atans1

What Oppo can learn from UK about targeting voters

In Uncategorized on 29/05/2017 at 1:18 pm

There is little point in seeking to convert voters who are committed to another party, or indeed strong supporters already on your side.

Instead, parties are increasingly focused on the “waverers” and “undecideds” – the people whose votes are going to win elections.

But it’s hard work and needs money. The latter is a real problem here for Oppo parties unless they have MPs and a town council to milk.

Campaign techniques which focus on big data usually begin long before polling day – maybe six or nine months before.

Finding ‘Essex Man’

To do this, the parties go to great lengths to combine a whole range of data sources.

First, they use their own canvass returns – information about voting intentions – collected on the doorstep and the telephone over the course of a few years.

The most recent information collected from voters is now uploaded in real time.

This tells the parties if the would-be voter is a committed supporter, “waverer” or “undecided”.

They then combine this with market research data, which tells them more about the individual – demographic characteristics such as age, sex, education level, income and family size.

This is the information which has led parties to create key target groups at past elections – so-called “Essex Man” or “school gate mums”, for example.

In turn, these are then combined with further information the parties have gathered on the doorstep, from telephone calls and social media engagement.

Tailored leaflets, Facebook posts and other messages reflecting the voter’s interests and concerns can soon follow.

So, while a family with young children might receive a leaflet about what has been done for primary schools in the area, their retired neighbour may receive a different circular about what is being done to help pensioners.

http://www.bbc.com/news/uk-politics-39779158

But the PAP and WP are right about one thing:

Over the last six elections, the one approach that works better than all others when persuading voters is face-to-face contact.

It’s a lesson the SDP is finally learning. No more “Parachuting in on nomination day”. They leave that to the Parachutist Extraordinaire (Three GEs, three different parties and decreasing share of the vote), the No Substance Party and the Chiams.

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