A basic freedom too many don’t exercise is voting. There are any number of reasons why, but we won’t get into that today. Instead, the focus will be on how to connect with potential voters and inspire them to cast their ballot on election day.
The race to election day is real, it’s unrelenting and can be equal measures rewarding and crushing. It’s a marathon and data has the ability to improve performance. Think of data as a personal trainer. Listen to it and you’ll see results.
As with anything the first thing you need to ask yourself is what you want to achieve. From there strategies that algin with them will be defined. When defining objectives its worth considering initiatives, goals and KPI’s.
With objectives as your beacon, chart your course and this starts with knowing more about where your audience is most active. Knowing this will inform the political advertising strategies you plan to implement.
Aside from defining objectives, other foundations to consider include:
Now it's time to start thinking about how to put those plans into action. You'll need tactics and tools to help your political marketing campaign get you in front of the right voters and relate to their specific needs. Below are a few proven tactics.
If there’s a mantra to be embraced when formulating the messaging of your campaign, it’s know your target audience. This is stressed so often because without that insight, everything done is a waste of time and money. Through micro-targeting you can get real insights into the actions/attributes of people who have a proclivity to being interested in what your candidate has to offer.
Over-the-top (OTT) is not an area of marketing to be underestimated in a political campaign’s marketing strategy. Not only does it have the capability to hyper-target the exact audience you need to reach, but it is also one of the most popular forms of consuming content today (and still growing!).
What metrics you will measure will depend on the objectives of your campaign. For instance, if you want to increase awareness, you may track social media engagement or use tools like surveys. Email open and click-through rates are another excellent way to track how well you're reaching voters on that digital platform.
About the Author
@Janine Pollack, MNI Integrated Marketing Director and self-appointed Storyteller in Chief, leads the brand's commitment to generating content that informs and inspires. Prior to MNI, Janine worked with Fortune 500 companies and world-renowned education institutions on numerous research and white papers, podcasts, and thought-leadership and education campaigns.