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 COVID-19 pandemic and the resulting changes to our lives have altered politics. In addition to moving election dates, restrictions on the usual messaging tactics have changed campaigns, possibly for the rest of the year.
Digital
With canvassing limited or unavailable, social media will become more important and valuable this year. Online videos, both planned and live, can be used by the candidate to get their message out. A candidate can also host question-and-answer sessions that connect a candidate to a voter. Organizing a virtual night based on any one of the main issues taking place in the district you are running in, is a great way to reach voters. Also, utilizing more apps with platforms such as Nextdoor to reach voters in your district directly will greatly benefit your campaign.
Branding
The typical political messages may seem less appropriate during these challenging times, so messages should be inspiring and hopeful. It’s important to remember not to change your brand as a candidate during these times. You can pivot with creative messaging and expanding your brand but don’t change who you are.
Field
Instead of canvassing door-to-door, phone banking will become more important. Use community mapping by starting with who you know and identifying who is influential (such as local leaders). Build a list of these individuals and then ask them to introduce you to their connections. Predictive dialer services should also be utilized even more during this cycle. Also, the targeting for different constituencies through phone calls should be looked at with a closer lens to evaluate your support as you begin your outreach. With volunteers making calls from home, it can actually be easier for calls to get made. Set up weekly goals and a leaderboard so volunteers can reach enough voters.
Although these are challenging times, candidates should recognize that there are still alternative ways to reach voters, and that it is important to spread the message of hope and unity during this crisis.
"When I ran for school board, I brought on HSG Campaigns because I knew the great work they have done in Long Beach and other school board races. They had a strong understanding of what my campaign needed to do to win, planned out our budget and communications, and executed it seamlessly. They were calm under pressure and brought a strong, steady hand. They will make a valuable addition to your campaign team."
-Dr Juan Benitez, LBUSD Board Member
This month Matt is recommending the miniseries "Defending Jacob" on Apple TV.
Defending Jacob is an American miniseries produced by Apple TV. This dramatic crime thriller stars Chris Evans (Captain America) as an Assistant District Attorney who has just found out his son has been accused of murdering his high school classmate. As there have only been 6 episodes released, each one has a bit more information that keeps you wondering if his son is innocent or has actually committed this murder. Through medical and psychological evaluations, doctors and legal professionals try to determine the facts around the case.
- Matt
