his head, like the medieval storekeeper with dusty piles of everything everywhere. He does nothing about these opinions except share them with you, and once he starts he usually can’t stop. Common places where the Non-Politician could be found include cafes, schools, taxis, etc. In recent times, there is also a proliferation of Non-Politicians on the Internet. They are the ones whom we tend to block on FB, or the ones whose blogs we get angry after reading.
I admit sometimes, I’m guilty of being a Non-Politician.
The Traditional Politician
The Traditional Politician believes in the conventional, proven quite-a-long-time-ago approach to politics. He observes society. He identifies issues. He devises solutions for issues. Then he steps into society to garner support for his solutions. Methods used in the final step include walkabouts, politician discussions, academic articles, etc. While I’m using a sarcastic tone to describe the Traditional Politician, I’m not saying that this approach is ineffectual. Many respectable politicians built their power bases with this method. The question to me instead is what are the chances of such politicians rising to significant country leadership nowadays. There is also the disturbing likelihood that these are not real politicians. They are actually just political critics. I.E., thoughtful individuals with sophisticated ideas but no fundamentals for leadership. They merely wish to be heard and admired, but not to lead.
The Savvy Politician
The Savvy Politician is meticulous every step of the way. He uses professional, proven methods to collect feedback and data. He thoroughly analyses information consolidated before proposing solutions. The more experienced, worldly ones would then ensure that they estimate the most likely responses from various demographic groups, before proposing the solutions to the public.
Acknowledging that communication channels, especially interpersonal, tends to distort messages, the Savvy Politician is diligent in communicating directly with targeted followers. He exploits social media and every available non mainstream channel. He also presents himself as a figure open to suggestions from anyone and everyone. To both strengthen and sustain this particular impression, he devotes a lot of effort into ensuring another perception. The perception that his subsequent ideas and proposals are build on feedback. On public consultation. The overall message: I grow for you, I grow because of you, and I grow through you.
In my country, I would say the ruling party, despite the criticism arrowed at it, is the only party that had reached this stage. And it is progressing fast too. Evolving into … …
The Evolved Politician
Dangerous grounds here. How do you “manipulate” or “generate” demand in politics? Through threats? Coercion? Carrots-on-sticks? Bullets?
Or with a clear vision. A defined, workable ideology. An aspiration that all can believe in and work towards, make believable by concrete evidences of capability. Outside of specific solutions and ideologies, there is also an assurance of continuity. The Evolved Politician’s successors are not just regurgitations of himself. Most importantly, the Evolved Politician acknowledges the grim reality of his own product life cycle. He knows when to let go, when to relinquish and step down, and in preparation for that retirement, when to groom successors. Most politicians tend to fail at this final stage. Along the way, cronyism, favouritism, all the -isms step in and dominate. All is not lost however, when that happens. The Evolved Politician simple refers to his original plan for reminders. And as long as he reverts to what he once aspire to be, he completes his cycle of marketing. With that, he can step back, and enjoy the fruits of his labour blooming before him.
marketer, marketing, marketing for politicians, politics, Singapore politics