Multicultural Marketing Conference Marketing Magazine
Winning the Ethnic Vote
Warren Kinsella March 23, 2011
Outline • • • • •
“Psychographics” Jason Kenney Narrowcasting The Government Advantage The Harper Factor
Psychographics • It isn’t the name of a band • Psychographic variables are any attributes relating to: – A person’s personality and attitudes – Their values and interests – Their lifestyle
• They’re also called IAO variables (for Interests, Activities, and Opinions) and you have been using them to market for a long time • Recently, Canadian political parties have started using them, too …to identify and message to supporters …to micro-target, and to mobilize voters
Using Psychographics in politics • Why do political parties covet psychographic data so much? • Because psychographics go beyond standard data • Because they group people by lifestyle variables • Because consumerism and product choices are relevant to political choices, too • Because this data helps us decide political creative and media buy • Because politicos are data junkies
Psychographics and Canada’s Conservative Party • They’ve been using psychographics for 5+ years because they can afford to • They use data for targeted appeals, donations and GOTV • The CPC database is called Constituent Information Management System (CIMS) • They rely on door-to-door, phone calls and direct mailing - as opposed to only focus groups and polling • It’s “target-friendly” • The CPC believes it’s less manipulative or invasive
Interpreting data the right ways • The CPC constantly enters data into CIMS – – – –
Direct mail and correspondences for opinion research By “mining” opinions in local newspapers With daily obituary scans for deceased voters CIMS often more accurate than Elections Canada Official Voters List
• Increases CPC’s ability to distribute resources more effectively during campaigns… • …and it helps them to determine levels of support, and to know where potential supporters can be found
Jason Kenney: Ethnic Outreach • “Curry in a hurry” • He does extensive outreach to ethnic communities as Minister of Immigration • Announced increase of family reunification in 2011; 2010 immigration levels highest since 1950s • Kenney focuses on ethnic groups with high potential for CPC support • Ethnic groups targeted (and methods of targeting) based on psychographic data analysis
Jason Kenney: Leaked Documents! • Oops! Ethnic voting strategy and request for financing leaked to NDP by mistake • Staffer accidentally provided copies to NDP MP Linda Duncan • Showed CPC was targeting ridings with “very ethnic” populations • And doing extensive polling to identify how to target groups using specialized media
Kenney’s Plan • What was Kenney up to? • He’s narrowcasting – promoting political messages to a narrow audience • He’s deploying ads in ethnic media markets – online, print, radio, and TV • He regularly identifies target ethnic groups, preferred sources of media, and high-visibility events • His message is tailored to create largest possible emotional response, and to foster firmer connection with Conservative Party
How he does it • High profile visits to countries of origin • Attendance at cultural and community events • Actions of party in government (more significant, receive more attention) • Statements in support of ethnic communities carry weight - power of the office
Examples of Kenney Victories • He shamelessly uses government policies and legislation to appeal to: – Jewish community with foreign policy – Filipino community with immigration reform and social policy – Polish, Croatian communities with relaxed visa restrictions – Korean community with Free Trade talks – Chinese community with head tax apology
Kenney backed by PM • Reform Party stereotyped by some social conservatism, nativism • Harper was able to muzzle far right elements with leadership victories and leadership style • Ability to increase “inclusive” nature of party while maintaining tight control of right wing • Attracts immigrants with social or fiscal conservative views without alienating the CPC core with polarizing stances
THANK YOU Questions? warren@daisygroup.ca 416.642.3100