Mailers Versus Digital Media & Social Media for Political Campaigns. 17 Reasons to Update Your Political Strategy

Times Are Changing for Political Advertising Strategies.

Be smart and eliminate wasted ad spend, time, and energy with media that doesn’t produce real results.

If you’re running for any office, you may have had these questions:

 

Did you know?  

 

27% of US households say they discard direct mail without reading it (source: USPS Household Diary FY17).
  • How do I run a modern campaign?
  • Which media is most cost effective for campaigns? – TV, Radio, Mailers, Door Hangers or Social Media & Youtube?
  • Does old media work as well as digital media to reach my potential voters?
  • How much should I budget for each media?
  • Why do my online accounts need to be verified, and how do I do this?

Things are moving fast in the communication and advertisign sectors. What worked five and ten years ago doesn’t necessarily work now, or may be too expensive for your campaign.

We’d like to help you consider what works and why digital media is our current “go to” for politcial advertising.

We’ve seen dramatic results in the campaigns who have properly implemented Social Media and Youtube into their campaigns where candididates have outperformed their opponent by a huge margin.

Learn the differences between organic and archaic media below.

 

Here 17 ways digital ads outperform political mailers:

 

#1 MORE COST EFFECTIVE

Did you know that Digital ad impressions are 70x times less expensive than mailer impressions? On average, it costs over $5000  to print and mail 10,000 6×9 cards. Of course there’s always other expenses like creative design, strategy and the need to find appropriate printers etc.   Digital media can save your staff important time and reach tens of thousands or hundreds of thosuands of targeted views.

 

#2 GUARANTEED CONNECTION

According to eMarketer, Americans of voting age spend an average of 6 hours and 35 minutes a day consuming digital media. You shouldn’t need to worry thta your voters will look through their mail or mindlessly dispose of 90% of it. Without question, your voters are online, consuming digital information up to a third of their waking hours.

 

#3 Retention- Video vs Static Images

In a political campaign, Name Recognition by a specific demographic can be all the difference in winning or losing.  Did you know that video advertising has a 70% higher retention rate than static or photo ads.  It’s not a matter of only using video, but it should be a serious part of you strategy

 

#4 Number of Total Impressions

With digital ads, you have the opportunity to reach and influence voters up to 2 times per day. That means- every voter, every day, 2 exposures to your message.  In 90 days that means a campaign would produce 180 impressions before a voter ever pulls the lever. Enough said?

 

#5 DELIVERABILITY 100%! – Who actually gets your message?  ✅

Studies have shown that often times less than 50% of mail is delivered to the intended recipient.  Digital Media   offers a 100% delivery rate, something the US Postal Service cannot guarantee. 27% of US households say they discard direct mail without reading it (source: USPS Household Diary FY17). Digital ads follow your target to the most used tools- their phone in the pocket, and their pc at the office and home.

 

#6 Create a Pattern Interrupt  ✴️✴️✴️✴️✴️✴️✴️✴️

They say that the average person is exposed to over 10,000 messages every day.  It’s very difficult to penetrate that much noise.  But with a skillful strategy, online digital media that utilizes social media, youtube and websites gives you the chance to pentrate the noise.  Properly designed graphics along with motion graphic and video gives unique ability to make a lasting impression.

 

#7 Relevancy  🎯

Digital Media is viewed as most relevant.  While viewing numbers increase every year for online media sources, we’ve seen radio, tv and newspaper viewership decline year after year.  This doesn’t mean those sources can’t make meaningful contribution to your campaign, but you need to choose media that gets you the most the  bang for your buck.

 

#8 Not Blocked 🚫 !

TIVO blocks ads on TV, spam blockers can block emails.   Ads targeted to Social Media & Youtube for political campaigns are far less susceptible to those 100% block techniques and can be shown mutliple times per day on the devices used most.

 

#9 SPEED TO MARKET

  An ad can be created and published online within an hour. Direct mail must be designed, ordered, printed, and mailed at the right time to reach its targeted audience. This saves time, money, and energy while giving you the ability to present your custom message to voters sooner.

 

#10 Measurable Results

They say that 50% of most ad budgets are wasted, but the trick is figuring out which 50%

Money doesn’t grow on trees, especially in smaller local races.  Having the ability to monitor your real time analytics to know which of your ads is performing best is critical in managing your budgets.  Whomever runs your campaigns should be providing weekly analtyics that demonstrate what ads are performing best and which ones should receive less of your monthly budget.

 

#11 The best time and place

Delivering your message to the wrong person wastes your budget.  Delivering your message at the wrong time also wastes your budget.   Delivering your message to a device that’s rarely used is not effective.   By using digital online media, you can target the devices and people most effectively- their phones and computers.

 

#12 Be Quick on your feet!

Building on numbers 5 and 6, digital ads campaigns can respond quickly to revise and/or pull ads based on feedback and real-time analytics. Once a mailer has gone to print, it is really difficult to fix a typo.

 

#13 NO DEPENDENCE ON MAILING ADDRESS

Most voting registers are quickly outdated and largely irrelevant.  Voters must register to vote every time they move. If they don’t, mailers will be sent to the wrong address, wasting a lot of time and money. With you get a targeted connection evert time. Digital ad impressions all get delivered to the intended audience – which means less wasted ad spend.

 

#14 Green Ads – Avoid the annoying and irrelevant cycle

None of us want to fill our own garbage with useless and annoying paper, and none of us want to fill our local landfills with them either.  Spending thousands to print thousands of pieces can often times do just that.   Digital campaigns have almost no carbon footprint. This means fewer trees used, no chemicals used in the printing process , and no emissions for delivery. Eliminate the innective shotgun approach with a targeted approach that reaches the people who matter to your campaign.

 

#15 SOCIAL IMPACT & ENGAGEMENT

Few people share a printed piece with friends and neighbors.  Contrast that to online media which is easily shareable, and every time it’s shared, it becomes more distributed.  The right strategy produces the highest engagement, making your budget work harder.

 

#16 HYPER SPECIFIC TARGETING 

Print mail simply can’t provide the flexibility to target specific populations of voters. Digital media gives the ability to target voters by specific demographics as well as their interests, sociographic profile. Example, in a race for school board, your candidate is running a pro school choice platform while their opponent has plans to cut funding to private pet project. Your candidate may want to specifially target women or a relevant age category such as how they’ve vote previously or whether they have children.  Paper mailers simply cannot target that accurately  – and it’s impossible to really know if they’e recieved the message.   Digital media is far more specific which age, income, and geogrphic targeting available.

 

#17 DYNAMIC ANIMATED CONTENT

What if you’re campaign could utilize video, as well as multiple formats of photos and graphics that target the over 20 different types of ads that are available on Meta, Instagram, Youtube and the rest?  By utlizing animated ads, slideshows, poster formats and the many various designs available, you reach more people with much more interesting presentation options.  This creates more engagement, higher retention, and farther distribution of your ads to others which gives you more bang for your buck.