Orange. Be orange. Just because.
*B2C = Business to Consumer
I decided to see the recent election campaign as a B2C model. Based on the lecture notes, the criteria of this interaction seems to apply: a political party tries to understand, empathize, respond to needs and concerns, focus on how lives can be improved and show how their product (in this case, platform) is great.
I will use the critique on how the NDP lost voters using the common B2C mistakes.
Mistake #1. Failing to Monitor
As suggested, conversations cannot be controlled. With the push of apples (Liberals) claiming they are the change needed and promoting strategic voting against the blueberries (?), the NDP should have been quick to counter the rise of the movement before it became a huge influence.
Apples are more abundant and hardier than oranges. That’s a fact.
Mistake #2. Expecting instant results
In the summer, NDP was at the top. With two months left, they started to decline in favourability. What did they do differently to try to come back up? They stuck to their guns by choosing the least favourable stances on certain issues without trying to change the hype to something else other than the niqab. Seriously, why did we spend over a month talking about that…
Mistake #3. Failing to invest sufficient resources
Maybe there was significant effort, but from my end, I didn’t see it. Somewhere during the campaign, it was a war only between apples and blueberries and this dynamic continued. Oranges just weren’t fitting into the mix and something had to be done. They needed pointers from Apple’s marketing team. Apple the tech company – not apples as in Liberals… this fruit metaphor is failing me.
Mistake #4. Focusing Internally
This ties to Mistake 1 and 2. There wasn’t enough effort to counter what happened in the past few months. The message from apples were getting stronger and stronger and the trending topics from the blueberries made oranges look way uncool. If you’re looking uncool, you gotta switch it up!
Mistake #5. Not building networks or using syndication
This means not using your social media tools to its full potential. I think every party tried its best with this, but perhaps the value of the content is what separated them from each other – also tying in to Mistake #6. I looked at what each party leader tweeted in the past few weeks leading up to election day.
Here’s an Oct. 14/15 comparison:
Oranges had the more ‘internally focused’ message. Apples were doing more comparing making it clear that they are more ‘abundant and hardier’. Large and direct messaging from the bluberries made the orange message pretty weak.
Here’s a September comparison:
There were a few comparisons with other parties done by NDP but the target was more towards blueberries – not apples, their main competition.
Mistake #6. Ignoring synergy between media campaigns
The comparisons above doesn’t seem to help orange sales go up. Like the first image of this post, oranges were confident to be orange and believed their orangeness was enough. While blueberries seem to do this as well, it worked for them because they were on a league of their own (on the other end of the spectrum) and didn’t have similar opponents.
Behold. I am the blueberry. There’s no one else quite like me. Come on blueberry lovers, let’s start an army!
Again, sorry for the fruityness. I tried to not make it sound too political and more objective to focus on the B2C dynamic.
Image source: oranges apples blueberry