The feisty Ms Le Pen, who has rid the party of its jack-booted image, is unlikely to repeat that feat.

ECONOMIST: The French election

By offering free wi-fi, or a better breakfast, or other enhanced services, they market themselves to repeat customers more effectively than if they spent all the money on more billboards and image-building ads.

FORBES: 3 Ways To Get Back On Track If Your Marketing Isn't Working