How to Campaign Like a Marketer (Because Politics Isn’t Working)

With Nova Scotia's election season rolling in, there’s a lot to unpack—promises, missed promises, and let’s face it, probably more promises to come. But here’s the thing: beyond the typical campaign slogans and policy chatter, there’s a glaring missed opportunity, one that, as a marketing agency, we just can’t ignore. It’s the power of storytelling. Real, relatable, no-spin-needed storytelling. Because at the end of the day, it’s marketing principles—not promises—that truly resonate with people.

Here’s our take on how political campaigns could use a little marketing makeover.

1. Build a Brand, Not a Billboard

Politicians often use ads to shout their promises from every screen and street corner. But brand-building? That takes more than slogans. For a real connection, a campaign needs to tell a story about who they are, not just what they plan to do (and ideally without needing a disclaimer afterward). It’s the difference between a campaign you vaguely remember and one you can’t forget. Take a page out of Apple’s playbook—people don’t just buy products; they buy into a brand’s identity.

2. The Customer’s Always Right—Even When They’re a Voter

In the marketing world, listening is key. Brands succeed because they understand their audience deeply. But when was the last time a political campaign asked, “What do you need?” instead of “Here’s what I’m selling”? Imagine if a candidate started by addressing voters’ real concerns, rather than pushing pre-set talking points. Because, here’s the truth: people are smart. They can spot a canned line from a mile away.

3. Show, Don’t Tell

It’s easy to say, “We’ll fix healthcare” or “We’ll solve housing.” But specifics matter. Marketers know that showcasing real results—case studies, testimonials, action—beats vague promises every time. How many campaigns would benefit from actually showing the “how” instead of just talking up the “what”? A candidate with a concrete plan for change could outshine the competition by simply being transparent about the process. (Revolutionary idea, right?)

4. Relatability Over Rhetoric

Imagine if a politician’s campaign sounded like a friendly chat instead of a formal press release. Brands build loyalty through genuine, relatable voices. That’s why the best campaigns feel conversational, like you’re hearing from someone who “gets it.” Politicians could take a hint from our playbook: cut the jargon, dial down the grandstanding, and just be human. Because, after all, people vote for people.

5. Consistency is Everything

Nothing turns voters off like a quick pivot or “refreshed” stance. Consistency builds trust, which is why smart brands stay true to their message over time. If you’re going to campaign on an idea, commit to it. Maybe the next candidate will adopt a strategy of “what you see is what you get” instead of “depends on the polls.” It works for brands, and it’d probably work wonders for a campaign, too.

If politicians want to truly engage voters, they need to trade in overused promises for authentic stories and marketing principles that resonate. Because right now, it feels like no one’s quite cracked the code.