March 2024 is done, but with the big Presidential Election on the horizon for November, what are some key take aways that will position candidates, ballot measures and independent expenditures?
The March 2024 election season is in the rearview mirror and the deleted folder. Mailboxes, inboxes, and media feeds are no longer being flooded with political advertisements. And text messages the size of CVS receipts aren’t being sent and received as frequently. Voters may be left missing that connection and feeling like they’ve been ghosted. So, what approaches are most effective at grabbing and maintaining voter interest in this day and age?
The answer might just be everything and the kitchen sink. Technology has rapidly changed the landscape of how political information is absorbed and there is unprecedented, direct, and targeted access to voters across a multitude of platforms. What are the top 5 most important ways campaigns can communicate?
#1 - Direct mail still rules.
Using the postal service may be seen as old school but receiving hard copy mail is a credible channel for voter engagement. It is valuable to captures voters' attention where they have a ballot, which is usually the same location that campaign mail is sent. And unless you are some kind of political dork (looks in mirror), most people either pile that mail up and look at it later or dump it directly. The hope is they read it, at least the logo, at least the candidate name, at least the endorsements before it gets sent off to the blue bin.
Also, mail has gotten incredibly expensive. Paper has increased in price and postage went up again during the last cycle. Its tangible, reliable and is connected to the voter file which is why print remains the ruler of targeted political campaigns.
#2 - The Old TV Set isn't just for TV.
Television ads have lost a step or two due to the rise of social media and streaming content, but it still remains one of the most effective ways to reach voters. TV has traditionally been a highly trusted source for information because “if it’s on TV, it has to be true" and because of FCC rules governing content. We saw that Katie Porter and Adam Schiff, both aired some fun and innovative advertisements mixed with some old school flat footed political bios with crowds and promises and rah rah.
The key here is knowing that the cost of buying up on old school TV is very expensive, may miss the geographic target and only hits a segment of the population that watches a particular type of programming. The future is better, the future is targeted because people choose their content and knowing this, makes making contact easier in the new era.
#3 - And by TV we also mean...
Connected TV, YouTube and anything else that pops up and annoys us during our favorite clips of how to make the best sourdough starter or SNL reruns. The targeting and directness of paid digital makes it very difficult to escape getting ads in your district, from your candidates and on the issues that may be important in your immediate area.
The best use of CTV or digital ad placement is that we connect back end user data, including political, consumer, geographic and use data to specifically message an audience. Not only does this enable our message to hit the right viewer, but the advertisement can be developed around a story that is more compelling than casting a wide net and hoping the two meet. Digital programming is also way more cost effective!
#4 - Social Media
Having an online presence across all social platforms is a the most effective way to connect with potential voters. It’s a must have. Elections can bring about mistrust and deception on social media due to the current lack of monitoring but doing live stream Q & A’s, podcasts and other interactive content can be a great way of confronting misinformation and checking the box that proves you’re not a robot.
It's labor intensive, but yes, hosting live content or posting video content (reels) that show the candidate is actually: (a) a real person; (b) doing campaign work; (c) in real neighborhoods; and (d) is relatable and interesting is critically important to developing the “Who the Hell is this Person” narrative for voters. Break down the wall and be a real human.
#5 - Robocalls/Text Messages:
CVS receipt sized text messages with images are always the best bet to facilitate anxiety management for candidates. Do voters connect and care? Yes, some do and we have the receipts on the back end of services like “Scale to Win” to prove not every interaction is a “STOP/END” response. Real humans with actual ballots do read and respond. Is it the only way to run, heck no. It’s a tool, not a strategy.
What does it even mean?!
Source credibility and dependability is still the principal factor when voters seek out election information. With the gates now fully opened in regards to the use of AI and social media, the burden has been left on the voter to discern what is reliable and trustworthy. Be the beacon of integrity that guides voters through all the noise of disinformation.
There is a lots of unpack from March and by no means is the list above even close to providing a full view. Check in with Dragonfly, be heard and lets figure out a path forward for you next ballot measure, candidate or evil robot campaign.
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