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Direct Marketing & Politics: Converting your audience when you're selling ideas

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A presentation I gave on direct marketing, political campaigning and digital advocacy to a group of inbound marketers at a monthly marketing event called #InboundTO.

I discussed identifying your audience, segmenting and micro-targeting and leverage paid and social media to drive qualified inbound traffic to your website or cause.

Published in: Business, News & Politics

Direct Marketing & Politics: Converting your audience when you're selling ideas

  1. 1. DIRECT MARKETING & POLITICS Converting your audience when you’re selling ideas
  2. 2. A little about me
  3. 3. Campaigning
  4. 4. Measure public opinion
  5. 5. Manage crises and online reputations
  6. 6. Execute ‘political’ campaigns for corporations and orgs.
  7. 7. 3Today I want to talk about three things
  8. 8. Segmenting & identifying your audience1
  9. 9. Micro-targeting & micro-messaging2
  10. 10. Fostering engagement & building community 3
  11. 11. But first...
  12. 12. A little bit about the opinion environment in politics
  13. 13. In politics you deal with all kinds of people
  14. 14. Immersed Angry Apathetic Supportive Engaged Hostile
  15. 15. ImmersedApathetic Engaged ENGAGEMENT SPECTRUM Opposed Supportive SUPPORT SPECTRUM
  16. 16. The trick is to identify those most supportive and empower them to activate their network
  17. 17. Who do you activate and how?
  18. 18. ImmersedApathetic Engaged ENGAGEMENT SPECTRUM Opposed Supportive SUPPORT SPECTRUM
  19. 19. IN POLITICS: TAM = All eligible and registered voters But really... ~50% turnout... so TAM/2 Of these 2/3 are indisposed in an equal market So now we’re at TAM/6 who support you and will vote To win you need >TAM/6... you need ~2.5x times that.
  20. 20. Where do you make up that gap?
  21. 21. A FEW THINGS: First, the market is not equal. The composition of the ~50% who vote can be manipulated “Gap” voters straddle between parties and blur policy lines With some voters the challenge is persuasion... With others its getting them getting them out to the polls
  22. 22. SEGMENT &IDENTIFY
  23. 23. SEGMENT Of voters who needs convincing and who needs to be activated? Of the entire voter pool, which best align with our message and our policies? How can I break out audience into more measurable chunks? What’s the advantage of segmentation?
  24. 24. IDENTIFY What is my voter’s profile? Where do they live online? What type of content are they viewing and how can they be reached?
  25. 25. MICRO-TARGET& MICRO-MESSAGE
  26. 26. MICRO-TARGET / MICRO-MESSAGE If the air war is covering vast geographic regions and broad interest categories, then online we can do the inverse. Message construction is often tailored the largest common denominator of the voting population... the X% we need in order to win. Micro-target sub-sections with secondary policy message tracks... or additional value propositions Micro-message! ID those audiences and talk to them about supporting value propositions
  27. 27. FOSTER ENGAGEMENT& BUILDING COMMUNITY
  28. 28. FOSTER ENGAGEMENT Leverage social media and your social audience to get your message out. Be available and responsive to your supporters... ignore your detractors Reward your audience for engaging -- let them know you’re listening Create a sense of community (and be platform agonistic about it)
  29. 29. BUILD COMMUNITY In politics, you can’t win without passionate advocates. The same holds true in marketing. Communities aren’t defined by borders online, but if your product is geographical -- mirror that geography online.
  30. 30. And don’t forget to measure, measure, measure, measure, measure, measure, measure.
  31. 31. 5Lessons I’ve learned from politics
  32. 32. Manageable is better than masterful.5
  33. 33. Speed kills. 4
  34. 34. Tracking over time is the best barometer for measuring success.3
  35. 35. Pivoting is better than beating a dead horse.2
  36. 36. Winning is better than losing (so set yourself up for success)1
  37. 37. Q+A

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