It's the story of the year, I can't ignore it because it is classic marketing and the biggest purchasing decision any of us will make this year. What is the marketing campaign strategy behind the coming Federal Election?
No I'm not being cute when I call it marketing. There is a product, up against an alternative purchase; the items have been carefully crafted by hundreds of experts, every feature and offer is extensively researched. Then there are huge investments made into the promotion of the products, their presentation and distribution. And in every corner are planning teams of the very best ad-folk in the country.
You are being sold a political party through marketing just as thorough and scientific as sells your breakfast cereals or a new motor car. More so, in fact. Every few days a new factor is examined, a new poll unveiled.
So what has been happening over the past six years, why is there so much opinion and agitation about a topic that is not usually at the top of Australians' conversation list?
It was the fault of the Kevin '07 campaign. This was a very well produced and executed blitzkrieg that propelled Kevin Rudd's smiling image into every home in the country. You weren't voting for a party, you were voting for a man. And by the time polling day had arrived, his statements had become writ.
Only they weren't. The GFC clobbered the economy, threatening recession and collapse. Panicky measures were set in train and the Murphy principle came into its own. Things went wrong, rosy promises had to be scrapped. It looked like Kevin '07 was a dud and the electorate was disappointed.
Ruling factions in the ALP panicked at the falling opinions. Rudd was an undiplomatic diplomat toward his fellow members and they had no patience to re-educate him, so he was tumbled. Julia Gillard won the party room - but not the electorate.
They had bought Kevin '07. They were robbed and were angry. Fanned on by a loudly hissing and booing Opposition, they demanded that they be given back the product they had bought.
We only have to cast our minds back a couple of weeks to recollect the anger in the high street, office, workshop. I believe Gillard is one of the most intelligent women in the country, but this had nothing to do with smarts, it was pure emotion - 'We wuz robbed!'
In the end even the hard men of Labor could not withstand the battering. They crumbled and fled the party. Caucus restored Rudd - and listen, can you believe the calm? It won't last long of course, but the silence is deafening.
I've been out talking to people in the high street over the past weekend and suddenly they're not mad any more. It's almost as if the first half of this year is already being forgotten.
Now we have a level playing field again, the two main parties battling the major issues with loud noises from the cross benches. Once more the parties are up on the market shelf, offering their alternatives to the customers. This time, the selling is not going to be as emotional or irrational, and perhaps people will talk to each other and listen in turn.
Then we can make a sound marketing decision, having been sensibly thought through. Which product are you going to pick off the shelf, and will you be happy with your choice? Remember that if you get it wrong, you can't take it back for three years.
ray@ebeatty.com
