In the part 1 of this article both Dr Bawumia and Professor Jane Naana Opoku Agyemang’s track record in both political and non- political life were discussed. Their pros and cons as down tickets as well as their influence on the up ticket (Nana Addo and John Mahama) how they should be marketed effectively to the identified customers (voters) were all discussed.

In this second part, the author discusses how the down tickets complement their up ticket because it is a joint ticket. Different types of marketing strategies to spice their campaigns are also discussed.

How Bawumia complements Nana Addo

A Complementary good is a product or service that adds value to another. In other words, they are two goods that the consumer uses together. For example, cereal and milk, or a DVD and a DVD player. As I indicated earlier, they are joint ticket and therefore complements each other. Here, the author likens Bawumia to DVD that complements Nana Addo as to a DVD player. I will suggest you cut this line out. I think the reader of this article is definitely matured enough to draw the comparison as you just introduced

Key points

1. Bawumia as a banker and economist. He complements well with Nana Addo who is a Lawyer/Politician. In their joint ticket they form a strong partnership which can win them power again. It is a pair that won power in 2016, they have been given the chance before, i.e. they are marketed products that has already been sold to consumers before. Their track record, i.e. the consumer’s review, will either boost or diminish the impact of their specialist product value they bring to the market.

• A nation’s strength depends on making sound policies which drive economic growth, with this, an economist, Bawumia, comes in stronger. To draft policies into law and operationalize them, a legal experience from Nana Addo Danquah comes best.

• Bawumia and Nana Addo are complementary goods that cannot be used without each other as they are known to have a strong relationship. When you take Bawumia out of the equation, the demand goes down for the other good i.e. Nana Addo/NPP votes goes down in 2020.

• Strong Complementary Goods have a close relationship with each other. That is to say that one good is reliant on the other to add value. For example, we have Bawumia (DVD) and Nana Addo (a DVD) player. These are known as strong complementary goods because they are less effective without one another. Nana Addo will be less effective without Bawumia
• Complementary goods add value to the other.  In like manner Bawumia adds value to Nana Addo.

How Naana Opoku Agyemang complements John Mahama

Here, the author likens Naana Opoku Agyemang to a cereal that complements John Mahama as likened to milk. Cereal and milk are complementary products.

Key points

1. Nana Opoku Agyemang as an astute educationist (Professor in History) complements John Mahama who is a Politician and Communication expert. In their joint ticket they form a strong partnership which can win them power. Education is a foundational pillar of building a strong and prosperous economy and so someone with an enormous experience in the field of education is key and with John Mahama’s political experience, they can work out policies in all areas of nation building, especially education. Again, they have been given the chance before (former President, former Education Minister), i.e. they are marketed products that have already been sold to consumers before. Their track record as (a former President and Education Minister respectively), so the consumer’s review, will either boost or diminish the impact of their specialist product value they bring to the market.

2. Naana Opoku Agyemang and John Mahama are complementary goods that can be used together. As to whether they form a strong relationship is yet to be known. The question is, when you take Naana Opoku Agyemang out, will demand go down for the other good i.e. will John Mahama (NDC) votes go down in 2020? I am raising this question because it is a new relationship unlike Nana Addo and Bawumia.

3. Strong Complementary Goods have a close relationship with each other. That is to say that one good is reliant on the other, to add value. Does Naana Opoku Agyemang have a close relationship with John Mahama? The answer is yes, because information has it that John Mahama personally selected Naana Opoku Agyemang and therefore it is safe to conclude that they have close relationship.

4. Complementary goods add value to the other. Undoubtedly, Naana Opoku Agyemang adds value to John Mahama.

Different Types of Marketing Strategies to spice campaigns

Marketing is simply getting the word out to increase awareness of your brand. As political parties, it is the hope of the author that this awareness will translate into votes for the parties and increase their chances of winning the elections.

Marketing is like every other activity one focuses on in your business. Whiles political parties may want to have systems and processes in place to make it cost-effective and time-efficient, they need to analyze their actions from time to time to make sure they’re hitting the mark (winning elections). And it is easy to get stuck in a marketing rut.

So in this part, I’m focusing on four types of marketing strategies both NPP and NDC can use to kick-start their 2020 marketing campaign plans, target their audience (voters) in a new way and add some spice to otherwise stagnant campaigns. Each of the four types will focus on a different type of marketing strategy, covering the background of the technique, providing an overview of how it’s used and giving some ideas on how parties can use it to market their business ( the up and down tickets).

Here is a quick rundown of the four types of marketing strategies I plan to cover to give readers a look at what’s to come.

Cause Marketing

Cause marketing, also known as cause-related marketing, links a company (NPP and NDC) and its products (up and down tickets) and services to a social cause or issue. Both parties should identify issues which are dear to the heart of electorates and provide support. For example Nana Opoku Agyemang could identify issues like teenage pregnancy, abortion etc. as a mother and educationist and offer help or assistance to solve those issues. Likewise, Bawumia can also champion a campaign against drug addictions among youth, youth in illegal mining etc. 

Relationship Marketing

Relationship marketing focuses on customer (voter) retention and satisfaction in order to enhance the party’s relationships with existing customers (voters) to increase loyalty. Both Bawumia and Nana Opoku Agyemang should adopt a different strategy to build strong relationships with already existing voters of their parties. Nana Opoku Agyemang should use her mother figure to bring party members on board to help the campaign. Bawumia as Vice President should use his good office and his personality to build strong relations with the party base and encourage them to be involved in the campaign.

Scarcity Marketing

Scarcity marketing creates a perception of a shortage which aims to entice customers (voters) to purchase, out of fear that they may not be able to get it in the future. Bawumia is believe to be an asset the NPP opposition cannot match. His qualities is in shortage in the opposition and they think when he speaks it sends fears to the opposition. NPP should sell him to the electorate as a scarce commodity which the country needs this time. They should capitalize on the fear Bawumia poses to the NDC and send a clear message to the electorate. The NDC should also find a way to market Naana Opoku Agyemang in a way that the electorates will know her as the hope and savior Ghana needs this time round. Her experience in education must be used strongly. 

Undercover Marketing.

Undercover marketing, also known as stealth marketing, involves marketing to consumers (voters) in a way that they do not realize they are being marketed to. The NPP can make an arrangements with the major telecommunication companies to use a technique involving Bawumia ring tone at the bar, followed by his picture popping up on the screen, giving a short message to electorates. In the same vain, the NDC could also make arrangements with major television stations to prominently display Nana Opoku Agyemang in TV and film production.

Apart from the above, there are other ways the parties can market both Bawumia and Nana Opoku Agyemang (down tickets).

Other ways to market the down tickets

The down tickets (Bawumia and Naana Opoku Agyemang) can also be marketed in the following different ways:

Bawumia

Social campaigns       

Ghana election is a huge business all on its own. Political parties, especially NPP and NDC are racing to outspend the other in mass media advertising. In 2016, John Mahama stole a march on his Npp rival by finding success on the mass media. His campaign was so successful at mobilizing support.

The social media must be used to market Bawumia as a running mate in this 2020 elections. I say so because of the corona era we find ourselves. The social media has become common and popular among Ghanaians and therefore the NPP should use it to their advantage. Although social media can help election campaigns to go viral, they also leave politicians vulnerable to attack or ridicule. For example, following John Mahama tweet on his wall on the ‘Akyem Mafia’in his attempt to support Adongo, the tweet quickly trended on Twitter, serving to amplify what Adongo said. This has incurred the wrath of a section of Ghanaians who are attacking John Mahama. Therefore, Bawumia must be handled very well on his campaign on social media in other not to hurt anybody. The benefits of social media are well known to brands, as are the dangers. NPP party is cautioned to be mindful what they post on social media about Bawumia. This is termed as social media marketing

Meeting the public

Despite the growing popularity of digital communication channels, political parties continue to travel out into the districts, constituencies, regions and engage with voters face to face. In recent times, corona virus has restricted public meetings. The NPP should continue to organize town hall meetings for Bawumia to give public lectures on the economy where he does best and telecast it live on the various media houses for Ghanaians to listen to.

Popular television and radio stations could be used. Air time can be bought by the party for Bawumia to explain the party’s policies to Ghanaians. He did one recently on Peace FM, he should continue with other popular sister stations. The Wontumi Television and Radio stations, Net2 television and Oman FM all owned by NPP people must be used by Bawumia to communicate with Ghanaians.

Since he is Young and energetic, he should step out and do a door to door campaign to touch the grass root. The party must make sure the necessary Covid- 19 protocols are observed. This is termed as face to face or personal selling in marketing

Set Up Email Marketing

Outside of the few cedis NPP will pay to an email newsletter sending service, the cost of an email marketing campaign can be negligible. In fact, Mail Chimp (my favorite service) is free for lists under 2,000 subscribers. NPP should provide a sign-up form on their website to capture emails and ask their known supporters to also join. NPP should set a schedule to send out regular blasts about Bawumia to its list, but they should avoid being “spammy.” Email services will help NPP build a template that matches Bawumia’s branding and renders well on desktop and mobile email applications.

NPP should take some of the content and invest in and distribute it through the email newsletter. I will also highly recommend to NPP to engage a professional email marketing firm to handle this large campaign. Admittedly, email marketing is new in Ghana politics

Naana Opoku Agyemang

Election Campaign Banners & Signs

The NDC should let voters see Naana Opoku Agyemang image on banners and signs posted up vying for attention. The reason is that she is not known to all voters. She needs to be projected. This is termed as outdoor marketing.

Political Campaign Pens

Political campaign giveaway ideas can be simple and still impactful, like using custom pens. NDC can go low or high, depending on their goal, and you know what? Everyone loves political campaign pens. In marketing it is called promotional merchandise.

Election Campaign Stickers & Labels

Whether used for guerilla marketing tactics or passing out to supporters, election campaign stickers are another effective (and affordable) political campaign giveaway as an idea to promote ones candidate. NDC must get her on stickers and Labels and give it to taxi, Trotro drivers etc.

Door to Door Campaign

Door to door campaign has proven to be effective. NDC should have a program for Naana Opoku Agyemang to move to the constituencies, districts and regions to sell herself and the NDC 2020 campaign message. But they should be aware of Covid- 19 and observe all the protocols. In marketing it is called face to face, one on one or personal selling.

Conclusion

Base on the discussions above, it can be concluded that the down tickets complement their up tickets in different ways despite their cons, the author is of the firm belief that they can both be marketed differently to convert customers (voters). The other suggested ways to market the down tickets should also be considered by the parties. Each of them must be marketed on their strengths.

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The writer is the Dean School of Business at the Kumasi Technical University