David Cameron and experiential marketing

A key component to experiential marketing is to stress the emotional as well as rational aspects of a product or brand. Audiences are segments by grouping them according to values, enjoyment, personality and social group. It is the latter factor which implies that an experiential marketing approach can be reflected in the messages parties and candidates present voters. The slogan ‘Time for a Change’ is used frequently by oppositions, and ‘Yes we can’ used by Obama in 2008 are actually a suggestion that the recipient can make a difference, and be part of something new. Those voters who got 'carried away' by 1997 and voted Labour to be part of something new and important suggest experiential marketing can be succesful.

This election has already at least one clear example of experiential marketing. David Cameron's invite yesterday for voters to "Join the Government of Britain" is a clear appeal for voters to become active with the campaign. So rather than buying Conservative policies as would be implied by transactional marketing, they become an active participant. The email I recieved from Cameron said "We've got big problems in this country and the truth is politicians can't do everything on their own. We need your energy, your ideas, your passion to get this country moving". It will be very interesting to see if this type of message is successful in mobilising people to feel part of a special campaign. However, if the view is that this election campaign is not important, such appeals will fall on deaf ears.