The Quick Guide to Not Getting a No. 1 Vote in the Upcoming Elections
May 6, 2009 3:07 pm General musings, Marketing adviceBank Holiday Monday saw me at the home office catching up on emails and planning & revising my own 90 Day Marketing Plan.
I was broken from my reverie of dollar signs (thanks to my own 90 Day Marketing Plan!!) to the shrill ring of the phone. The conversation went like this:
DF: Hello there (as I’m at home, I thought it was a friend/family calling)
Caller: Hello this is xx (didn’t catch) and I’m calling on behalf of Raymond xx (again didn’t catch) of Libertas, who is running for upcoming election. We’re calling to see if we can get your No. 1 vote.
Do we have your No. 1 vote?
DF: eh, no. I don’t know who I’m voting for yet so sorry, can’t commit to No. 1 votes just yet.
Caller: Oh okay then. Thank you.
That was the phone call.
I’ve since learned that it is Raymond O’Malley from Libertas who is running in the European Election. There is a big poster outside the local GAA pitch.
I think in terms of marketing, telephone marketing is a good strategy. Some people would have been at home on the bank holiday (given the weather was so bad) so chances are they had a high success rate of pick ups. Talk about shooting yourself in the foot.
Result from Phone Call
I have no political allegiance. Every time there is a vote, I always place my vote as it’s a democratic right. However, I’m still clueless about the Libertas party politics, Raymond’s background or personality. And quite frankly, this phone call wouldn’t encourage me. If their approach to telephone marketing is such as I experienced, then I would question their other approaches. I’m a marketer, I look and listen to all elements of marketing, perhaps more than others but if you’ve got a budget for marketing, then spend it wisely.
Alternative Phone Call
Who wrote the script for that call? Because I’ll tell you what - they need a copy-writer, script-writer and good marketer. If I was engaged by Libertas, I would have suggested the following:
Caller: Hello, I’m calling on behalf of the Liberatas party who are running in the upcoming election. Are you familar with them?
Voter: em no.
Caller: Well, they are running with three main policies - x, y, z. How does that sound to you?
Voter: May ask question, may nod or may disagree
Caller: Our website, if you’re on the internet is www.xyz.ie or our campaign team will be in your area shortly. Go up to them and ask them any questions if you have any more.
We are looking for No. 1 votes for the European Elections, not the local elections. Anyway, I don’t delay any longer. Thanks for taking the call and I hope you will vote for us.
Lessons from Alternative Phone Call:
1. Relationship is built up.
2. It isn’t a sales call.
3. You’re not being pushy - you’re just giving information, allowing the voter to make an informed choice
4. You’re differentiating yourself from other parties who are not calling
5. You’re giving information particular to their area (our team will be visiting your area soon)
I’ve mentioned another blog about cold calling. It isn’t rocket science and I know it’s the hardest thing in the world to do. But if you’re not selling anything other than information, then the caller would be more at ease.
Anyway, the irony is not lost on me that I am in someway promoting Libertas. However, i just wanted to write or be-moan how even companies that have big budget don’t know how to spend it wisely!!