Discover - The Print vs. Digital Debate
Cutting waste from your campaigns advertising means doing things smarter.
The new norms when put side-by-side within the political landscape indicate that print is both more costly and less effective than digital advertising.
The new norms when put side-by-side within the political landscape indicate that print is both more costly and less effective than digital advertising.
The print vs. digital debate is not new. Some argue that print is more effective, others disagree, and some say you need both. However, when put side-by-side within the political landscape print is both more costly and less effective than digital; we'll explain below..
Let's first set the stage; In today's political world there are three major voter election touchpoints; a) vote-by-mail, b) early voting, and c) casting a ballot on election. In many States, the span of time is equivilent to 30 days. That's the new norm.
Second major point given the new voting norm, if you are mailing a campaign flyer, when do you send it. Most campaigns wait until a week or so before election day, but in doing so, many voters have already cast their ballot.The result? Huge swaths of wasted money.
1) Many political campaigns send out flyers usually based on volume and brute force than targeted, effective marketing. The result? Huge swaths of wasted money.
2) Sorry to say, but in today's fast-paced, hectic lifestyle a vast majority of voters do not spend the time to study the platforms of down ballot candidates. So they tend to vote by political party lines, or a branded candidate name. The result? Huge swaths of wasted money.
Note: To support point #2 above is the picture on this page. It was taken inside a Southern California post office and shows candidate flyers in the 55 gallon trash container, put there by voters.
3) Within marketing circles, the rule is frequency is more important than reach. One flyer sent to one voter is not as effective as ten digital ads delivered to one voter.
In conclusion, political brands (candidates) often waste their advertising dollars not through any series of logistical missteps, but simply by failing to following the frequency to reach rule and to stick to their brand personality and brand identity
Let's first set the stage; In today's political world there are three major voter election touchpoints; a) vote-by-mail, b) early voting, and c) casting a ballot on election. In many States, the span of time is equivilent to 30 days. That's the new norm.
Second major point given the new voting norm, if you are mailing a campaign flyer, when do you send it. Most campaigns wait until a week or so before election day, but in doing so, many voters have already cast their ballot.The result? Huge swaths of wasted money.
1) Many political campaigns send out flyers usually based on volume and brute force than targeted, effective marketing. The result? Huge swaths of wasted money.
2) Sorry to say, but in today's fast-paced, hectic lifestyle a vast majority of voters do not spend the time to study the platforms of down ballot candidates. So they tend to vote by political party lines, or a branded candidate name. The result? Huge swaths of wasted money.
Note: To support point #2 above is the picture on this page. It was taken inside a Southern California post office and shows candidate flyers in the 55 gallon trash container, put there by voters.
3) Within marketing circles, the rule is frequency is more important than reach. One flyer sent to one voter is not as effective as ten digital ads delivered to one voter.
In conclusion, political brands (candidates) often waste their advertising dollars not through any series of logistical missteps, but simply by failing to following the frequency to reach rule and to stick to their brand personality and brand identity
Name Recognition (Branding)
Bulding a brand is a repetitive process. The cost of a single campaign flyer sent to a voter is $0.60 (print + mail) in many parts of the country.
For that same price, Campaign Matrix can launch an aggressive digital ad campaign and reach that same voter approx. 25 times!
Targeted digital advertising is the fastest growing campaign tool for a reason – it works.
For that same price, Campaign Matrix can launch an aggressive digital ad campaign and reach that same voter approx. 25 times!
Targeted digital advertising is the fastest growing campaign tool for a reason – it works.
Don't let your campaign go to waste.
The financial impact of a broad window for casting ballots on sending out one flyer is huge. Campaign Matrix estimates that 35% of voters will have cast their vote before a flyer ever arrives in the mailbox. The result increase the effective cost per flyer.
