In the ultra-competitive world of local, state and national elections, it remains vital that candidates effectively get their message to voters. This means getting to the all-important young voters that can swing elections, but it also means not alienating the base of middle-aged or older voters who got candidates there in the first place. In this age of social media, some make the mistake of overusing this medium and neglecting other areas such as direct mail. Not only is it important to continue using direct mail, it should be integrated with other types of media to be sure the message is reaching all potential voters.
Direct Mail and Millennials
According to Campaigns & Elections, young voters don’t get all of their information from social media, and in fact they do read and pay attention to direct mail from candidates. These young voters are actually more than twice as likely as voters in other age groups to read their political mail thoroughly. Almost 80 percent of young voters then discuss political mail with other people, and almost 70 percent then go on to research political candidates tied to mailings. Most important is what this group says themselves about direct mail, namely that they use it as a reminder to get out and vote, and that they consider it an important factor in elections at all levels. Given these numbers, it would be a mistake to think that social media is the only, or even the best way to reach millennials.
Integrated Cross Media
Campaigns and candidates are quickly learning that in order to reach the most people possible, and deliver an effective message, is to get information across a combination of print, social, broadcast, online, and other types of media. According to InfoTrends, this approach leads to better brand awareness and consumer ownership. In the world of elections, this translates into potential voters not only getting to know candidates better, but making it easier for those voters to get on board with the candidate’s message. Leaving out any single component can weaken a campaign, while making sure all are strong across the board can help win elections.