{"id":964,"date":"2020-03-01T23:38:58","date_gmt":"2020-03-01T23:38:58","guid":{"rendered":"https:\/\/www.wahlkampfanalyse.ch\/?p=964"},"modified":"2020-03-01T23:38:58","modified_gmt":"2020-03-01T23:38:58","slug":"wie-man-sinnvollerweise-eine-kampagne-plant","status":"publish","type":"post","link":"https:\/\/louisperron.com\/de\/wie-man-sinnvollerweise-eine-kampagne-plant\/","title":{"rendered":"Wie man sinnvollerweise eine Kampagne plant"},"content":{"rendered":"<p>Wenn in der Schweiz eine Wahl- oder Abstimmungskampagne geplant wird, dann geht das h\u00e4ufig wie folgt: Man schaut, wie viel Geld man auftreiben kann oder zur Verf\u00fcgung hat. Dann entscheidet man, was man aus diesem Betrag macht, also wie viele Plakate und wie viele Inserate man sich leisten kann und wie viele Ressourcen in Social Media investiert werden. Dann wird das Material produziert und wie ein Feuerwerk am ersten August gez\u00fcndet. Gebannt beobachtet man am Wahl- oder Abstimmungstag, wie viele Stimmen das Feuerwerk gebracht hat.<\/p>\n<p>Meiner Meinung nach sollte die Planung genau umgekehrt verlaufen. Zuerst muss man sich \u00fcberlegen, was das Ziel ist und wie viele Stimmen man braucht, um dieses Ziel zu erreichen. Es braucht eine konkrete Zahl (basierend auf Sch\u00e4tzungen und fr\u00fcheren Wahlresultaten) und gem\u00e4ss meiner Erfahrung weiss die H\u00e4lfte der Kandidaten und Komitees nicht, wie viele Stimmen sie brauchen, um ihr Ziel zu erreichen. In einem zweiten Schritt muss man sich dann \u00fcberlegen, welche Koalition von Zielgruppen man erreichen muss, um die n\u00f6tigen Stimmen zu erzielen. Je konkreter die Zielgruppen, desto besser. Wenn man nicht eine Datenbank mit individuellen Namen und Adressen hat, dann wenigstens klar definierte sozio-demographische Zielgruppen. Die meisten Kampagnenpl\u00e4ne bleiben hier viel zu vage und unkonkret.<\/p>\n<p>Schliesslich \u00fcberlegt man, welcher Instrumente-Mix und welche Serie von Massnahmen es braucht, um diese Zielgruppen realistischerweise zu \u00fcberzeugen beziehungsweise zu mobilisieren. Wie viele Plakate und wo? Wie viele Inserate und in welchen Publikationen? In den USA habe ich gelernt, dass der durchschnittliche W\u00e4hler eine Werbung sechs Mal gesehen haben muss, bevor es einen Effekt ausl\u00f6st. Gem\u00e4ss dieser Faustregel plant man den Instrumente-Mix und erstellt schliesslich das n\u00f6tige Budget dazu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wenn in der Schweiz eine Wahl- oder Abstimmungskampagne geplant wird, dann geht das h\u00e4ufig wie folgt: Man schaut, wie viel Geld man auftreiben kann oder zur Verf\u00fcgung hat. Dann entscheidet man, was man aus diesem Betrag macht, also wie viele Plakate und wie viele Inserate man sich leisten kann und wie viele Ressourcen in Social [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[203],"tags":[],"class_list":["post-964","post","type-post","status-publish","format-standard","hentry","category-german-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wie man sinnvollerweise eine Kampagne plant - Dr. Louis Perron<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/louisperron.com\/de\/wie-man-sinnvollerweise-eine-kampagne-plant\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Wie man sinnvollerweise eine Kampagne plant - Dr. Louis Perron\" \/>\n<meta property=\"og:description\" content=\"Wenn in der Schweiz eine Wahl- oder Abstimmungskampagne geplant wird, dann geht das h\u00e4ufig wie folgt: Man schaut, wie viel Geld man auftreiben kann oder zur Verf\u00fcgung hat. 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