Labour must reconsider marketing strategy
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The Labour Party should not focus on direct marketing to try to win votes for the rest of the General Election campaign, according to more than half (56%) of those participating in the latest MarketingWeek.co.uk poll.
Poster power: Conservative campaign uses outdoor media
The party is believed to favour spending much of its marketing budget on direct campaigns rather than launching high-profile but expensive poster campaigns.
Labour has less money to spend on media than the Conservative Party. According to the Electoral Commission, the Tories received more than £10m in donations in the final quarter of 2009 compared with Labour’s £4.9m.
Since the start of January, Labour has used press ads and social media activity to question the Conservative Party’s experience and policies but has so far steered clear of outdoor advertising.
In contrast, the Conservative Party has launched a poster campaign featuring first-time Tory voters. It also ran a campaign featuring David Cameron that attracted criticism following suggestions that the Tory leader’s image had been airbrushed.
Labour is understood to be looking to exploit free media opportunities such as television debates and PR. In the retail peer panel (MW last week), we incorrectly attributed HMV’s comments to Matt Close. We would like to clarify that Matt Button, head of customer relationship management at HMV, contributed to the feature.
Is the Labour Party right to focus the rest of its election campaign on direct marketing?
