Some considerations that should be taken into account by those who wish to present their candidacy in an electoral contest.
The probabilities of success of any electoral campaign improve to the extent that the product offered is consistent with the needs of the target market. It sounds obvious but unfortunately in most cases the selection of the candidate is based on minority interests without taking into account the expectations of the elector.
The best way to achieve greater participation in the electoral market is to orient the political offer and the candidate's profile based on the expectations and desires of the different segments, considering that the electoral product is made up of both elements. So, while it is true that the campaign revolves around the candidate, it is essential that there is also coherence between the image he projects and the political message to give the product credibility. Any element that creates incongruity between "what is said and done, and who says it and does it" should be discarded.
Another aspect that does not go unnoticed for the voter is the origin of the candidacy. The candidate may come from a political party or an independent group. Both options act as an umbrella brand whose image will either favor or harm the candidacy. The same applies to those who are running for a parliamentary seat with respect to the presidential candidate on their list.
The image that the voter perceives is difficult to change. This persists because after having an idea of the candidate or the organization, the voter will distort any act that comes from them selectively according to the previously created image.
Similar implications have the creation of stereotypes about candidates who come from "traditional" political groups.
Depending on the segment to which the product is directed, the relative importance of certain characteristics of the candidate's profile will increase or decrease. Charisma, oratorical ability, body communication, intelligence, physical appearance, clothing, etc., generate different perceptions in different market segments. The same product cannot be offered to different segments, it must be adapted to different audiences, in any case the adaptation of the product must be aimed at creating the same perception in different audiences.
Although it is necessary to mimic the product to achieve acceptance in the different segments, it is vitally important not to lose sight of the “candidate concept”. This is a unique proposition that encapsulates the reasons why voters should prefer the candidate over other contenders and should be used to develop the candidate's image plan, becoming the point of orientation throughout the campaign.
Semiotics can play an important role in the success of the campaign. This analyzes the relationship between signs and symbols and the role that these play in assigning meanings. From this perspective, every message has three basic components: the object (product), the sign that is the desired sensory image of the product, and finally, the interpretation. Signs can be related to the object, in our case the candidate and her political offer, in three ways: they can resemble the object as in the case of icons; they may be associated with it because they share some common quality or; they can be tied to it as symbols.
Armies, religions and other organizations use signs and symbols to express their identity and create a sense of belonging and common purpose among their members, gaining the loyalty of their followers. The political group that understands the scope of semiotics and the symbolic universe of the voters will be able to communicate through signs and symbols, the attributes of its product more efficiently than its contenders.
