The power of Direct Mail + Digital Direct Mail for Political

1. Digital Direct
Mail
For Political

2. Introducing Digital Direct Mail
Cookie-less digital targeting that turns a home’s
Into theirModem and Router Digital Mailbox

3. Why partner USPS + Digital Direct Mail
2. Digital Delivery-
Direct Mail Strategy
1. Integrated strategies
work better
3. New Incremental
Revenue

4. 2. Strategy
After targets are determined, launch
the digital campaign 48 hours prior
to mail drop, once mailer hits,
increase digital frequency for up to 4
weeks after physical mail piece
arrives.
Digital delivery enables us to provide
a much higher frequency (30x-50x)
than direct mail, TV, radio, and print.
1. Product
Direct Mail has been a stable in the
advertising industry for over 100 years.
Digital Direct Mail elevates the direct
mail strategy by providing a digital
delivery, a higher frequency, and higher
conversion rates.
3. Results
Rather than focus on CTR, we focus on true
conversion. Client will provide a list of
addresses/names for sales occurring during
campaign period. Those records are cross
referenced with who campaign targeted. We
then determine conversions for target and
control group, as well as the % increase for
targets who received mail and digital ads.
An integrated strategy will always work better than a stand-alone. By combining traditional
(direct) with non-traditional (digital direct) you increase visibility, ad frequency, and in most
cases, yield a higher conversion rate.
Direct Mail + Digital Direct
Campaign Strategy

5. Cross
Channel
Marketing
1+1=3
The use of one marketing channel (such as direct
mail or internet) to support or promote another
channel (such as retailing).

6. How can direct mail and digital direct mail meet the challenges of a political
campaign?

7. Power of Direct Mail Digital Direct Mail
Higher frequency
Digital delivery
Quality data =
quality campaigns
Match back Analysis
provides concrete results
on your campaign

8. USPS: Six Steps for Effective Omni-
Channel Marketing

9. Here’s how it works:
We convert physical addresses to IP address so advertisers can serve targeted
digital display with surgical precision to their intended target.

10. For Example
Typical match rate for B2C campaigns are about 50%
- A list of 100k names would yield ~50k names to target
- Creating a perfect A/B test pool for ROI calculation
Digital campaign would launch 7 days before and run through 7 days after
mail drop
20x-40x digital ad frequency cap per IP address
Run Match Back after campaign ends
- Attribute true sales conversions
- Calculate campaign ROI

11. 2. Strategy
Serve targeted digital display and
video ads with tailored messaging by
political party at the IP/router level to
the right voters 30-45 days prior to
election with a 50x-90x frequency.
Cutting edge IP Targeting
for political campaigns
Digital delivery enables us to provide
a much higher frequency (50x-90x)
than direct mail, TV, radio, and print.
1. Product
Using public registered voter information,
we take a physical mailing address, find the
Internet Service Provider (ISP) that
particular voter uses, and obtain their
individual household IP address. We use
this IP address to send targeted one-on-
one display messaging to the potential
voter.
3. Results
Digital political campaign results are
measured by votes, not site visits, phone
calls, conversions, or form fills. Political
campaigns are about “how many times
can we deliver our message to a person
so they remember it when they hit the
voting box?” The more touches, the
better.
This patented technology has been used in over 400 political campaigns. IP
Targeting is very effective with political campaigns, political action
committees, and candidates running for elective office.

12. 1) Direct Mail piece to
voter household
which triggers Digital
Direct Mail campaign
2) Digital Direct Mail
campaign launches
targeting matched
voter addresses
3) Target those
household IP’s with
digital direct mail and
show banner with party
specific messaging at
50-90x frequency
3) Campaign to run
banner ads 30-45
days before election
*The biggest benefit Digital Direct Mail
has over other digital targeting:
We can segment campaigns by political
affiliation and thereby, tailor different
messaging to each political party.
Increase the relevancy and increase the
engagement.

13. 1
Plan of Attack
USPS determines ideal targets to be
first client adopters of Digital Direct
Mail with Direct Mail
2
Launch USPS campaign targeting top
candidates to pilot digital direct mail
4
Provide match-back analysis post
campaign to determine results
5
Build case-studies for clients using
digital direct + direct mail
3
Offer discount for trying out Digital
Direct Mail, offer deeper discount for
pairing direct mail/digital direct mail
to new/existing clients
6
Share success with all customers,
educate on how they can use the
same strategy

14. Case Studies

15. u Targeted state legislators and fidelity voters in the targeted
legislators district
u Targeted state capital and the legislative offices
u 75x per IP address frequency
u 336,000 impressions
u 30 day campaign
This was David vs. Goliath, with a group
of local entrepreneurs challenging one
of the largest companies in the world…
Having access to a tool like El Toro’s IP
Targeting helped cost effectively level
the playing field.
—KCB’s VP, Phillip Dearner
In early 2015, The KCB was involved in the legislative fight for their lives
against one of the largest brewers of beer in the world. KY-HB 168 was
supported by the KCB’s memberships and preserved the long-standing 3-
tier distribution system, HB-168 was intended to prevent Anheuser Busch
from opening a new distribution center in Western KY. If the KCB lost,
distribution of non-Anheuser Busch beers would no longer be distributed,
which would’ve been detrimental to craft brewers in KY.
Kentucky Craft
Brewers Association
0.64%
Click Through Rate
800x
the industry average
CTR of 0.08
100%
KCB won the
election
Campaign Highlights:

16. Kentucky Judicial
Primaries
Campaign Highlights:
The 2014 judicial primaries in in Jefferson County KY were unusual in that
there were a large number of open seats and several candidates ran for each
of those open seats. Jefferson County, the home of Louisville, KY, has a
population of approximately 756,000 which makes it one of the top 50 metro
areas in the United States.
Legislative campaigns in Kentucky are non-partisan because of the down-
ballot nature of these races and are typically focused on name ID instead of
larger campaign issues. An important part of the strategy for digital
advertising campaign that El Toro implemented was to increase name ID for
our candidates among likely primary voters.
u El Toro targeted every voter
county-wide who had voted in the
last three or four Democratic or
Republican primaries.
u El Toro hyper-targeted two areas
with a higher than expected turn
out rate with an extra flight of
display ads.
u Targeted Republican primary
voters in an area with a heated
Republican primary.
u Also targeted fidelity Democratic
voters in an area with a hotly
contested Democratic primary.
Win percentage
of 75%
31% higher
than expected
win
31% higher
than expected
win
17% more votes in
the hyper-targeted
areas

17. Political Campaign- Ballot Initiative
Campaign Highlights:
31% higher
than expected
win
Internal tracking showed our client was trailing by 6-8 percent in a series of recent
polls. With the impending election there was very limited time to use traditional
media outlets to sway votes.
El Toro implemented a targeted campaign of push advertising to voter’s home
PCs.
We used client- supplied data of those who had requested a ballot, along with
data on voter registration demographic data. El Toro then scrubbed this data
against our proprietary technology to deliver display advertisements to these
targeted voter households. Over the course of one week we delivered 120K
impressions to this list of likely supporters.
Furthermore, being able to precisely target each vote by household allowed them
to “present the best message for each voter” In other words better efficacy at 1/3
of the price.
95% of funds
raised were from
targeted houses
60/40 margin
election win
17point
improvement
“The ability to target to our
message to different voters
by geolocation and voter
segmentation is something
the other media platforms
simply didn’t offer”

18. Campaign Highlights:
31% higher
than expected
win
Mayor Eric Garcetti- Los Angeles
While the majority of a political candidate's advertising budget is
spent on TV, an increasing amount is being spent with online media.
Our reseller's client, former Los Angeles City Council President and
candidate for the 2013 LA mayoral election, Eric Garcetti, needed
to stand out and gain an edge in the tight race against his
opponent. The challenge is to cut out the noise of other
candidate’s ads by purchasing only relevant impressions that can
deliver tailored messages to specific sections of the electorate.
El Toro’s reseller, Engage:BDR, worked with candidate Garcetti's
team to plan and launch an online campaign that targeted 500,000
voters in LA, focused on Spanish- and English-speaking Latinos,
aged 18-46. Our targeting technology can uniquely target Internet
users within a specific household.
7 Million
impressions
17% higher
CTR
500,000
voters
targeted
“According to a report published by the
agency, they delivered over 7 million
impressions for the Garcetti campaign in just
over two weeks. Engage:BDR claims that
the micro-targeting campaign bought
between 10% to 17% better click-through
rates for Spanish-speaking Latinos and
English-speaking Latinos ages 18-46.”
— Fast Company, Yes, Political
Campaigns Follow Your Browser History
Nov. 5, 2013

19. For more information or to get started
today with Bann Business Solutions,
please contact:
Contact
u Email: mike@bannbiz.com
u Phone: 612.701.8078
u www.bannbiz.com
Mike Bann