How to make the campaign a success

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French political scientist Serge Albouy says that political marketing (like any other marketing) actually consists of three phases:

1. Research into political demand

2. Definition of the political offer

3. Distribution of the political offer


Anyone who operates from a political iran rcs data marketing perspective does not randomly produce posters and other materials. The key lies in the coordination between political demand and political supply.

A sensible distribution key for election and voting campaigns therefore looks something like this:

- 15 percent for the first phase (quantitative and qualitative opinion research, opponent analysis)

- 20 percent for the production of campaign materials

- 65 percent for the dissemination of political offerings


These numbers can legitimately vary depending on the country, situation and starting point. However, it makes little sense to spend half of the campaign budget on a survey if you then have hardly any means left to make the campaign visible. On the other hand, it is stupid to squander seven-figure sums without first testing them in focus groups (external to the agency).

I also think it's important to tell yourself the truth from the start. I don't think much of campaign budgets that look manageable, but where everyone involved knows that they won't be enough.