10 Marketing Lessons from the Indian Elections of 2024

The Indian elections of 2024 provide a wealth of insights for marketing managers. An election is a feedback session from 650 million voters, each a customer of a governance service. It is a classic case study illustrating how political campaigns effectively reach and engage with a vast and diverse audience. Here are ten key takeaways that marketing managers can learn from this election:

1. Never Underestimate Your Customers

Customers are not just financial contributors; they are emotional beings who also think rationally. Your messaging must appeal to both their emotions and logic. Respect their views and remember that they are also evaluating your competition. Their choices impact your future as much as yours impacts theirs.

2. Distinguish Between Customers and Consumers

Customers pay for your products or services, while consumers use them. Customers think in terms of trade-offs like cost versus value, whereas consumers experience the actual benefits and pain points. In elections, political parties often engage more with the urban middle class who pay taxes but ignore the rural poor who are the actual users of public services. Ignoring consumers can lead to significant backlash.

3. Promise Less, Deliver More

Customers evaluate your offerings based on the promises you make. Overpromising and underdelivering can harm your reputation. Focus on meeting basic expectations like turnaround time, cleanliness, and courteous service. Always aim to exceed, not just meet, customer expectations.

4. Invest in Customer Care

The era of "sell it and forget it" is long over. Today, each customer is a king. Good customer care means listening patiently. If your team is overwhelmed, hire more staff to ensure every customer feels heard. Don’t assume you know their needs better than they do. Ask the right questions and listen.

5. Organizational Behavior and Culture Matter

Respect and engage with your customers patiently and politely. There are no permanent loyalties; customer loyalty must be earned continuously. Train your employees to treat customers with empathy and respect. Autocracy and bureaucracy have no place in a customer-centric organization.

6. Never Underestimate Competition

Complacency is costly. Competitors can innovate and challenge your position at any time. Always monitor your competitors’ actions and treat them as potential threats. Stay vigilant and proactive in maintaining your competitive edge.

7. A Brand is Defined by Customers

Your brand is not what you say it is; it is what your customers perceive it to be. While you can invest in brand building, ultimately, it is your customers who construct your brand’s image. Every message you send contributes to their perception, but they are also influenced by competitors. Your role is to provide the best possible building blocks for their perception.

8. Craft a Clear Sales Script

Clear communication is crucial. If you need something, ask directly. Teach your sales team a clear, positive, and convincing script. Avoid negative or confusing language. Each sales interaction is a contract, and it's essential to fulfil your part.

9. Avoid Controversies

Controversies waste time and resources and rarely yield positive outcomes. They often do more harm than good in the long run. Stay focused on constructive engagement and positive messaging.

10. Admit Mistakes and Move On

Mistakes are inevitable. When they occur, admit them, apologize and move forward. Like the many parts of a truck, each with the potential to fail, no system is error-free. Handling mistakes with transparency and efficiency is crucial in maintaining trust and credibility.

Conclusion

Marketing, much like politics, is dynamic and ever-changing. Narratives shift, customer preferences evolve, but strong institutions and legacies endure. By learning from the strategic approaches of political campaigns, marketing managers can enhance their strategies, engage more effectively with their audience, and drive sustained success.

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