Political Parties in CrisisPolitical Mapping®Getting closer to the voters
The political parties in crisis – The Pirate Party on the way“Who would not like to work for an industry where you cangain...
The political parties in crisis – The Pirate Party on the wayThe Pirate Party has revealed problems that existed before.Bu...
Disenchantment with Politics*»   Decrease in voter participation»   More than half of the voters say:    our society is he...
Citizens in crisisThe citizens have more, more urgent and more complexproblems than ever.                                 ...
Citizens in crisisMore and more complex problems lead to a permanent crisis for thecitizens*»   Financial crisis»   Threat...
Citizens in crisisMore and more complex problems lead to a permanent crisis for thecitizens*»   Increasing debts in the pu...
Specific worries by voters*                                                                        Voters    Voters    Vot...
The dilemma has many different shades»   The parties lack problem solution strategies»   Citizens don’t trust in the parti...
Professional Crisis ManagementInstead of taking over responsibility, here is the politicians’fundamental principle:People ...
Parties must reduce the distance to the voters                                                 11
Reduce the distance to the voter»   Act instead of react    Exploring the expectations of the voters, formulating goals, c...
Target group clusters in the extended potential of Party A*   »     The clusters at a glance:                             ...
Target group clusters in the extended potential of Party A*                  The Anxious (15%):            30-60 years, av...
Distanz zum Wähler verkürzen*»    Erhöhte Lösungskompetenz     Wie können wir die Erwartungen        Mapping® Studie     u...
This requires modern communication                                     16
Reducing the distance to the voterRequirements for modern communication»   Transparency & reliability of party decisions» ...
Political Mapping® – The basis for clear decisions»   Which solutions do the voters expect?»   What do you have to do for ...
Political Mapping® – The basis for clear decisions»   Through which media channels does your party reach the target    gro...
The Brand Support overall concept»   Phase 0: Classification of the existing data material»   Phase 1: Mapping®»   Phase 2...
»   Curious? Just give us a call!                »   We‘d be pleased to tell you more.©Brand   Support 2012   Wieseneckstr...
Nächste SlideShare
Wird geladen in …5
×

Brand Support Political Mapping english

547 Aufrufe

Veröffentlicht am

Veröffentlicht in: News & Politik
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Brand Support Political Mapping english

  1. 1. Political Parties in CrisisPolitical Mapping®Getting closer to the voters
  2. 2. The political parties in crisis – The Pirate Party on the way“Who would not like to work for an industry where you cangain 10% market share overnight.“ 2
  3. 3. The political parties in crisis – The Pirate Party on the wayThe Pirate Party has revealed problems that existed before.But now these problems have a name! 3
  4. 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 4
  5. 5. Citizens in crisisThe citizens have more, more urgent and more complexproblems than ever. 5
  6. 6. Citizens in crisisMore and more complex problems lead to a permanent crisis for thecitizens*» 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 6
  7. 7. Citizens in crisisMore and more complex problems lead to a permanent crisis for thecitizens*» 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 7
  8. 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. 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 9
  10. 10. Professional Crisis ManagementInstead of taking over responsibility, here is the politicians’fundamental principle:People shall solve their problems on their own via civicparticipation.But the citizens are actually longing for transparent,comprehensible and professional management (analysis,solution, communication) of their problems. 10
  11. 11. Parties must reduce the distance to the voters 11
  12. 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 12
  13. 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 9Percentage of EP 13% 15% 15% 16% 12% 7% 7% 7% 8%Party ACloser potential* 95% 83% 69% 61% 60% 66% 65% 39% 35%Vote for Party A inthe next 57% 53% 41% 39% 31% 30% 24% 11% 7%election**Percentage nextelection Party A 25% 19% 21% 11% 11% 4% 5% 2% 2%totalAge 30-45 40-59 40-60 25-49 18-49 45-65 18-39 60-70 50-65Sex ø w ww m mm ww m ø mmSocial 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. 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. 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 15
  16. 16. This requires modern communication 16
  17. 17. Reducing the distance to the voterRequirements 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 17
  18. 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? 18
  19. 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. 19
  20. 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 20
  21. 21. » Curious? Just give us a call! » We‘d be pleased to tell you more.©Brand Support 2012 Wieseneckstraße 26 Phone: +49-911-9535-100 info@brandsupport.de 90571 Schwaig/Germany Fax: +49-911-9535-109 www.brandsupport.de

×