A poll has demonstrated a potential audience for direct marketing firms to target – political parties.

According to a survey by John Cruddas, a candidate for the deputy leadership of the Labour party, almost two-thirds of people have not seen a sustained marketing campaign from the government.

Some 62 per cent of the people asked said they had not been contacted by Labour since the last election.

The situation appears even more pronounced in Scotland and Wales, where only one and two per cent of people have been contacted.

Mr Cruddas has suggested that these lax marketing practices are having a damaging effect on Labour’s popularity – last month he claimed that the party’s membership had diminished by 160,000 since 2000.

“This poll is a wake-up call, but the debates we will have this year give us a perfect opportunity to turn things around,” Mr Cruddas said. “We’re at our best when we have activists on the streets knocking on doors, speaking to people in our communities.”

There is a degree of regional variation in the party’s marketing techniques, according to the study, with 37 per cent of voters in the north having received a leaflet from the party since the last election, compared to 21 per cent in the south.

Direct marketing can give great results for commercial firms and political parties are likely to be keen to see a similar effect.ADNFCR-8000151-ID-18035382-ADNFCR

Related Topics: General Marketing