Mauricio Macri´s electoral strategy

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Presentación en inglés sobre la estrategia electoral de la campaña de Mauricio Macri 2011.

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  • Mauricio Macri´s electoral strategy

    1. 1. The political communication in the entertainment era October 2011 Mauricio Macri`s Electoral strategy
    2. 2. People see what they want to see and hear what they want to hear The Daisy Ad. Tony Schwartz In election campaigns people already have the information
    3. 3. People see what they want to see and hear what they want to hear PRODUCE A RESULT Activate, Stimulate, Transmit.
    4. 4. Surveys as a strategy weapon Look for the connection with the electorate Listen
    5. 5. The image Glorious feelings for our personal and sensorial history The image transmits emotions
    6. 6. The image The image transmits information which produces results at a conscious and an unconscious level Our brain cannot make a sensible process of the political information
    7. 7. Old politics vs New politics Words which convey ideas Images which transmit emotions
    8. 8. The image is very difficult to distort but we see what we want to see…
    9. 9. The three steps of communication in election campaigns The meaning (interpretation) From one to the other
    10. 10. The three steps of communication in election campaigns The remembrance We do not forget emotions
    11. 11. The three steps of communication in election campaigns Personal contact The struggle for minds and hearts
    12. 12. The key to a successful campaign Stop explaining “ how” we do things to say “ why” we do things Communication is the main aim. Saying why we do the things we do
    13. 13. The key to a successful campaign Go beyond technical language and public office The greatest challenge is to be simple
    14. 14. The key to a successful campaign Stop fighting
    15. 15. The key to a successful campaign Stop fighting The best vengeance is winning
    16. 16. The key to a successful campaign VISIBILITY - FEASIBILITY Listening Formulating the strategy Defining the message What people think and feel
    17. 17. The key to a successful campaign CONTROL OF THE AGENDA PEOPLE’S PROBLEMS!!!
    18. 18. The key to a successful campaign DISCIPLINE IN THE MESSAGE A clear strategy and an unambiguous message
    19. 19. The key to a successful campaign HAVE A MESSAGE A universal and fundamental message “ Things happen when you start believing” “ If you believe in God, I will take you to the Promised Land”    Moses “ The future of an illusion” . Sigmund Freud   ( The Myth of the Passage )
    20. 20. The key to a successful campaign About what keeps peple awake What to talk about? About whats makes people happy
    21. 21. The key to a successful campaign <ul><li>Knowing what people want </li></ul><ul><li>Having a strategy </li></ul><ul><li>Developing Plan </li></ul><ul><li>Researching </li></ul>
    22. 22. The key to a successful campaign <ul><li>Being proactive </li></ul><ul><li>Turning ideas into news </li></ul><ul><li>Telling a good story </li></ul><ul><li>Being simple when conveying the message </li></ul><ul><li>Not talking about politics </li></ul><ul><li>(or politicians) </li></ul>
    23. 23. The most important thing is: Talking about the problems and dreams people have
    24. 24. Thank you for your attention! www.entornoestrategia.com.ar @guiyoteb www.guillermobertoldi.com GuillermoBertoldi

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