Marketing during elections
Kanana Emma Mugaa
The principal goal of any profit-driven organization is to maximise gains for the benefit of stakeholders. Some companies make a great deal more money than others. While there are many reasons for this, three stand out from a marketing point of view. First, the companies are active in the right markets. Second, the companies concentrate on doing a few important tasks very well. In a phrase, they do the right things. And third, they do those right things with consistency, and that is what marketing is about. Marketing focuses on brands seeking to influence individual consumers. We cannot ignore the fact that trends and seasons are important in marketing. Kenya is expected to elect her fifth president in a few months and brands are working on remaining dutifully firm while maximising profits. However, there are various factors that marketers should consider before taking advantage of the season to ensure that brands and their products are safe. In the past, elections have weakened Kenya’s economy. Three of Kenya’s five general elections in the last 25 years have resulted in the economy slowing or remaining flat. Every business operates within the economy. Based on their economic expectations, businesses decide what to produce, price, employees, payments, marketing strategies, and so on. Kenyan elections are an important area of risk analysis for corporations and investors, often referred to as “country risk”, because of their previous results and effects on the economy.
Despite the negative effects of elections on businesses and the economy at large, brands have to keep the market engaged with their products and services. Marketing is critical in developing ties between clients. In contrast to cases where products reach the market without exposure, it provides us the confidence to try a new product. This makes marketing an essential function in every firm, whether for profit or not. Marketing develops an organization’s image, how people associate the company’s products or services, and gives consumers confidence in those products. Timothy Mahea, the head of marketing at a local institution, says that without marketing, our brands will not be illuminated and our organizations would be lifeless. Organization’s success is not only determined by the prudent application of funds to the various portfolios of investment but also by the relationship established with the customers, which is a function of marketing. Marketing professionals, therefore, need to take note of a few things during this electioneering period.
First, understanding the target audience. The more you know about your target market, the more you will provide them with relevant information. During this time, what are their biggest worries, threats, and challenges and what can your brand do to assist them in overcoming those obstacles? It builds reputation and sense of identity, when your costumers and prospective customers know that you think about them, especially during times of tension and uncertainty.
Second, brands should avoid politics. As a marketer, maintain your organization’s neutrality and avoid getting involved in electioneering, no matter the compulsion. During this period, your top interest should be to protect your brand’s reputation. If you have to be involved, it should be in advocacy for peace, unity and transparency during the process.
Work on avoiding being caught up in political scandals. During the last general elections, Safaricom lost subscribers in the quarter ending December 2017, marking the sixth consecutive quarterly decline, according to Communications Authority, after opposition leader Raila Odinga called for boycott of its products alongside other companies he claimed were linked to people who interfered with the August 2017 elections. The company lost 0.9 percentage points of subscriber market share to 63.3 percent, down from 71.9 percent in September 2017, when the losing streak began. This proves just how bad it can get with negative political involvement. To date, it has, not been ascertained by any competent body that the company indeed interfered with elections.
Third, employees must be allowed to vote, a factor that might impede operations. For this reason, keep your customers informed about any potential service interruptions and provide them with options. This is a great way of marketing your brand and building reputation.
Similarly, if a brand is to remain steadfast during the election period, then its marketing team must understand that, that is not the best time to launch a new campaign, product, or service. As election excitement reaches a fever pitch, you risk blowing critical ad revenue by interacting with an audience that is preoccupied with current events unless the product is directly related to elections.
Lastly, understand that because of everyone’s differing political opinions, most elections may be highly controversial and potentially toxic. Everyone has an opinion about parties and candidates, from employees to suppliers, customers to clients, family to friends. If you must communicate, do it in a way that is good, uplifting, and eventually contributes to the country’s national spirit of peace, love, and unity. Brands can be influential and what they do with such influence determines how they are perceived.
