I’m not a political junkie, but I do consider myself a well-informed voter. I vote for each candidate individually, not strictly along party lines, and actually put some time and thought into my decisions. Throw in the fact that I’m an advertising major, and you probably figure I can’t get enough of the campaign season. Right?
Wrong. When I cast my ballot today, I not only felt a sense of pride about participating in the electoral process, but also a sense of relief that the annoying attack ads, endless array of (bad) direct mail pieces and make-my-head-explode robo calls would be coming to a halt. I love America, but sometimes I swear political campaigns are the least effective advertising anywhere.
Surprisingly, there are actually some good strategies to follow coming out of political advertising, and of course, there are other strategies going on that you should run away from as fast as you can. Below are five takeaways — good and bad — from the political advertising machine.
1) DO Brand Yourself –> OK, you don’t have to stick with yard signs and bumper stickers. There are thousands upon thousands of promotional items that you can brand with your logo and/or message. Why promotional products? Because they work. The statistics abound but consider this:
82.6% of people can recall the company and brand on their promotional product and 50% have a favorable impression of the advertiser. To take it further, 83% of people like promotional products and 58% keep them for one year or longer. How’s that for effective?
2) DO Collaborate/Partner –> Find companies with similar audiences to spread the love, cut costs and increase exposure. For example, the Akron Public Schools (APS) had a new levy on the ballot, which they desperately needed passed. They worked with a popular local race (the Project Homeless Connect 10k & 5k) to further promote their cause. An eye-catching direct mail piece that explained exactly how the levy would benefit students was included in each runner’s swag bag (no mailing costs), and the race director spoke favorably of the levy during the awards presentation. In addition to attaching itself to a great cause, the APS touched hundreds of members of its target audience at one time with only a small expense (printing costs).
3) DON’T Spam –> For some of the races, I did some additional research before figuring out who I was voting for. When I received direct mail pieces from these candidates, I kept them to look over later. When I dug them out the night before the election, I couldn’t believe how many duplicates I had received of the exact same pieces. Not only is this not at all cost effective, it doesn’t impress many people. If you’re going to really utilize one form of advertising, at least mix it up. One judge in particular stood out because her pieces were all different, including letters of recommendation from others, examples of her past success and highlighting different reasons why she was worthy of your vote (instead of cramming everything onto one piece like an encyclopedia). Go figure, I ended up voting for her.
4) DON’T Attack –> One other note about the judge I mentioned in the previous example… She only spoke about herself – how she was positively impacting the community, past decisions on cases, etc. She never attacked the other candidate even though the other candidate (or excuse me, her party) attacked her. (The other candidate claimed complete ignorance of the attack ads. Yeah right.) Like most people, I want to hear why I should vote for you (or buy your product), not why your competitor’s lacking. If you’re talking about your competitor, then I’m assuming that you have nothing positive to tell me about yourself (or your company).
5) DO Be True to Yourself –> Once you develop your brand’s voice, tell its story. Don’t embellish, misrepresent facts or flat out lie to make your brand sound better. If you feel like you have to do that, then something is missing. As I was discussing all of the blatantly false political ads with another woman in the voting line, she made a great point.
“I don’t lie,” she said. “When you lie, you have to remember what you said so that you can tell the same lie down the road. Just tell the truth; it’s so much easier.” That’s one thing we should all agree on.
So I hope everyone voted today to make your voice heard. Go ahead and take some key points from the political advertising machine to market your company or brand better while lowering costs and collaborating more effectively. If you remember only one thing, don’t use robo calls. EVER.
Happy Election Day!
p.s. For more information on promotional products, visit http://www.promotionalproductswork.org/ or contact me.