Political Marketing and the 2008 New Zealand Election: A Comparative Perspective

Political marketing is a growing phenomenon and few political parties would seek to compete in an election without utilising at least some of its tools to help them understand their market and compete more effectively. The current range of tools available includes pre-election strategy, branding, e-marketing, opposition research, multiple forms of direct marketing and GOTV utilising market segmentation, tangibility tools, insights marketing and leadership re-marketing. New developments in practice transfer quickly between countries. In the 2008 New Zealand election, both major parties, Labour and National, utilised different aspects of political marketing with varied effects, showing the importance and limitations of global strategies, as well as the need for parties to utilise all aspects of political marketing for government and re-election.