What can campaigns do to win?

It’s the year 2020 – a record-setting year for electioneering, political media spend, and the coronavirus.

As marketing spend and sales grind to a halt in many industries, campaigns must go on. At least until November.


While the general public (including super voters, swing voters, contributors, and volunteers) prepares for remote work, education, and entertainment — campaign managers, consultants, and candidates must rethink voter outreach.

Fewer people and potential voters will attend the events that are so valuable for candidates. Candidate forums, caucus and club meetings, political dinners and conferences, charitable breakfasts, farmers markets, parades, rallies, etc.

In fact, many such opportunities for community engagement are already being postponed indefinitely, rescheduled, or canceled entirely.

In addition to this, CPMs are rising across digital media platforms as engagement and thus, ROI declines due to hesitation to buy goods and services online for fear of any production in areas affected by COVID-19.

Aside from this, political digital ads are said to be the most expensive yet due to the influx of campaign cash pumped into digital voter targeting. There are even digital platforms such as Twitter and Spotify that are banning political ads entirely.

Some sources claim there is a greater opportunity for campaigns to be effective with door-to-door canvassing. This is suggested as many more voters are likely to be home, sanctioning themselves from potential exposure to, if not confirmed contraction of, the coronavirus.

Yet, this means campaign field staff and volunteers must choose to expose themselves to countless residences. Volunteer turnout is expected to decrease and paid canvasser expenses are expected to increase.

There is a better option to combat community event and canvassing limitations. In combination with strategic digital advertising, we predict more political mail.

Potential voters may be more likely than ever to rely heavily, if not entirely, on information available to them in their own homes. Cut through the noise of the coronavirus content online and reach them directly where they are — home.

While candidates may be unable to share their message with specific target universes such as women and minorities at dedicated events, they are empowered to deliver those specific messages directly to the voter’s mailbox.

More than ever, it’s important to develop a strong political marketing strategy that goes beyond the grassroots campaigning of handshakes and kissing babies.

From a recent survey commissioned by The American Association of Political Consultants (AAPC) and the United States Postal Service® of voters in the Florida and Ohio 2018 elections, 72% of surveyed voters said that mail increased their awareness of which candidates were running. Moreover, 77% of surveyed voters found mail to be a helpful source for deadlines for registering to vote or early voting.

Targeted political mail is a tried and true way to reach and activate the most important voters at any time. Let alone in the face of such limitations to grassroots community outreach.

Beyond simply reaching the voters with micro-targeted messaging in the mailbox rather than at events catered towards specific issues or audiences, is the potential for an even greater than expected uptick on absentee or vote-by-mail voting.

As election day voting continues to decline, alternative voting like early voting or vote-by-mail continues to increase.Source: MIT Election Data + Science Lab

According to the MIT Election Data + Science Lab, the EAVS reported that 68% of voters in states with permanent absentee laws voted with an absentee ballot in 2018.

Targeting those registered to vote by mail when they receive their ballot or throughout the final days of the election if they have not submitted their ballot is increasingly one of the most popular tactics to increase voter turnout through targeted direct mail.

Proprietary systems like our Vote-By-Mail Chasers, via automated API triggers, allow us to send mail to the voters daily to ensure voter activation and ballot submission.

We can also pair traditional political mail with our digital voter targeting to voter mailing lists. With this, we can point voters to custom-designed website landers to provide enhanced tracking and analysis beyond voter turnout alone.

Several states including Louisiana, Georgia, and Ohio have postponed presidential primaries. Even the large voting bloc of New York state is considering a delay. It is nearly impossible to predict the impact on voter turnout and the overall state of politics in 2020.

Nonetheless, we are here to help you navigate an even more challenging and competitive election cycle than usual. We can help you do this through proven marketing methods to activate voters beyond the now limited options for face-to-face community engagement.


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