This will be a record-setting campaign season. More candidates, more marketing channels and more money being thrown around this way or that.
We recently wrote about the impact this supercharged election cycle will have on non-political brands – the businesses and organizations simply seeking to keep their message above the noise. Now we’re turning our attention to the politicians themselves, detailing how campaigns are engaging voters. At the same time, and given some of our recent client work, we thought it made sense to include causes with campaigns. After all, non-profits and politicians are alike in many ways: they need money, they don’t always have a lot of it, and they’re seeking to reciprocate their audiences with a very specific emotional connection.
Based on the evolution of marketing technology and a more crowded marketplace than ever, here are some tactics that campaigns and causes should be deploying – emerging best practices that we’re built to help you with.
- Simplify your message: It sounds like common sense advice, right? But long-winded appeals and jargon still rule the airwaves and ‘Net. Think about this: during the frenzied final 20 days of the current election cycle, campaign ads are expected to consume 75 percent of local TV news and primetime commercial breaks, according to InterMedia advertising data. Even if you are a candidate, depending on your budget, your opportunity to inspire your audience will be limited on TV. Similarly, Banner, PPC and social ads come with size and character constraints that demand eloquent brevity.
- Target the individual: Here is the old way of doing things: seeking out groups of people who match your target demographics, often leveraging third-party data segments. While long effective, the bar has now been reset. The new standard is to identify individual demographics and behavior your target audiences possess, segmenting these must-have criteria, and seeking out similar profiles on an individual basis. This much more granular approach requires careful analysis and sophisticated software, but yields much higher conversions. So in the end, your investment pays for itself – and then some. This approach works for email, digital, mobile, direct mail – and even Advanced TV, a term that describes today’s enhanced digital TV features. With these features comes the ability to target individual households through cable and dish providers.
- Optimize campaigns by platform and device: What works for desktop may not work for mobile. What works for Facebook may not work for Twitter. But that’s not all: what works for Facebook desktop may not work for Facebook mobile. All ads need to be optimized by device and ad platform. It’s not just a matter of optimization, it’s a matter maintaining audience credibility.
By working with a media agency that’s partnered with top consumer and B2B brands, as well as campaigns and causes, you get more than the knowledge and experience to engage the right people with the right message. You also get the cutting-edge technology to make it happen; Lewis Media Partners invests in the top-flight platforms and tools necessary to finely target audiences, generate relevant metrics, and optimize campaigns for maximum effectiveness for your budget.