Election season is over, but that doesn’t mean that we can’t take some time to reflect on their marketing campaigns. Political mailings were very heavy this year, as the marketing budget increased for many political candidates. We performed mailings for Alison Lundergan Grimes, Greg Fischer, Mitch McConnell, and other local candidates, and we’d like to share some political mailing do’s and don’ts for the next season.
Do: Be mindful of the timing of your mailings.
We were scrambling to fill all of our orders, since our motto is: Do it Right. On Time. Every Time. We will not fail our customers in the printing and sorting of mail, but we can’t speed up USPS. Make sure you choose a mailing partner that is sophisticated enough to plan mailing dates and times to maximize your dollars.
Don’t: Send out a postcard with just “Vote for X” on it.
During election season, voters get inundated with postcards and other mailings encouraging them to choose you in their next election. Give them something more to work with. Take advantage of our Variable Data Printing services, so each mail piece gets tailored for the recipient. A little personalization can go a long way.
Do: Utilize list management services.
Don’t waste time and money sending direct mail to non-voters out there, especially late in the season. There are plenty of people that already send direct mail pieces out to encourage people to register to vote, and your mail piece probably isn’t going to change their minds. What you need to focus on is changing the minds of the people registered to vote, but who haven’t made a decision yet. Our direct mail list management services can find your target audience – the undecided voters.
Don’t: Use stock photos of people.
Stock photos are everywhere now, and it’s pretty obvious when you’re using them. Use a professional photograph of the candidate, or a humanizing photo of the candidate and their family at an event. It’s always good if people can associate a name with a face. Stock photos usually equal junk mail, and you want people to take your direct mail seriously.
Do: Create a cohesive campaign.
Make sure that your direct mail ties in with the other marketing material that you’re putting out. If you have a Facebook page, make sure that the message lines up. When there are so many people on a ballot, candidates need to be memorable. Drilling your message into the minds of voters through multiple channels will keep candidates at the top of voter’s mind on Election Day.
Election season will be here again before you know it, and it’s better to start planning your marketing campaign now, so there’s no last-minute hang ups.
By: Chase Kirkwood