The Political Marketing Strategy of the Future Forward Party in 24 March 2019 Election Campaign

Abstract

Research “The Political Marketing Strategy of the Future Forward Party in 24 March 2019 Election Campaign” has three objectives: 1.To study the method of analyzing the prospects in the March 24, 2019 election campaign of the Future Forward Party. 2.To study the political marketing strategy in the elections on March 24, 2019 of the Future Forward Party. 3. To study the election campaign on March 24, 2019 of the Future Forward Party. This research is a qualitative research. Data were collected from 2sources, i.e. in-depth interviews with 3 informants and the analysis of Future Forward Party Facebook. The results of the research revealed that the analysis of the target audience consisted of two studies: 1. Contextual Study; The political situation at that time was divided into two sides and severe corruption led to rallies and injuries to the demonstrators. The National Council for Peace and Order (NCPO) then launched a coup to control the situation and rule the country. And the Organic Act stipulates that the number of members of the House of Representatives on a constituency basis is 350, a party-list form is 150, using a single ballot. Political parties have a campaign budget of 35 million baht per party, and representatives of 1.5 million baht per person. Do not buy media. Do not hold media shares. Don't accept donations of property or any other unlawful benefit. Competitors have a performance advantage because they are de facto as with the NCPO, so the Future Forward Party fights with its policy. fight with communication and potential for analyzing Big Data. On political trends, people are tired of the long-standing problems of the country and want change. in terms of economic conditions rich until scattered Only 1% of people benefited, and the second aspect was the target group study by the party, studying the needs of the target group through surveys and focus groups, analyzing Big Data Analysis, doing social listening, and studying the target group to know lifestyle and trends. society to create a modern communication strategy that matches the ethics of the target group The party divides the target audience by using geographical criteria together with demographic characteristics (DEMO-GEO), dividing the target group into age groups (Generation), occupation, income, gender, race, education, status, geography by considering the target group in behavior and psychology and choosing NEW VOTER. Most of them are GEN Y and GEN Z with political bored attitudes. idealistic, impatient, easily persuaded There are more than 7.2 million people and choose the target group who did not come out to vote in the last election because they are not loyal to any party and choose GEN C who is open to online media a lot. High word-of-mouth behavior, high INFLUENCER, and selected labor groups that did not meet the needs of previous governments. including LGBT and vulnerable groups that need space and social opportunities. political marketing strategy Future Forward Party employs a professional team. Determine the main idea, a new future, 2x Thai, bring the party's political products to create a message in accordance with the needs of the target group as a policy. Push to the target audience through keynote speeches, field visits, handouts of brochures, parades, and use of online pull marketing, Facebook, YouTube, Twitter, Instagram. Do social listening on a regular basis to use information to adjust strategies to create Popularity and party trends and retaliation On the campaign side with the target audience The Future Forward Party uses campaigns to create issues, influence, raise awareness, understanding, beliefs, feelings and behaviors. Emotional stimulation is an important strategy for the behavior that is intended. The communication of the Future Forward Party in the March 24, 2019 election is ideological, systematic communication. Describe the problem, explain the cause, tell the solution to build faith and persuade them to join together to change to a desirable society Although there is no formula for political marketing success in choosing since the key factor that can create success is having a distinctive selling point. Have leadership in creating change with significant issues with the target audience under the context of the situation at that time Have the ability to use technology to create opportunities to stay in the spotlight at all times, know Pain Point and understand the lifestyle of the target audience. Has the ability to analyze and follow social trends regularly until it can enter the minds of the masses.