ICMYI: You can find part one of the series here.
Whether you’re reading this from Madison Avenue or Pennsylvania Avenue, your ultimate marketing goal is probably the same—get people to take action. The trade secrets that brand advertisers use to make behemoths like Coca-Cola and Apple into household names are secrets no longer. As Election Day approaches, you can use the same branding and marketing strategies as the top advertisers and agencies to propel your political campaign or cause to victory.
Here are six simple steps to help you implement Madison Ave strategies for political campaigns:
1. Set clear goals.
The big brands know that before you can measure success, you have to define it. While direct response techniques work well early on, branding and persuasion become more important as Election Day approaches. As your campaign goals change, so should your advertising strategy. Market saturation through ad network inventory may be perfect for mobilizing voters before Election Day, while site-specific rich media ads work better to emphasize your candidate’s unique value. Your goals will then inform your success metrics. For instance, while click-through rates are an important gauge in direct response campaigns, a branding campaign may instead measure success by increases in share of voice or offline action.
2. Reach the right people.
Did you know that the typical web user is served 1,707 banner ads per month? In such an ad-saturated environment, the best way to attract the support you need is to micro-target ads, focusing on conversion by speaking to specific voter groups on the subjects that matter to them. Presuming you already know who you want to speak to, today’s targeting technology can provide the where and how. Using non-personally identifiable information, advanced algorithms can match offline voting and donating behaviors to online buying and reading behaviors to help you find and understand your target audience.
3. Listen to your audience.
The key to persuasion isn’t so much talking as it is listening. With Intermarkets’ advanced web tools, you can gather information on your users’ online behaviors and preferences, empowering you to tailor your message and strategy. For example, if all your conversions are coming from one website, you can optimize your campaign to only run on that website or other websites like it. Using a conversion pixel, you can also exclude users who have already signed up for your email list from being asked to sign up again. Audience targeting can even help you reach outside your base by discovering “look-alike” voters based on their behavioral and demographic profiles.
4. Understand inventory types.
Different types of ad inventory serve different purposes, so it’s important to have a good mix in any successful display campaign. The pros of direct buys are easy—when you work with the publisher directly, you can enjoy premium spots, guaranteed placement, and rapid response messaging. Quickly capitalize on a speech’s success or spotlight an opponent’s misstep—all before the next news cycle. Another important type of inventory is remnant. Normally bought through ad networks or exchanges, remnant inventory can provide better market saturation and a lower dollar return. When combined with programmatic buying, remnant inventory can also target voters and “look-alikes” wherever they go online.
5. Think beyond the standard banner ad.
Static ads are just the beginning of what you can do with digital advertising. As Election Day approaches, TV and video inventory dwindles, and quality, standout digital advertising experiences can make or break a campaign. Rising Star ad units like the Billboard or the Pushdown provide large, interactive canvases that support TV assets, forms, and multiple calls to action. Users can expand an ad to see more content, play video, fill out a contact form, or even share your ad on Twitter and Facebook—all without leaving the page of origin. Plus, Rising Star ad units are a proven way to improve your ad interactions. In recent studies, the Interactive Advertising Bureau (IAB) found that Rising Star units performed nearly 3x better than standard units in universal interaction rate. At Intermarkets, we’ve seen these units increase interaction rates up to 27.1%—6x that of standard units and almost 3x that of Rising Star ads trafficked through other channels.
6. Don’t underestimate the power of ad-serving technology.
Ad delivery technology is one of the most overlooked aspects of online advertising, yet how an ad is served can determine whether your ads get noticed. Box out the competition on key sites with an ad “roadblock,” or use ad pairings for persuasion. As a part of the memorable Apple “Mac vs. PC” campaign, the brand ran companion ads with “PC” in the lower unit, looking up at “Mac” in the leaderboard unit. The PC ad block was filled with text, while the Mac unit was bare, relaying Apple’s core brand message of simplicity in a subtle yet powerful way. A political campaign could easily use this same strategy to highlight the differences between different candidates or disparate policies.
This campaign season, combine your team’s tried and true political know-how with the most cutting-edge advertising strategies available. Most of all, don’t hesitate to employ the help of an expert—or better yet, a team of experts! We’ve worked with hundreds of political campaigns at all levels, and would be happy to help your team optimize your campaign—reach out to our solutions team at any time for a free campaign consultation.