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The Airbrushed Election


Any marketer will tell you that one of the most important parts of any campaign is the aftermath; the success of future strategies and campaigns depend on evaluating what went well, and what could be improved next time. Hopefully both Labour and the Tories have learned from these avoidable errors that would have most marketing managers wondering when their p45 will turn up.

In 2010 the Tories were guilty of violating one of the core tenets of successful marketing and while they still won out, it led to them being widely lampooned by both the press and public.
The infamous ‘airbrushed’ poster of David Cameron was described by many as resembling a waxwork model, which isn’t ideal for a man who has been criticised for a lack of humanity. It is crucial that campaign material is up to scratch in the modern era, as consumers not only expect high quality graphics but are also increasingly likely to share blunders via social media, with off moments quickly recycled into viral memes that just don’t let up.
While Labour’s decision to mock the Conservatives with their ‘mydavidcameron’ microsite capitalised on this with good humour, they failed to branch out to new market segments. While the site engaged successfully with those sympathetic to Labour, you have to wonder whether they’d have been better focusing their energies on floating voters.

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