MARKETING AFRICA MAL 18/17 mal 18:17 online - Page 16

TALKING POINT CAMPAIGN TIME MARKETING THINGS By Boniface Ngahu K enya goes to polls in August 2017, the party primaries were done in May amid a lot of confusion and many fallen giants. Let us have a look at the marketing aspects that have driven the political campaigns. Party Primaries For the first time party primaries in Kenya were a serious thing yours truly also voted, this was due to the party hopping law that prohibited party hopping after the primaries. This has resulted to an unprecedented number of independent candidates. Getting the nomination of the popular party in a particular region is almost equivalent to winning the main elections. The primaries were highly contested with some counties like Nyeri sending home all the mps apart from one. Kirinyaga voted Ann Waiguru for governor to compete with Martha Karua in the general election guaranteeing us of at least one woman governor in the incoming council of governors compared to the current one which is a pure bull dance. From a marketing perspective the party primaries tell us that the market has changed and being a market leader is not a guarantee to staying at the top. We are now faced with a market that has a very short attention span and that has become very unforgiving to non- performance. Diversity is also in play as we saw more younger people and women ‘‘ From a marketing perspective the party primaries tell us that the market has changed and being a market leader is not a guarantee to staying at the top. We are now faced with a market that has a very short attention span and that has become very unforgiving to non-performance.’’ 14 MAL 18/17 ISSUE get nomination from major parties compared to the past. A former watchman was also voted for an MCA position. This tells us about the increasing power of women and youth in line with changing demographics. The increasing political spending also tells us that we need to spend more to reach our target audience. The underhand dealings during the primaries also tell us that the market is a dirty place that is not for the faint hearted; this means that you should be aware that when you wrestle with a pig and you get dirty it enjoys. Slogans And Tibim Just like in marketing slogans are very important in politics as part of hammering your unique selling proposition and getting remembered. The National Super Alliance (NASA)’s slogan “Mambo Yabadilika” is about change. NASA is about change, this means that NASA supporters should be those who are inclined to a change in government. Jubilee party’s slogan, “Tuko Pamoja” means “We Are Together” so it means we are together in government and the work should go on.