Political Campaign Marketing Strategists in charge of political campaign marketing is starting to sweat, election day in several states is near. In most political races there are those who will always vote left, those who will always vote right, and those who are undecided. Fence-sitters. They haven’t a clue, right up until Election Day.
Political Campaign Marketing: How do you influence those people? Studies show that a well-worded, targeted series of emails will indeed sway these people to go in one direction or another. But the campaign must be carefully crafted and aimed at the right people, at the right time.
Our updated lists include: Abandoned Republicans | Disenfranchised Democrats | Eager Independents | Don’t Tread on Tea Republicans
These are precisely the people who, with the proper message, will become energized and go to the polls.
Political Campaign Marketing Channels
Political Campaign Marketing today generally employs the same strategies to appeal to the largest possible audience. Here are a few of the most popular techniques for political marketing;
- Social Media
In the world of political advertising, social media has emerged as a dominant force, and this power is only increasing. Because of this development, campaigns can communicate with their supporters and prospective voters directly rather than having to go through the media. Additionally, social media enables politicians to communicate in real time, responding to or proactively addressing the pressing issues of the day.
Since TV became a significant medium for news and entertainment consumption, videos have been used in political advertisements. They continue to be well-liked in TV shorts, and campaigns frequently use videos on different digital ad networks. Considering that TV commercials are still the most widely used form of political advertising, making an investment in these online commercials can be crucial. Additionally, you can reuse the ads on various digital platforms, giving you more leverage over your advertising budget.
- Programmatic
Programmatic advertising describes the automated purchasing and selling of online advertisements. It produces a highly targeted ad campaign that ensures your advertisements reach the ideal target audience at the ideal time, making it a very effective form of political advertising. You can reach a wider audience with less work because it runs through several ad exchanges. This makes it a potent medium for political advertisements. Due to this, it has grown to be one of the most effective ways to connect with potential supporters and donors.
- Political Campaign Marketing with Content
While it’s possible that you don’t immediately think of this channel when you think of political advertising, it’s becoming more and more popular. Political campaigns can use content Political Campaign Marketing to provide their audiences with informational resources they can access at their convenience. If your content marketing strategy is effective, your potential voters will start to trust you more because of the factual and timely nature of these communications. In order to get people to vote or donate, that is crucial. Furthermore, content marketing is not limited to blog posts; it can also use videos, interactive tests, and other forms of media.
- Podcasts
Politicians can use podcasts to connect with their audience, reach the right voters, and present a compelling case for their campaign. Podcasts have experienced a meteoric rise in popularity in recent years. Additionally, podcast advertisements are very successful; in fact, they outperform display advertisements by a factor of 4.4. And given that 75% of American adults listen to podcasts, these advertisements may have a significant impact. While some campaigns still use radio ads, which were once widely used in advertising, podcast ads can be a very powerful digital substitute. The fact that there are so many different podcast topics allows you to effectively target smaller groups that fall within the target demographic. This is particularly true if you’re trying to reach a younger or more focused audience.
Print is one of the more traditional forms of political advertising, but that doesn’t make it outmoded. In fact, print Political Campaign Marketing can be very successful if you’re trying to bring in financial supporters for your cause. If you place print advertisements in regional newspapers, they are also very effective for local elections. With the right audience—one that is politically active, motivated to vote, and highly educated—they can raise additional awareness of candidates and their positions.
- Website for the Political Campaign Marketing
Particularly during election season, every political candidate needs to have a well-kept, interesting website that people can visit. Because prospective voters frequently check out your website after hearing or seeing an advertisement or going to a campaign event, it serves as the foundation of your political brand. A campaign website also enables you to connect personally with prospective and current voters and supporters, keep your community informed about the campaign and important issues, and advertise your credentials and area of expertise.
A tried-and-true, highly efficient method of reaching prospective voters and donors is via email. This is why during an election cycle your email inbox is typically overrun with requests from political campaigns: it actually works. Email enables politicians to communicate directly with supporters and voters while also enabling highly targeted segmentation to ensure that everyone hears the information that is important to them. A strategy for email marketing should undoubtedly be in place for your campaign to connect with and inspire donors and voters.
Political Campaign Marketing Scores
The ability to score the targets is a critical measure of how successful a political email campaign will be, and some of the most important scoring metrics are:
- Voter Propensity Scoring of those most and least likely to vote based on past history (in states w/o history we have modeled most likely, and least likely voters using 75 point comparison between them and those in neighboring states).
- Conversation Propensity Scoring on all known Independents and Democrats based on 105 point comparison to voting Republicans.
- Social Influencer Scoring to identify the primary contacts within various social circles to help identify where dollars should be focused.
Also, the ability to pull lists based on congressional districts and state congressional districts and the ability to reach young 18-24 voters effectively through text and app based contacts.
In a perfect world, you want to have the ability to choose the data for an email campaign based on over 20 different criteria, and at ADS Data Direct, it’s a perfect world. Our data is segmented by:
- Postal
- Email Address
- Geographic Selects
- State
- County
- City
- Zip
- DMA
- SCF
- Radius
- Congressional District
- House District
- Senate District
- Gender
- Home Owner
- Marital Status
- Presence of Children
- Veteran in Household
- Household Income
- Ethnicity
- Religion
- Birth Date
- Party
- Social Influencer Scoring
- Number of Times Voted in the Last 10 Years
- Propensity to Vote in the Next Election
- Propensity to Vote Republican
- Voter History
Political Campaign Marketing Advantages
Political Campaign Marketing: Politicians, and electoral candidates in particular, no longer build and cultivate their voter bases in a conventional way. Back in the 1990s, political campaigns used to involve many hours of television broadcasting. Additionally, the All India Radio broadcast prolonged broadcasts. The major daily newspapers all used to feature pages and pages of vibrant advertisements for different political parties and election candidates.
In addition to the audio campaigns, political parties used to spend a lot of time, money, and effort enhancing the image of the electoral candidates among the general public through the use of wall posters, pamphlets, flags, and party symbols. However, the entire landscape changed dramatically with the introduction of digital marketing.
In addition to many other purposes, information and communication technologies are currently being used quite frequently in a variety of spheres of life. It makes sense that politicians, including political parties and candidates for office, have been using digital marketing services quite successfully to develop and carry out the right political leadership strategies.
It should be noted, though, that a lot of politicians and even public officials occasionally use digital marketing tools carelessly. As a result, the party’s image and the electoral candidate’s reputation are both negatively impacted. The fact that the competitors and opposing parties frequently stand to gain from these kinds of developments makes the situation worse. People have been claiming that “email is dead,” “people don’t open emails,” “words are just so last century,” etc. for as long as we have been sending emails. The truth is that email is here to stay and is effective when combined with other digital strategies and relational organizing techniques. For three reasons, it remains a cornerstone of campaign communication;
- It’s simple – After setting everything up, sending 10 emails is just as simple as sending 10,000.
- You can send almost anything by email, which gives it flexibility. You can send emails with call-to-action buttons, embedded videos, images, links, and more by choosing from a variety of template designs.
- Despite the criticism, email is still effective. Open rates of 1 in 4 or 1 in 10 may not seem impressive, but if you send thousands of emails each month, that still represents a sizable number of recipients who receive a direct message from you. Additionally, tracking open rates and click rates for emails is much simpler than for social media, giving you a powerful analytics stream.
Political Campaign Marketing benefits from direct mail marketing’s excellent targeting because of this. Direct information can be sent to households, especially those with a large number of family members who are eligible to vote. Mailing list providers use the election period to offer a wide variety of listings. Direct mail service providers aid their clients in political and geographic mailing targeting. It is simpler to select recipients using campaign data that is already available and tailor messages to the local population by using geographic targeting. Conversely, demographic targeting entails identifying particular demographics primarily through research. Age, gender, and location are examples of basic information in this category.
Politicians claim that direct mail is dependable. It aids in grabbing recipients’ attention and compels them to act immediately. Voting for one’s preferred candidates is the call to action in political mail. Its performance in such campaigns, according to nearly 70% of respondents in a recent survey, cannot be questioned as one of the more reliable sources.
Email Effectiveness for Political Campaign Marketing
Political Campaign Marketing: The quickest and most economical method of reaching a large audience is via email. Voters appreciate having the option to open and read email messages whenever it is convenient for them rather than being forced to view advertisements or banners. Getting as close to the voter as you can is more crucial.
