Digital marketing needs businesses to continually reevaluate their strategy and adapt to new technologies. Trump winning the presidential election proved that digital marketing is crucial even in a presidential election. The first step towards a successful campaign is to find the right digital strategy that resonates with your consumer base.
This can be a challenging undertaking. In electoral campaigns, understanding who will vote for the candidate and why they would do so is instrumental and such is the case for brands too. For both brands and electoral candidates, all activities are designed to revolve around the 3Cs: Catch, Connect and Close.
There are 10 key strategies which electorate campaigns teach us that should be leveraged while planning a digital strategy. We know these consumers have tried our products or have an inclination towards the brand. Hence, the message given to consumers needs to focus on consolidation, upselling and building loyalty.
The effort and strategy to influence this consumer segment would be different. The message, for example, needs to be more focused on why your brand is better than the competitor that the consumer is currently using. Knowing the pain points of each of the competitor will help target them with effective messaging.
The undecided voters - They are similar to Point of Market Entry consumers who are yet to decide on their brand or product. This is the vulnerable consumer segment who are receptive to information and need a reason to trust any brand. Past election results and survey research make it possible to determine who falls into each of the groups mentioned above.
Data from surveys, market research and sales data are some information sources to understand the consumer segments for a brand. Based on the campaign objectives and the defined consumer segments, data needs to be analyzed. Test and run campaigns are focused on short campaigns that can be run to test the markets and get the pulse of the market.
This could help determine the consumer segment and define the appropriate message for consumers. It takes good research and decisive judgement to act quickly, yet remain flexible in order to optimize your results. Contact Us. Join Our Newsletter. This website uses cookies to improve your experience.
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Or, is it "winner take all"? Some city council elections elect the top two or three vote getters from a field rather than designate seats. After all of the important variables have been considered the candidate must create a written campaign plan.
Contained in the plan is a theory of how to win the election. The theory should be backed by empirical evidence rather than speculation or hearsay. Right now I direct most of my efforts to smaller local campaigns. Nothing larger than a state representative election. Sometimes people ask me why I publish a newsletter. Isn't that giving away trade secrets and therefore lessening the need for my consulting services?
No, because anyone can learn the framework of campaigning by spending a decent amount of time in a library. It's all there. Developing a plan and implementing it is where the rubber meets the road. Albert Einstein's quote about knowledge is right on point here. Einstein's point applied to campaigning is that it takes a lot of experience in elections to be able to devise a winning strategy even though one might have some insights into the process.
Campaign methodology is developed from both winning and losing elections. So often a campaign knows generally what to do but can't get volunteers, or can't raise money or can't focus their efforts on what it takes to win. Simply put, successful implementation takes experience in election campaigns.
You may have the greatest campaign plan ever written but if you can't implement it, it is worthless. That's where experienced advice is invaluable and could be the difference between winning and losing. It's the toughest part of building a winning campaign.
Smaller, local campaigns by their nature don't have a lot of resources. They also lack the ability to get started with any traction because they lack name identification with voters. Getting started is often an exercise in "wheel spinning". One resource that many local campaigns will have to start with is enthusiasm. And, it doesn't cost anything. Enthusiasm can often overcome a lack of money, a lack of staff and a lack of campaign knowledge.
However, as a campaign moves on toward election day it will become apparent that you will also need resources in order to win. A small local campaign should initially focus its' efforts on two things: raising campaign contributions and organizing and developing a campaign plan. To make the best use of your resources, start by finding out how many votes are needed to win and which constituencies are most receptive to your measure.
The amount of money you expect to raise and your sense of what works in your particular community will help determine your overall strategy and which specific tactics you use. An inexpensive grassroots strategy for example, volunteers handing out fliers, putting up lawn signs, and writing letters to the editor can work in a small town.
Campaigns that need to reach a large number of voters in many different parts of a large city or county generally also plan a direct mail and media campaign. The goal of your campaign is to win a majority of votes at the ballot box. There is a standard method for figuring out how many votes you need to win, called Setting Your Vote Goal see sidebar. During the campaign, you can track which registered voters are for, against, and undecided if you conduct a voter identification program.
You will need to obtain an up-to-date list of registered voters:. Request the most recent list of all registered voters. You can usually obtain a voter file from the Town or County Clerk for a local campaign.
List vendors also can provide voter information, but check to make sure it is up-to-date. Polling determines which parts of your jurisdiction or demographic groups look favorably upon your measure, so you can direct mailings or advertisements to where they will be most effective. If you conduct a direct mail campaign, a mail house can sort through the demographic information to reach your desired target audience.
If you do not have polling data, a grassroots effort to contact all likely voters is your best approach see Voter ID below for more details.
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