The numbers are staggering. Since 2007, mail volume in the United States has dropped by 43.1 billion pieces, post office visits are down by 200 million, and retail transactions have decreased at least $2 billion. The figures, worry some in the direct mail industry, could eventually lead the United States Postal Service to reduce delivery to three days a week.
This issue's Shoptalkers: Fred Davis, CEO of Strategic Perception; Eric Hogensen, president of HSG Campaigns; Douglas Herman, partner at The Strategy Group; and Vince Monaco, owner of the Monaco Group.
If you’re a first-time candidate, you’ll soon discover that a lot of people are going to give you their two cents about your campaign. The thing is, many of them have no idea what they’re talking about.
Here are five terrible pieces of advice that you are likely to hear, and the facts that you need to remember.
The #BlueWave2018 has reached October, which means we're in the homestretch. Successful campaigns will have made the big decisions ahead of time. Nevertheless, there are always October surprises, budget adjustments, and other factors to carefully consider at this very moment.
Every Democratic campaign, big and small, should be pondering these three questions right now...
1) Will there still be a "Brett Bounce"?
Several polls during the Kavanaugh confirmation battle noted that the controversy was exciting Republican voters about turning out in November. Democrats (including women planning to vote for Democrats) were already extremely enthusiastic before the troubling revelations about the newest Justice came out. But almost losing a Supreme Court seat seriously angered the Republican base. Will that trend continue now that he's been confirmed, a month ahead of Election Day?
2) When it comes to GOTV targeting, how low-propensity is too low this time?
Make no mistake, Democratic turnout this year will be high for a midterm election. Voters who normally don't come out will come out, especially if encouraged by a well-executed GOTV program. But is it worth it to target a voter who has never showed up for a non-presidential race? What about a voter who hasn't voted a single time in the last four cycles? And what about 3/4 voters? (Voted in 3 of the last 4 general elections) Should they be considered a lock and removed from the GOTV list?
3) Do we have our spending priorities right?
This is a question we ask toward the end of every election cycle, but this year especially. It's the first Democratic wave year where digital advertising is a major budget item. New innovations like over-the-top (OTT) distribution are making up for the decline in TV viewership. Easily-accessible ideology models have made direct mail targeting better and better. And of course, the big question: Do we focus our resources on persuading independents, or do we need to focus more on turning out angry, non-midterm-voting Democrats?
Of course, we don't have any blanket answers to these questions. Every campaign is different and will need to approach these questions in a way that best fits their situation.
If you have worked closely with HSG Campaigns in the past, you have probably worked with our Managing Director, Dave Broker, who is moving on after ten terrific years at our firm. Dave has been a tremendous asset to us, and I wish him all the best of luck moving forward.
Dave will soon be launching a podcast about the Industrial Revolutions and the world-upending impact they've had on our society, our politics, our work lives, and all other facets of our lives. He's a smart guy with interesting stories, so I am really looking forward to hearing it!
If you would like to receive information about the Industrial Revolutions Podcast when it becomes available, please click here to email Dave and let him know.
Thank you, Dave!
"As a new candidate, HSG Campaigns was so helpful to my campaign. They helped coach me and show me how a campaign should be run, and they produced great mail and other media to support me. HSG Campaigns knows how to win!"
— Marisol M. Uribe, Board Member-Elect, Montebello Unified School District
We have been proud to work with the Monetebello Teachers Association over the years, as well as their endorsed candidates in 2018. Among them was Marisol, who took first-place in her first election last week. The Montebello Unified School District has had its share of problems these last few years, which is why we are proud to have helped elect an educator and reformer. Good luck, Marisol!
.png)
