Marketing in the upcoming elections has three big negatives:
- Higher media costs
- More competitors and distractions from the massive political marketing
- Less Inventory
How you navigate this is critical to your cost per lead or sale.
The nation’s first early voting date is September 16 in Pennsylvania.
Then there’s:
- September 20 in Minnesota and South Dakota
- September 23 in Mississippi
- September 24 in Missouri
The other states follow.
Only Alabama and New Hampshire do not have early voting.
Here is what we are doing for our clients
- Digital Marketing:
Digital marketing will be hit hard and impact your response, cost, and available inventory.
Digital Marketing will start to feel the impact of the election in the month of September. It’s already feeling some impact now.
For the early voting states, we will cut that dramatically, and then at the end of September to election day on November 5, we will then resume our digital marketing.
The only exception to any of the above is where you know with great certainty that a depression in response will still produce a positive ROI. So it’s a strategy of cutting back not eliminating your marketing.
- Direct Mail:
The good thing about direct mail is that costs do not group, and inventory is not a problem.
Nevertheless, we are ensuring our direct mail is complete by late August or the first week of September for the early voter states.
If we need to mail more mail for our clients, we recognize that after October, up to the first week of November, the mail will be flooded with local, state, and national campaign mail.
We plan to hit the next mail cycle immediately after the election, boosting the marketer’s ROI.
- Radio, TV, and Podcast:
Inventory, cost, and noise are a problem.
We are stopping all Radio and T.V. advertising by mid-September and only cherry-picking the very best response stations, knowing the others will be negatively impacted with higher costs, less inventory, and more distractions. We will resume immediately after the election.
For podcasts, we are not modifying our marketing.
Need help navigating the election for massive response? Our agency can guide you based on our 20 election insiders of helping marketers. Contact Michael at 615-933-4647 or email him at [email protected]
