Political campaigns are a great case study in how the public is frequently disengaged and needs to be addressed through a wide variety of media.
Consider how many people are “undecided” just before Election Day. In the race for New York attorney general, for example, a Siena poll just two weeks before the election found that 19 percent of likely voters were still undecided.
How does a marketer counter this type of apathy? That’s a key challenge facing executives at companies of all sizes when promoting their businesses. Take a lesson from political campaigns, and use a multipronged approach utilizing a variety of media.
For political campaigns, one of the most cost-effective and successful forms of marketing is direct mail. That’s why your mailbox has likely been flooded with campaign fliers during the past few weeks. Direct mail allows political campaigns to target people who regularly vote. Campaigns can also slice the voter lists by party, gender, age, geography and voting frequency. Similarly, in corporate marketing, companies can build targeted mail lists based on a variety of demographics to most efficiently reach the people most likely to use their product or service.
‘Old reliables’ important
The “old reliables” of marketing — TV, radio and newspapers — remain important parts of political marketing. While these media don’t have as much of an ability to target a voting household with the laser accuracy of direct mail, they arm campaigns with the ability to reach the masses and create buzz and awareness.
For example, a compelling or controversial newspaper ad in a local paper can create instant chatter in the market (good or bad) and can gain the attention of the news media. This week’s news coverage of the judge’s race in Sullivan County is a prime example. On the corporate marketing side, newspapers still have the largest audiences in many markets, and it will likely remain that way for years to come.
What’s great about TV and radio for political and corporate campaigns is the ability of broadcast media to create an emotional connection with the ad’s message. Has a TV ad ever made you cry? Did a radio ad ever create a warm and fuzzy for you about a candidate for office? (OK, maybe that’s tougher to do these days.) In addition to reaching large audiences, radio and TV are the kings of persuasion.
This has been one of the most interesting campaign seasons in years. Some of the best media and advertising strategies won’t necessarily determine who the winners are, but as a marketer, it’s really fun to watch. More importantly, political campaigns are ahead of the curve in marketing tactics and lend some great strategies to corporate marketing.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
