How Text Lists Will Affect the Presidential Campaign
It is no surprise both list brokers and marketers are gearing up for the 2012 Election. Donor and voter lists are being evaluated as marketers prepare to get the word out for political parties and hopeful candidates. Will text messaging be part of the mix?
President Obama’s 2008 election campaign broke new ground in getting younger voters engaged and involved. The campaign created an enormous cell phone database to alert the 18-35 year old voting segment of the Democratic vice presidential pick. Strategists then continued to communicate with that ever growing audience by updating them on campaign activities, statistics and even getting them out to the polls on election day. A new political marketing channel was solidified.
Text messaging is here to stay as a way to communicate for families, friends, marketing strategies, branding initiatives and yes, all political campaigns. As a society we have become connected 24/7. Recent statistics now indicate that more than 92% of the adult population uses cell phones, which means there will most certainly be a substantial rise in the use of this communication channel to reach voters in 2012.
Response to text messaging is strong. Open rates hover consistently at 96% to 99%. An email or postal message carries more information but may not experience the same reader involvement. As the population ages, more of the 30 and 40 something population also subscribes to text services, purchases new apps and stay even more connected.
Text messaging is a cost effective way to communicate that minimizes campaign staffing. This channel alleviates many phone initiatives and much of the door to door canvassing that was a part of past election processes. Call-to-action messages are appearing on websites, Facebook, Twitter and other social media platforms. Print and radio carry information about texting keywords to short codes https://chiefmarketer.com/direct/non-print/direct-response-radio-0420lar4/index.html
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On the back end, the cell phone numbers are added to voter databases for ongoing communication. Auto-reply messages are sent back to each supporter thanking them and advising to watch for campaign events and other alerts coming to their cell phones.
Political campaigns will always need people to get the message out. Television, radio, print advertising, telemarketing and grass roots stomping will always be a part of the election culture. Text messaging has added yet another communication layer to the mix as a vehicle that identifies more people, keeps them engaged and gets them out to vote.
Mary Jane Acito Crenson is vice president of multichannel marketing ListBargains.com.
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