Entering the era of the EDA: part 2 - marketing
There were over 300 people at the Green Party of Canada’s leaders’ debate in Calgary, which was televised on CPAC for one simple reason. Mark MacGillivray and the Calgary team leafleted outside An Inconvenient Truth for several weeks in advance.
Mark tells a much better story, but the gist is that the Green team got permission to put a table in the lobby and leaflet people as they were leaving the theatre. When people came out of the movie they were very receptive to do something about the challenge they had just been exposed to.
The Calgary Green team strategy was brilliant symbiotic marketing. In the coming weeks and months, we need to take this approach across Canada to build a party of 20,000 members before the next election. With strategic, symbiotic marketing we can double party membership at the grassroots level and attract the necessary number of volunteers to win seats in the next election.
When David Suzuki comes to town we need to be leafleting outside the event – with a pamphlet quoting David calling the Green Party his “eco-heroes” and the only political party that understands that you can’t have infinite growth on a finite planet. Someone has spent a lot of money to bring him in (David typically charges $10,000), sell tickets, and market the event widely: all for our benefit of leafleting the voters in our target market.
EDA executives and party organizers should be on the lookout for these kinds of events and create a roster of volunteers to target upcoming ones. At the event, it is important to be explicit with people and say things like: “worried about what you have just seen? Join the Green Party and make a difference!”
To take things to the next level, organizers and candidates should consider requesting a speaking opportunity at the event. I spoke at the Calgary screening of An Inconvenient Truth. I stood up at the end of the film and spoke for a three minutes – telling people that if they were worried and wanted to do something about climate change, the only party that would represent their concerns was the Green Party and that we were there to recruit members.
David Orchard built a list of 10,000 people willing to support his candidacy. How? Simple: At every single public event, people had to sign in. Everyone coming into the event was asked to fill out a line giving their name, address, phone, email and tick off columns such as: Want to become a member? Want to volunteer? Want to donate?
I have included a sample sign-in sheet at the bottom of this article. Here are some instructions on what to do with it:
• Print it on 8½ x 14 paper to give people more room to write.
• Fill in the first line with your name and check everything off so others do the same.
• Make everyone sign-in. Even existing members should be prompted to keep track of new info.
• Bring multiple pens. Have two people at the sign in table.
• Have membership brochures available to sign people up on the spot.
• Have business cards to give out your contact information.
Then after the event it’s critical to follow up with everyone. Call them on the phone and ask them to join. Find out what they’re interested in. Ask them what they would like to do. It’s important to have a fun social aspect too when you’re building an EDA.
But if you don’t have the time, or are nervous about asking people to join or donate, you can fax or email the list to Keys Direct - the professional marketing firm working with the Green Party of Canada (see contacts below). Keys Direct can follow up with the dozens, or even hundreds of individuals in a very short period of time and will conduct sample marketing for your EDA on a trial basis.
This is important – because it’s critical to follow up with everyone by phone within a week – preferably within a few days. This simple exercise in symbiotic marketing will guarantee new members for your EDA and build the party to 20,000 members within 12 months.
Keys Direct Marketing contact info: Alison Keys, alison@keysdirect.com or tel: (613) 841-9850 x 3030; fax: (613) 613-841-9851.
Jim Harris is credited as being the driving force behind the Green Party to becoming a mainstream force in Canadian politics. Under his leadership, the party won more votes in the 2004 election than in the party’s 21-year history combined. When Jim stepped down as leader in 2006, 35 percent of all Canadians were considering voting Green.
| Attachment | Size |
|---|---|
| Sign in 8 x 14 (pdf) | 57.58 KB |
Comments
Post new comment