Thank you, Clive Palmer

January 29, 2019

United Australia Party has wasted $7M as a direct result of NOT understanding “Marketing”.

Thanks to Clive Palmer, the world of business, in particular, the world of #Marketing, can see FIRST-HAND how “Marketing” is MUCH more than just advertising, publicity and promotion.

Millions upon millions have been spent, with (in balance) superior advertising media buying, substantive media advertising and exposure, publicity and work or mouth exposure that is a PR promoter’s dream; all contributing to an excellent outcome in terms of brand awareness and unaided brand recall… KPI’s that might be used to paint a picture of a great campaign.

In reality, it is a MAJOR failure in “Marketing” and will secure nominal (if any) significant support for Clive Palmer or his Party, and (post-election) will be heralded as one of Australia most notable political failures.

Thank you, Clive Palmer, for proving the limited power of advertising, publicity and promotion in Marketing.

Thank you, Clive Palmer, for demonstrating how lay-people, who THINK they understand “marketing”, rather than relying on properly educated, trained and experienced specialists, waste millions spending on Marketing Communications, when they should be spending it on Marketing Research & Analysis, Product and Brand development, People development, Process development, Customer Experience, Path to Purchase, and so much more.

Thank you, Clive Palmer, for showing us that financial muscle has limited ability to sway buyers (in this case, voters) if the total offering doesn’t meet the needs and wants of the target audience.

Thank you, Clive Palmer, for redistributing your wealth to the marketing services providers who have profited, the media participants who have enjoyed the display, and for strategic marketing professionals who now have evidence that further proves their importance.

Political parties DESERVE to lose elections!

Turn on any talkback radio at the moment and you’ll quickly hear some politician talking about the up-coming election… or you’ll hear an election advertisement.

It is a source of current frustration to me, my peers, and others who ‘know’, that politicians waste millions on shockingly amateur advertising messages, destructive ones, or counter productive ones.

Amazingly, it is NOT uncommon to hear a Polly talk about the “Liberal brand” or the “Labor brand” when they exhibit absolutely NO understanding of brand management, brand equity, brand positioning, or and other sophisticated marketing tool.

My personal view is also coloured by a member of the NSW Liberal Party telling me they have their brand marketing under full control and that “we know what we’re doing” when their laughable marketing efforts have been so powerful in keeping them OUT of office when had they done nothing they would have been in power three terms ago.

Almost every day, you’ll hear a politician ‘break’ branding rules yet they continue to spend frivolously on advertising when they could save millions by accepting that professional marketers know much more than ego-driven lawyers ado about marketing.

I suppose it is simply the observed clichés of life being proven over and over again… “Pride cometh before a fall”… “Only a fool knows everything” are two that spring to mind…