Four Key lessons marketers and executives such as yourselves can learn from the political space, and specifically from political campaigns. Lessons that you can apply immediately to your businesses. Because lessons learnt from one sector are absolutely valid in another. Even when it’s from one of the most archaic and traditional sectors - politics.

1. What Marketers can Learn from
Political Campaigns.

2. Smart Data not Big Data
Be smart about the data you have at your disposal

3. Don’t just collect data,
use it.

4. Dynamic profile
Mike Fisher
32 year old male
mikefisher@email.com
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Entrepreneur, coffee lover,
rock climber
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Mike Fisher signed up for local club 28 days ago
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Mike Fisher signed up for local club 28 days ago
Mike Fisher wants to volunteer 28 days ago
Mike Fisher’s history
Not big data, but smart data

5. top
5%
of a typical database reaches 470x
the number of people as your entire
database.

6. Find your Leaders
“We build the infrastructure for a world of creators by helping
leaders develop and organise thriving communities.”

7. 92%
of consumers are more likely to act
based on a friend referral
over any traditional marketing method.

8. 4.7%
of a typical company’s customer base
drives 100% of its word of mouth.

9. Give your leaders
the tools and authority to take
ownership.

10. Build a Community
Putting people first generates value

11. Websites, branding and a presence
are no longer enough.

12. The Ingredients of a community
Authentic Relationships + Organising online and off
( )

13. ‘One size’ does not fit all
Hyper Personalisation

14. Spread ideas in a tailored, targeted
and localised way.

15. Four key lessons from
the political space:
Spend the time to understand your customer segments
and tailor your messaging and engagement to each
audience
Identify your key leaders (your 4.7%) and give them
the tools, content and platforms to talk on your behalf
Don’t just build a brand and a product/
service. Build an authentic community
Don’t just collect big data, be smart
about the data you have and use it

16. Thank You
Toni Cowan-Brown
VP of European Business Development
@ToniCowanBrown