Political messages – Focus, Focus, Focus

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Direct mail is a tried and true way of getting votes in a political campaign. But to get the most from your mail efforts you need to modernize your mail piece and use the latest tools.

Winning an election in the 21st century requires that you use 21st century ways of getting your message out.

But, this isn’t an article about facebook and twitter. This is actually an article about Direct Mail.

Direct mail is a tried and true way of getting votes in a political campaign. But to get the most from your mail efforts you need to modernize your mail piece and use the latest tools.

One of those tools is VDP (variable data printing). By varying the information that is printed on each piece you mail, you are able to target a specific message to specific constituents.

VDP starts by using data mining to scour your voter base for demographic and psychographic information about people in your voting district. Then, specific messages and graphics are printed on the mailing cards.

That way, you can talk directly to voters about your views on issues that interest them.

Contrast that with broad-based communication. Television, radio, outdoor and newspaper advertising are great for reaching large numbers of people, but they are the least efficient ways to target your campaign dollars where they will do the most good.

Not even the United States Postal Service targets your mail the way Variable Data Printing technology can. VDP’s ability to segment voter files based on interests and demographics produces results on election day by talking to voters in a very personal way.

And VDP is highly cost effective too.

Mass marketing eats up campaign funds fast. By spreading a broad message to a non-specific audience, you may waste up to 80% of your money just by talking to people who aren’t even going to vote. That’s how much experts think is wasted in political campaigns reaching out to people who will probably stay home on election day.

VDP is a new, cost efficient technology that enables campaigns to target voters who actually go to the polls and maximize the effectiveness of fund raising with messages that are relevant and personal.

Whether you’re delivering an important campaign message, inviting supporters to a rally, gathering a few constituents together for coffee, or asking for support, your message needs to be immediate, personal and strategically designed to make the connection you need.

The difference between using broad messages and targeted mailings could be the difference of which speech you’ll give on election night: conceding or leading. It’s definitely something to consider.

 

by:

John Young

Director of Business Development


September 13, 2012

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