Putting a Face to a Candidate with Political Campaign Advertising
Walking Precincts for Political Campaign Advertising
There's always something that can be learned from our own election advertising, as well as that of others, whether it works or not (especially when it does not.) I once knew a candidate that came from a professional background as “he who handles numbers” to put it simply. He ran for a local office and lost however he wasn't one to let the experience go without learning from it. He did a statistical analysis of his political campaign advertising and came up with some interesting data.
Comparing each precinct with the work that was done vs. the expectations (based on things like voter registration and efforts in similar precincts), the results showed that he gained a significant number of additional votes in the areas where he personally walked and showed a physical and personal presence.
He also used supporters and campaign workers that walked in different precincts for political campaign advertising, but those areas didn't gain as significantly (some even lost voters).
The loss of voters doesn't show any specific reasoning of course and could be from numerous factors. Some voters may feel put off when a candidate isn't making a personal appearance. Likewise, some volunteers may ineffectively “sell” the candidate in a given precinct. The downside to volunteer walking is that some volunteers are so passionate about the candidate and the campaign they turn into a door-to-door debate team that can put-off voters. While some volunteers gained, others lost so the entire process of adding volunteers to “walking political campaign advertising” turned into a wash for the most part.
Phoning Voters as Political Campaign Advertising
What's surprising for this particular candidate is that based on the numbers and the analysis is that he actually lost votes in those areas where he used telephone contact for political campaign advertising. There are many people in the world of political campaign advertising that are divided on this point as some swear by it while others believe that telephoning voters is annoying, and most people detest unsolicited phone calls.
For political campaign advertising, it's important to recognize that while something might be somewhat (or greatly) effective for national campaigns for presidency or congressional campaigning, they may not be appropriate for a more localized election. While it's important to make contact with your voters, not all tactics are good for your campaign.
The only time a phone campaign can really be effective despite irritation and aggravation that may arise among voters is when you need to respond to a negative attack with little to no time to respond in traditional media, or to remind voters of the election date with an urgent call to vote.
When you're planning your advertising and marketing, do so with the idea that voters want to personally connect with a candidate. The opportunity to meet a candidate in person can tightly weave the threads of credibility and trust that are necessary to gain the vote. Avoid the telephone and stick with walking precincts and town hall meetings during your political campaign advertising.