Firms supplying campaign materials eye big business ahead of referendum
by Daily Sabah with AA
ISTANBULMar 23, 2017 - 12:00 am GMT+3
by Daily Sabah with AA
Mar 23, 2017 12:00 am
With the whole of Turkey gripped by referendum fever, there is plenty of campaigning going on in the streets, on social media, and in every other possible medium. As more than 55 million voters prepare to go to the polls on April 16 to vote either "yes" or "no," some sectors in the local economy have also experienced some mobility, thanks to the referendum.
The campaigning is likely to stir up this year's turnover in a number of sectors, from advertising to promotions, from printing presses to flag producers, from research companies to bus companies.
It was also noted that social media, an increasingly influential marketing tool, has also received a significant share from campaign funds.
Mobility in many sectorsBendevi Palandöken, general director of the Confederation of Turkish Tradesmen and Craftsmen (TESK), said different sectors experienced increased activity during special occasions, elections and party activities while many tradesmen, from bagel sellers to bus drivers, experience better business at the squares.
Palandöken said such activities were being held in a number of provinces, in the course of the referendum, noting that hats, scarves, pins, flags, food and beverage products take advantage of this situation, just like umbrella sales increase when it rains. He said the tradesmen were pleased with their sales during the elections.
Demands intensifyErcan Güler, chairman of the Promotional Products Manufacturers and Dealers Association (Promotürk), said, "Contributions of all kinds from campaigns, which include advertisement, to the sector is inevitable. He pointed out that the rally programs and related field activities by different political parties have been a source of hope for many of the firms."
Güler also reported that the sector expects an additional income of TL 250 million ($69 million) due to the referendum.
"Yes" and "no" on social mediaSaid Ercan, president of the International Social Media Association (USMED), said that elections can cause a serious mobility in the social media sector in Turkey as well as around the whole world. "Regarding the next referendum, there are two sides in Turkey. There are parties, institutions and NGOs that support these sides. Both are working really hard to show their support on social media."
Pointing out that politicians and well-known names actively use their official social media accounts, Ercan said, content on social media now, more than ever, was growing because of the elections. There was also increased activity on social media, with a lot of visual and textual content. Noting that people have even been adding "yes" or "no" to their profile pictures, as a referendum campaigning took over social media, Ercan suggested that it was possible not to see any flags in the field in the next elections.
According to Ercan, all campaigns will soon be structured with social media in mind. Like streets and walls were used to carry flags and slogans, in the past, now people's social media walls are preferred platforms of advertisment.
"In Turkey, we have a young population. More than 2 million candidates attended the recent university entrance exam. And most of them are on social media. For this reason, a campaign that ignores social media cannot be successful," Ercan said, recalling that in previous elections, campaign vehicles were known to have caused serious traffic and noise pollution, but at this point, you can come up with home delivery ads on social media.
He also pointed out that Turkish politicians were mostly making statements via their official Twitter accounts, largely due to the fact that Twitter, as a platform, commands more influence on Turkish public opinion, through hashtags. Facebook, on the other hand, was preferred for long-term propaganda and organizing programs.
Claiming that citizens used Facebook in local politics, but preferred Twitter when it comes to general politics, Ercan said social media goes far beyond being a simple platform.
"You have to look at it professionally. Social media professionals benefit from its power. You can show the advertisements you want, to the target group you want, and tell your story," said Ercan, stressing that a well-planned approach rather than a random campaign will be more successful in the new age of social media.