Marketing expert slams Yes and No advocates’ campaign tactics in same-sex marriage debate

THESE texts in your inbox aren’t just irritating you - they are causing real damage to both sides of the same-sex marriage debate.

Campaign tactics on both sides of the same-sex marriage have been slammed by a prominent marketing professor. Picture: William West/AFP Photo

A LEADING marketing expert has slammed both sides of the same-sex marriage debate for using “invasive” tactics and “acting like grubby second-hand car dealers”.

University of Sydney marketing professor Vince Mitchell told news.com.au the No campaign’s annoying robocalls and the Yes side’s much-maligned unsolicited text messages were likely to cause harm to each side.

Prof Mitchell argued the direct marketing techniques weren’t effective in any sort of campaign.

“There’s never been more ways to communicate with the voting public or with consumers,” he said.

“It’s a media-rich environment, so to use these types of techniques is totally unnecessary.”

Prof Mitchell likened the unwelcome calls and texts to unwanted direct mail and spam email, and said the telephone was the “latest bastion” to be misused.

“We should have learnt from the misuse of other media and not make the same mistake,” he said.

“I don’t think the communication ends justifies the media means, and I don’t think political campaigning should be exempt from good marketing guidelines.

“Only marketing to people who give you permission has been around for decades and this is what the public expects when dealing with political ideals. It’s not ideal to be acting like a grubby second-hand car dealership.”

Text messages sent out by the Yes campaign over the weekend really annoyed some people.

Prof Mitchell argued both sides of the campaign were shooting themselves in the feet by risking their supporters “getting their back up” over the “invasive” messages and calls, and contacting them without permission.

He also said campaigners on each side of the debate had their messaging all wrong.

“My basis point is I don’t think there’s any need for this,” he said.

“Because the opinion polls suggest the dye is cast and here are very few undecided voters. This is about not changing people’s opinions necessarily, it’s about getting the vote out.”

The Equality campaign, run by Australian Marriage Equality, argues that’s exactly what it’s message is all about.

Co-chair of the campaign Alex Greenwich told news.com.au their campaign tactics were all about reminding people about the vote.

“The campaign is using every resource available to make sure fairness and equality are achieved for all Australians,” Mr Greenwich said in a statement.

“The campaign has a responsibility to encourage every Australian to post their survey and we have done this through doorknocking, media, advertising, social media and SMS messaging.

“It’s important to reach as many Australians as possible and remind them this is a vote about fairness and ensuring every Australian is equal under the law.”

Supporters on both sides of the debate have been vocal, but a marketing expert argues the organised campaigns on each side have their messaging all wrong. Picture: Brook Mitchell/Getty Images

Campaigners on each side of the debate have received negative feedback over their direct marketing tactics.

The Yes campaign was blasted after sending thousands of text messages to what they claim were randomly generated mobile numbers, encouraging Australians to “help make history and vote YES for a fairer Australia”.

The Australian Communications and Media Authority confirmed it had received “hundreds” of complaints about the text messages, but said they were likely not in breach of the Spam Act or Do Not Call Register Act.

A No campaign text message leads to a video linking the vote to polygamy and paedophilia.

The campaign, run by Australian Marriage Equality, has also been running a phonebank, calling numbers listed on a purchased database to encourage them to vote, and vote in favour of marriage reform.

Supporters of the No campaign have been sending their own “Vote No” texts, linking marriage equality to polygamy, paedophilia, and bestiality.

There have also been complaints about robocalls supporting the No campaign, suggesting same-sex marriage could lead to threats to religious freedom and could affect sex education in schools.