2. The political parties in crisis – The Pirate Party on the way
“Who would not like to work for an industry where you can
gain 10% market share overnight.“
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3. The political parties in crisis – The Pirate Party on the way
The Pirate Party has revealed problems that existed before.
But now these problems have a name!
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4. Disenchantment with Politics*
» Decrease in voter participation
» More than half of the voters say:
our society is heading in the wrong direction
» Low voter commitment because of a big gap between solutions of the parties
and voters‘ expectations
» High volatility: Almost ¾ of the voters have not chosen a party for the next
elections yet
» High protest voter potential – The majority of the Pirate fans would vote for
the Pirate Party out of protest and not for their policies
» The level of sympathy and competence of parties and top politicians show a
large potential for improvement
*Political Mapping Study 2012
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5. Citizens in crisis
The citizens have more, more urgent and more complex
problems than ever.
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6. Citizens in crisis
More and more complex problems lead to a permanent crisis for the
citizens*
» Financial crisis
» Threatening collapse of Greece and other European economic areas
» Gap between rich and poor gets bigger
» Increasing costs of living and energy
» Outdated educational system
» Overstretched health system
» Debts of private households
*Political Mapping Study 2012
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7. Citizens in crisis
More and more complex problems lead to a permanent crisis for the
citizens*
» Increasing debts in the public sector
» Increase of corruption/lobbyism
» Increasing level of bureaucratization
» Increasing environmental pollution
» Exploitation of raw materials
» Aging society
» Climate warming
» Fear of a nuclear catastrophe
*Political Mapping Study 2012
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8. Specific worries by voters*
Voters Voters Voters Voters
Relevance of voters‘ worries Sunday Sunday Sunday Sunday Sunday
Ranking by potential Party A Party A Party B Party D Party Y Non-Voters
Increasing corruption xxx xxx xx xxx xxx
Increasing of gap between rich and poor xxx xxx - xxx xxx
Tax money is used wrongly xxx xx - xx x
The future of the educational system and professional training xxx xx -- xxx x
Retirement provision/pension won‘t be sufficient xx xxx xx xx xxx
… xx xxx x xx
… xx xxx x xx xxx
… xxx xx - xx xx
... xxx -- --
… xx xx - x
… xxx x -- xx x
… xxx x -- - x
… xx xx - xx
… xx x - xx x
… x -- - xx
… x - -- --
… -- -
… - - --
… - -- --
… - -- -- -
… - - -- -- -
… -- -- -- - -
… -- -- -- -- --
… -- -- -- -- --
*The numbers and the order have been changed for reasons of anonymity 8
9. The dilemma has many different shades
» The parties lack problem solution strategies
» Citizens don’t trust in the parties ability to solve the important problems
» The voters are not familiar with the parties’ concrete positions
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10. Professional Crisis Management
Instead of taking over responsibility, here is the politicians’
fundamental principle:
People shall solve their problems on their own via civic
participation.
But the citizens are actually longing for transparent,
comprehensible and professional management (analysis,
solution, communication) of their problems.
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12. Reduce the distance to the voter
» Act instead of react
Exploring the expectations of the voters, formulating goals, concepts/
checklists
» Improved ‘customer orientation‘
Who are the target voters? Mapping® Study
What do our target voters want? Segmentation/
potential voters analysis
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13. Target group clusters in the extended potential of Party A*
» The clusters at a glance:
The
Cluster 1 Cluster 2 Anxious Cluster 4 Cluster 5 Cluster 6 Cluster 7 Cluster 8 Cluster 9
Percentage of EP
13% 15% 15% 16% 12% 7% 7% 7% 8%
Party A
Closer potential* 95% 83% 69% 61% 60% 66% 65% 39% 35%
Vote for Party A in
the next 57% 53% 41% 39% 31% 30% 24% 11% 7%
election**
Percentage next
election Party A 25% 19% 21% 11% 11% 4% 5% 2% 2%
total
Age 30-45 40-59 40-60 25-49 18-49 45-65 18-39 60-70 50-65
Sex ø w ww m mm ww m ø mm
Social background UMC LMC MC UMC MC MC LMC LMC LMC
*Voting for Party A is possible **Sunday question for the next election
*The numbers and the order have been changed for reasons of anonymity 13
14. Target group clusters in the extended potential of Party A*
The Anxious (15%):
30-60 years, average 41 years old
Sex: 65% female
Mainly live in middle sized cities
Issues:
Almost worried about all topics. On top: Material future worries, e.g.
the pension, increasing energy & living costs, conflict of generations
(more young people have to provide for more old people).
High rates also for ‘fear of a climate catastrophe‘.
Lifestyle factors above average:
Home, security & family, price controlled consumption, job & effort
Vote: Party A 41% – Party B 19% – Party D 11% – Party C 5%
*The numbers and the order have been changed for reasons of anonymity 14
15. Distanz zum Wähler verkürzen*
» Erhöhte Lösungskompetenz
Wie können wir die Erwartungen Mapping® Studie
unserer Wähler erfüllen? Segmentierung/
Potenzial Wähler Analyse
» Klare Kommunikation
Welche Ziele werden wie und Ableitung aus der Mapping Studie
über welchen Kanal kommuniziert? Aktionen/Kampagnen/Mund zu
Mund/Kommunikationsstil
Wie und wann können wir unsere
Lösungen/Ansätze am besten kommunizieren?
*Brand Support Studie 2012
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17. Reducing the distance to the voter
Requirements for modern communication
» Transparency & reliability of party decisions
» How have certain decisions been made?
» Why are they reasonable for the voter?
» Credible communicators (= top candidates)
= New communication style
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18. Political Mapping® – The basis for clear decisions
» Which solutions do the voters expect?
» What do you have to do for your voters so that you don‘t lose the
fans of your party?
» Which problem fields does your party have to work on to bind
potential voter clusters in the short, middle or long term?
» Is your party credible on the focused problem fields? Where can
competences/images be built?
» Where do the existing parties have strengths/weaknesses?
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19. Political Mapping® – The basis for clear decisions
» Through which media channels does your party reach the target
groups that are becoming more and more heterogeneous in their use
of media?
» Which tone does the party have to use to reach the different target
groups? (= depends on the level of problem awareness and lifestyle
of the various target groups)
» All these questions can be clearly answered with the results of
a Mapping® Study.
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20. The Brand Support overall concept
» Phase 0: Classification of the existing data material
» Phase 1: Mapping®
» Phase 2: Personality Charisma Study
→ Personality branding of the candidates
- Clear profile, credibility, authenticity, positions
- Coaching guide
- Specification of the communicational concept
» Phase 3: Tracking
→ Relevance of issues
→ Key party images
→ Personality images
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