“Umshini wami” a winning communication tactic

The latest ANC's convincing victory on Wednesday, 22 April 2009, was a result of an effective election campaign powered by liberation credentials, a strong political brand, a genius political marketing campaign and a remarkable record of service delivery to citizens. [Well, that's debatable - assistant editor]

Balanced combination

Through a broad-based election campaign driven by a balanced combination of marketing, public relations and communication mix - namely billboards, television, radio, press, posters, live debates, emails, cellphones, slogans, music, events, entertainment, public appearances, public apology for its failures, brand association, branding and door-to-door vists - the ANC managed to sell its policies and programmes to all country's diverse communities. Using all these tactics, the ANC successfully aligned itself with all citizen's concerns, challenges and aspirations, and adapted with people, time, and place.

Election campaign communication does no longer mean merely designing and printing messages on posters with simple political propaganda and rhetoric or without consideration of whom they are addressed to. It encompasses the entire marketing process, from preliminary market study to sampling, testing, targeting, and evaluation; to research, branding, communication, public relations, advertising and personal selling; and to re-design of policy and electoral strategy.

It is also covers the management of perception, public opinions, attitudes, expectations and behaviors of the target group during and after the political campaign.

Wasted too much time

Poor opposition parties wasted too much of their time chasing the cunning Julius Malema, attacking the ANC, tackling Zuma, talking big terms such as judiciary and media rights, and questioning the NPA's decision and others' defining morals and ethics. In the process they failed to communicate their solutions to bread and butter challenges.

Zuma meanwhile proved that the most powerful fundamental of an election communication is to continually telling the masses what they want to hear and the ability to nail down local issues. Again, only an alien, newly arrived to Planet Earth from outer space, will be ignorant of the fact that black people love to dance and love to sing and do both with distinction. Hence the “Umshini wami” communication tactic was the highlight of the campaign, allowing his followers, foes and spectators to share his singing and dancing skills.

The question is - what differentiates the ANC from other political parties? The ANC is a powerful political brand - and the more powerful your brand political brand, the more loyalty you get from political consumers.

Well-fed brand

Since its inception in 1918, the ANC brand had been well-fed and -nurtured; hence it is difficult to challenge. Its brand has its own distinctive proposition which sets it apart from increasing numbers of competitors and appeals to the broad political spectrum. These include inclusivity, dynamism, collectivism, concern, compassion, caring, commitment, salvation, sacrifice, suffering, simplicity, redemption, resurrection, forgiveness, non racialism, non sexism and freedom rights.

And all these brand values were clearly articulated through its vision of “A better life for all”, which was driven by its mission “Working together we can do more”.

While the new government is preparing to turn the ANC promises and victory into development programmes, I wish that communication skill, ability and expertise that drove the ANC's electioneering strategy be translated to the corridors of government departments.