Fear and lathering in las vegas

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)

@MARKETINGANDREWANDREW.HUGHES@ANU.EDU.AU

@STEPHENDANNSTEPHEN.DANN@ANU.EDU.AU

And now the panel