1P. – POSSIBILITIES

Through secondary research, you should acquire all the inputs of the competition and the market that will evolve in the making of a winning strategy.

Competition:

Commercial institutions must analyze their competitors product mix, prices, product penetration, attributes, benefits, service quality, shelf space, merchandising, advertising messages and media, assets (those factors that add to the image) and liabilities (those that subtract to the image) of the brands, etc.

Adjacent to the above, in politics you zigzag in the same way: What do your competitors offer (political party, candidates, the power behind the throne)? How much credibility does the political actors have? How nicely channeled and plotted stand their messages? What assets and liabilities the trademarks poses? What resources do they own? Who are their allies, those visible and invisible? Etc.

All this in order to gather the inputs to generate your strategy to smartly differentiate from others and kick major butt. Focus on the items that matter to your audience and that can be achieved under your resources or what novel weapons do you have the ability to invest in.

Market review:

Commercial institutions are obligated to learn what barriers to entry or to expand exist? What barriers to slow others can your company create? They also must measure the impact of the media supply with their costs and penetration, innovative technologies, find possible Influencers, study if you can trust the legal system, distinguish the laws that apply to your industry, the market size, its growth or decline, the ease of importing or exporting products or services, taxes, elasticity of demand, possible partnerships, environmental laws, the supply of qualified labor, etc.

On the other side, politically we must measure the density of voters by geographic and demographic criteria, the growth of the electoral roll and the possible growth or decline of voters, find the specific needs of each location,discover the credibility and transparency of any institution involved in the election process, discover flourishing leaders, etc. Don’t laugh, politicians relish being eternal and enjoy “drowning” any young leaderships, nonetheless as you can deduce from my writing, I’m talking about political marketing, not political campaigns, we will be extending on further articles.

As an illustration, it’s imperative to discover the umbilical cord that feeds the strength of each adversary which could not necessarily be money, or other resources; it could be hatred, resentment, or external factors that move or not a voter, or the magnetism of a brand, or a bill from Congress, etc.

It’s important to realize the utmost crucial findings of this analysis are the “gaps”, discovering where, when and how to aim to win. Having enough info to make projections is critical, screening several scenarios. (A “marketer” that’s not enchanted by numbers, should not be called a marketer).

As a result, with all the info gathered craft a simple and beautiful SWOT tool approaching each analysis by putting the organization and competitors in the principal axis.

As you observed, I didn’t emphasize neither qualitative nor quantitative research to learn the habits and preferences among others. We’ll focus on those on my subsequent P.

Remember, #marketing is: “all activities involved in selling products, services or ideas that deliver the results that were expected through the satisfaction of needs.”

#MarketingMINT: If possible, never assume anything.

#SeeYaSoonBaboons
@jclaviles
jclaviles@mint.com.sv

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