Her are some key marketing lessons from Aam Admi Party’s victory:
- Big risks, big gains– marketing is all about taking big risks as the payoff can be invaluable.Arvind Kejriwal’s decision to personally stand against Sheila Dikshit was fraught with danger for the party in case he lost. His individual victory gave a huge credibility to the movement.
- Don’t sell products,sell emotions- finding the right button is the most important element in the marketing mix. AAP raised specific issues which were dominent in people’s mind-either corruption or water shortage. Their choice of “broom” was also a master-stroke-it had a direct connect with the general voter.
- Marketing is about telling a great strory-Kejrival and his team had a new story which was different than others. The story was inspiring and gave new reason for hope and transparency.
- Using media to its advantage– AAP had less financial resources but used media intelligently. The stories about NRI’s leaving their jobs,taxi drivers and young student leaving their work for six months to joining the aam admi campaign were fed to the media and soon campaign achieved a cult status.There was a calculated consistency of message on all media fronts which snowballed into a huge skew In favour of AAP.
Every self respecting brand must deliver consistant,focused and interesting communication to get its customers engaged.
5. Segment your target customer– The kajriwal and his team did a brilliant job of segmenting the Delhi city. Each of the 70 constituencies were analysed and specific manifestoes were made as per the requirement of the area. Instead of holding large public rallies, about 7,000 volunteers went on a house-to house campaign to convince and educate the voter.
6. Always respect competition-Congress and BJP did not take Aam Admi party seriously.Inspite of all the indications, both these parties were arrogant enough to ignore the threat posed by Kejriwal.