Acting General Secretary of the New Patriotic Party (NPP), John Boadu, has attributed the party’s landslide victory in the December 7 presidential and parliamentary elections to a retail campaign concept the adopted during the electioneering campaign.
The retail campaign concept which is a marketing tool, he noted, saw members of the elephant family engage individual voters on a house-to-house exercise while also focusing on local events.
The exercise, he adds, was more effective in convincing people to vote massive for the President-elect, Nana Addo Dankwa Akufo-Addo and the party’s parliamentary candidates.
“We reduced our campaign right from the national, regional, district, constituency to polling stations where we did more house-to-house engagement in what we call retail campaign. But occasionally, we did the outdoor event and that is why on such occasions, you saw so many people coming out to join us in their numbers. This is a marketing concept we adopted to help us win the elections”, he noted.
Boadu made this revelation when interacting with Fiifi Banso on Anopa Kasapa on Kasapa 102.5 FM, Monday.
His comment was in connection to how he felt when victory came the way of the Danquah-Busia-Dombo tradition.
Retail campaign (in politics) is an old fashioned concept of political campaigning in which a candidate or political party focuses on local events and meeting individual voters. Here, candidates have the opportunity to shake hands and interact with voters on one-on-one basis.
