What elections can teach marketers

Chances are high that even if you have a passing interest in electoral politics, including the latest one in Bihar, you'd have frequently checked your phone and TV for 'results' yesterday. Why? Because somehow you've gathered over the years that it's the 'adult thing to do'. Marketers, advertisers - there's a lesson in this for you. Elections are proof that if you slap the word participation on anything, it is bound to become 'riveting'. Elections are essentially reality shows that make viewer-voters see how they've done in the game. You may think it's a contest between parties and candidates, but thanks to the participatory factor, it's the voter who is the player (and is being played). Millions tune in, follow 'arguments', invest precious time to follow 'current affairs'. Even non-participants are made to feel they have skin in the game.

The average consumer won't think twice about party policies (and if they're ever followed through). But give them a button to press, a zigzag of well-numbered on-screen graphics, 'analyses' (sic) to follow over namkeen and tea, and your consumer feels their choice matters. So, dear marketers: stop agonising over your next campaign slogan. Just turn your loyalty programme into a referendum. Make your product launch a national debate. Make them argue about the font size on your bhujia packet. And voila!