The next six months is going to be very interesting not just for politicians but for everyone in the political marketing value chain.
As the 2019 general elections draw near, there are machinations, permutations, alignments, realignments by politicians and their parties. There are also moves to source for funding for their various activities. Our industry is on the sideline waiting for candidates and their parties to get marching orders to hit the airwaves.
As a matter of fact, the Nigerian advertising industry has gotten used to the one-in-four years’ cycle that (positively) impacts the industry. Based on historical facts and case studies, there are more hiccups and below-par execution that pervades political marketing activities. It is excusable that many agencies are not wired to professionally-handle political marketing projects, however, there is no hard and fast rule to this field.
However, there is still a competence gap in the industry as regards this delicate sector. The lack of capacity for strategic guidance for discerning clients led to the importation of talents, consultants and templates.
Sadly, there are more qualified agencies in the markets that can perform much better than many over-hyped foreign consultants.
As Nigeria’s political landscape gets more sophisticated, politicians, parties and their handlers are now aware that the here-to-fore docile electorates are now more enlightened to take more informed choice at the polls.
It is a win-win situation for stakeholders if they talk to the right people, at the right time. Winning an election is more than a daydream and most times beyond the magic of media.
However, no matter how compelling a candidate and he or she’s party appear, the role of marketing cannot be wished away, the secret lies in talking to and engaging the right people.