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Paid Media and Mail

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Paid Media and Mail

  1. 1. Fundamentals of Paid Media & Direct Mail
  2. 2. <ul><li>Advertising that you buy to move your message and connect with voters </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul><ul><ul><li>Internet Advertising </li></ul></ul><ul><ul><li>Billboards (mostly visibility) </li></ul></ul><ul><ul><li>Direct Mail (field & media) </li></ul></ul>What Paid Media is
  3. 3. <ul><li>The Average American gets: </li></ul><ul><li>Bombarded with ads on tv, radio, newspaper, billboards, bathroom stalls, waiting rooms, the internet, buses, lottery tickets . . </li></ul><ul><li>3,000 exposures per day </li></ul><ul><li>188 messages per hour </li></ul><ul><li>3 per minute </li></ul><ul><li>… every minute, every day </li></ul><ul><li>The Average American gets: </li></ul><ul><li>Bombarded with ads on tv, radio, newspaper, billboards, bathroom stalls, waiting rooms, the internet, buses, lottery tickets . . </li></ul><ul><li>3,000 exposures per day </li></ul><ul><li>188 messages per hour </li></ul><ul><li>3 per minute </li></ul><ul><li>… every minute, every day </li></ul>Your Competition
  4. 4. Putting together a Paid Media Program Key Paid Media Rules
  5. 5. <ul><li>What this is depends on the size of the race and the geography (media markets) available. </li></ul><ul><li>All other media should reinforce and extend this dominant medium and message. </li></ul>Rule #1 Dominate the dominant media.
  6. 6. <ul><li>Avoid the “dabble” approach: </li></ul><ul><ul><li>A little radio, couple newspaper ads, a direct mail piece, and 20-30 cable spots. </li></ul></ul><ul><li>Target minimum frequency: </li></ul><ul><ul><li>Television : 12 times/ad (6x/wk) </li></ul></ul><ul><ul><li>Radio : 12 times/ad (30 spots/wk) </li></ul></ul><ul><ul><li>Direct mail : 5-12 pieces </li></ul></ul><ul><ul><li>Newspaper ad : 4-5 runs of ad </li></ul></ul>Rule #2 Paid media works through repetition.
  7. 7. <ul><li>What is your goal? – Your win number? – Your targeted voters? </li></ul><ul><li>E.g. If your target says you need married women age 25-45 to win – choose the medium that best connects with these voters. </li></ul>Rule #3 Target your media to your targeted voters.
  8. 8. <ul><li>Paid media should reinforce field and earned media – and everything in the campaign should convey your core message. </li></ul>Rule #4 Paid media works best when integrated.
  9. 9. Layered Communications
  10. 10. <ul><li>Most voters make up their minds in the last 2-3 weeks – that is when most of your paid media should hit. </li></ul><ul><li>Exception to every rule : that is also when the most clutter will be around. </li></ul>Rule #5 Time media to when voters pay attention.
  11. 11. <ul><li>You communicate to the number of people you pay for: cheap buy = few people </li></ul><ul><li>Avoid paying for media that goes to people who can’t vote for you. </li></ul>Rule #6 Use media dollars efficiently.
  12. 12. The Lesson: Need Balance between the two: What’s best What’s affordable What’s best What’s affordable
  13. 13. Paid media example <ul><li>79,384 eligible voters </li></ul><ul><li>Est. 50,000 voter turnout </li></ul><ul><li>$65,000 budget </li></ul><ul><li>Mostly rural – about 100 miles long by 50 miles wide </li></ul>Senate District 8 Minnesota
  14. 14. Available media sources Senate District 8 <ul><li>TV : Duluth and Twin Cities </li></ul><ul><li>Radio : Duluth, Twin Cities, 6 local stations </li></ul><ul><li>Newspapers : Dailies : Duluth, Minneapolis; Weeklies : 8 local </li></ul><ul><li>Cable : 3 local cable networks </li></ul>
  15. 15. Metro TV too expensive <ul><li>TV: Duluth </li></ul><ul><ul><li>Min Buy: = $36,000 </li></ul></ul><ul><li>TV: Minneapolis-St. Paul </li></ul><ul><ul><li>Min Buy: = $330,000 </li></ul></ul>
  16. 16. Metro Radio too expensive <ul><li>Radio: Duluth </li></ul><ul><ul><li>Min Buy: 1200 pts = $20,400 </li></ul></ul><ul><ul><li>Per station/week: 30 spots@$25= $750 /wk </li></ul></ul><ul><li>Radio: Minneapolis-St.Paul </li></ul><ul><ul><li>Min Buy: 1200 pts = $228,000 </li></ul></ul>
  17. 17. Dailies - too few …too much <ul><li>Newspaper: Duluth </li></ul><ul><ul><li>Circ: 1835 live in District </li></ul></ul><ul><ul><li>Min Buy = $3,885 </li></ul></ul><ul><li>Newspaper: Minneapolis </li></ul><ul><ul><li>Circ : ~1700 live in District </li></ul></ul><ul><ul><li>Min Buy = $31,500 </li></ul></ul>
  18. 18. Buying Local Paid Newspaper Senate District 8 <ul><li>Weeklies: </li></ul><ul><ul><li>8 local weeklies : ~20,000 in District </li></ul></ul><ul><ul><li>Min Buy (6”x7” ad) </li></ul></ul><ul><ul><li>= $4,410 </li></ul></ul><ul><li>Metro Dailies: </li></ul><ul><ul><li>Duluth = $3,885 (1,835 circulation) </li></ul></ul><ul><ul><li>Mpls: = $31,500 (1,500-2,000 circulation) </li></ul></ul> Cloquet  Moose Lake  Askov  Hinkley  Pine City  Sandstone  Mora
  19. 19. Buying Local Paid Radio Senate District 8 <ul><li>Local Radio: </li></ul><ul><ul><li>6 local stations </li></ul></ul><ul><ul><li>Min Buy = $990/week </li></ul></ul><ul><li>Metro Radio: </li></ul><ul><ul><li>Duluth: $750 /wk per station </li></ul></ul><ul><ul><li>Twin Cities: $7,500-10,000/wk </li></ul></ul> Cloquet  Moose Lake  Askov  Hinkley  Pine City  Sandstone  Mora
  20. 20. Sample Paid Media Budget <ul><li>$65,000 total budget </li></ul><ul><li>Direct Mail: $40,000 </li></ul><ul><ul><li>Dominant media: ~80,000 pieces (~10,000 target voters) </li></ul></ul><ul><li>Local Radio: $5,000 </li></ul><ul><ul><li>3 weeks radio all 6 stations </li></ul></ul><ul><li>Local Weeklies: $5,000 </li></ul><ul><ul><li>5 weeks/every week/all 8 papers </li></ul></ul><ul><li>$50,000 for media/mail (77%) </li></ul>Senate District 8 Minnesota
  21. 21. Direct Mail
  22. 22. <ul><li>Three audiences </li></ul><ul><ul><li>7-second (pictures – name – slogan) </li></ul></ul><ul><ul><li>10-20 second (headlines) </li></ul></ul><ul><ul><li>The readers (text for those who want more) </li></ul></ul>1. Think Audience Direct Mail
  23. 23. <ul><ul><li>Message reinforcement </li></ul></ul><ul><ul><li>Tactical Messaging </li></ul></ul><ul><ul><li>Hard contrast </li></ul></ul><ul><ul><li>Negative </li></ul></ul><ul><ul><li>Early Vote, Absentee, VBM </li></ul></ul>2. Uses of direct mail Direct Mail
  24. 24. 741 words 121 words Brief and Concise
  25. 25. Targeted message Raise your hands if you have ever had a gynecological exam. One more good reason why seven middle-aged white guys shouldn’t be writing laws to restrict our reproductive freedom.
  26. 26. Targeted message
  27. 27. Negative message
  28. 29. Contrast
  29. 30. Tactical Messaging
  30. 31. <ul><li>Layout </li></ul><ul><ul><li>Photos-Visual : 40-60% of piece is photos or visual – bad photos = bad mail </li></ul></ul><ul><ul><li>Headlines : 2-4 headlines – 7 words or less in each headline </li></ul></ul>3. Direct Mail
  31. 32. Engaging photos
  32. 33. Engaging photos
  33. 34. Avoid generic photos
  34. 35. EMILY's List <ul><li>RW and B </li></ul><ul><li>Stars </li></ul><ul><li>Stripes </li></ul><ul><li>Flags </li></ul><ul><li>Looks Political </li></ul><ul><li>Big photo of candidate </li></ul>Avoid ‘political look’
  35. 36. Fit with Candidate:
  36. 37. <ul><li>Different messages resonate with different voters </li></ul><ul><li>What works in Maryland might not work in South Dakota </li></ul>Know your Audience
  37. 38. Dramatic headlines
  38. 39. … and less words make them more likely to be read.
  39. 40. <ul><li>Message </li></ul><ul><ul><li>Repetition : 4-12 pieces (1 or 2 pieces does not make a direct mail program) </li></ul></ul><ul><ul><li>Repeat message : Each piece should build on a common theme and reinforce the same message – even if to different audiences (they can have different angles and content) </li></ul></ul>4. Direct Mail
  40. 41. <ul><li>To cut through the clutter, you need to talk about an issue or value which you want to convey...MULTIPLE TIMES. </li></ul>EMILY's List Vote for Me! Vote for Me! Vote for Me! Vote for Me! Vote for Me! Vote for Me! Vote for Me! Once is NEVER Enough
  41. 42. Repetition and continuity
  42. 43. Repetition and continuity
  43. 44. Repetition and continuity

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