Political Parties Vie for Direct Approach

By Dignam, Conor | Marketing, January 11, 1996 | Go to article overview

Political Parties Vie for Direct Approach


Dignam, Conor, Marketing


In the run-up to Christmas the Conservative Party sent out a direct mail appeal to 100,000 homes of Tory voters asking for donations to the party.

Given the Tories' low standing in the opinion polls and the party's internal troubles, a poor response would have been little surprise.

Yet, within six weeks more than 450,000 [pounds] poured into Conservative Party Central Office, making it one of the party's most successful direct response campaigns.

But this was an appeal with a difference. The campaign had been put together by Claydon Heeley International and was themed around a lottery.

Prizes included a 14,000 [pounds] Rover 400 and a 4000 [pounds] Caribbean cruise. The more money supporters donated, the more chances they got to enter the draw.

So impressed was Conservative Party Central Office by the initiative that it is now looking for other direct marketing schemes that can raise funds, recruit members -- and, crucially, win votes.

Message to the electorate

The `lottery' appeal marked the first time the Conservative Party had formally handed an agency a direct marketing campaign and signalled its determination to look at new methods and ideas for reaching its supporters.

For political parties, the attraction of direct marketing is that it allows them to make use of the rich data they already possess on their members and likely supporters and target them for specific messages.

In the last General Election the Tories used databases to identify people who'd bought shares in privatised services, and then contacted them to try to persuade them that they'd lose out under Labour.

The Liberal Democrats also launched a direct marketing campaign through TBWA-Holmes Knight Ritchie, in key marginals it believed it could take from the Tories.

And even before it took on the `New' tag, Labour was looking at ways to use direct marketing, offering members its own affinity credit card (in conjunction with the Co-Operative Bank) as early as 1989 and making a habit of looking for new recruits among the ranks of trade unions.

But now all the parties are looking at more ambitious ways of using direct marketing, including campaigns aimed at specific social groups. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Political Parties Vie for Direct Approach
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.