Food and the 'Electronically Wired'
I received the Conservative Party magazine, 'Heartland', the day IDS fell.It contains a slightly unfortunate article about The Great Man, in which it says 'he answered his media critics'. Perhaps he should have concentrated on answering his parliamentary critics...
But what most worries me is the state of the party's youth support. An article, 'Engaging the 20 and 30 somethings' is an absolute classic on how to get that age group (my age group!) involved in politics.
There are 5 key factors.
One, friendship -- it appears we 'have a high commitment to friendship'. So 'networkers' in the party are told to go and make friends with young people. Young people, beware!
Two, Fun. We are 'disillusioned with politics' and so the association has to 'not present itself as a caricature of a typical local political group'. 'Single issues' has more 'appeal' than politics. Associations have to 'ask a handful of creative people in your association' to generate some 'out of the box ideas' for 'approaches and events that young people will really enjoy'. Cool!
Three, Focus. Young people 'are sometimes accused by their elders of having a short attention span. Whether that's true or not, the kind of events they like are fast-moving, with a strong sense of focus. If you expose them to a traditional local association meeting, you'll never see them again'.
Four, Food. The young it appears 'work longer hours than previous generations' and 'their spare time is spent hanging out with friends or going to the gym'. But, prepare yourselves, 'they still need to eat'. So,'find someone on the association with a flair for hospitality, and set them loose'.
Five, Follow through. 'The twenties and thirties generation' (I'm not making this up, really) 'are electronically wired'. So 'it's critical to maximise the use of electronic communications'. You need to 'seek out an association member who is computer literate'.
How successful is this strategy being in attractive 'youth' members? Let's assume that advertisers aren't stupid, and know their target audiences. Here's the adverts in order (with none missed out) in this month's Heartland:
Accountants
Retirement investment advice
Vitamins 'for a healthy lifespan'
Wine
Savile Row shirts
Medical insurance for the over 50s
Retirement homes on the South coast
Leg 'relaxa-stool' supporter
Margaret Thatcher books
'Back-care' chairs
'Easy-bather' bath aid
Typewriter
Pensioners hearing aid
Branded 'comfort stretch' trousers
Reproduction antique gramophone
posted by Matthew @ 11/03/2003 01:05:00 PM
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