Campaigns just like the rest of the world are changing. I have been working on and managing campaigns since 1980 (over 100) and while some things have remained the same, a lot has changed in those 35 years. In 2016, I can assure you, more money will go to digital/internet advertising than ever before. We are already spending more time with our mobile devise (PDA) then we spend watching TV, listening to the radio or reading the newspaper. Mail continues to decline and is simply a waste of money. Robo calls sometimes do more damage and irritate voters. The tired old Campaign Managers who think they are going to win elections with worn-out mailers and radio spots on stations that don’t even reach your voters, will be out marketed by the new breed of digital campaign marketers. It’s a new day and a new way to market candidates.
Today we have the ability to match voter data lists with digital marketing. While TV has always been the best tool to brand, you will see more Campaign Managers brand their candidates with video through selected URL’s. We now have the ability to serve messages directly to party affiliation, gender, voting history and age. Before, it would cost us close to 50 cents to mail a piece to a targeted voter. Now through the digital media, we can reach our targeted voter at 1/10th that cost.
Budgets are always key in a political campaign and the efficiencies through the internet will far surpass the traditional methods of reaching voters. Even television will take a dramatic turn this election cycle. Satellite TV and cable have already developed technology to go directly to voters (story here). So now when we advertise on TV, we will no longer be looking as closely at gross rating points, as we will be looking at the voter we wish to reach.
If you are running for office and have not started looking at the technology available for your race, you are already behind. Call me on my cell anytime at 702-545-8777 or email me at Tom@LetiziaAgency.com and I will show you what digital/internet tools are available for your next campaign.
I fought the digital revolution more than most ad guys. I came up in the ad business in the early days of TV and helped make hundreds of car dealers and politicians successful through traditional media. I felt that it would never end and the money would keep flowing through successful TV campaigns. But, about 12 years ago, I saw a trend. TV costs were going through the roof, radio was too fragmented and the newspaper was losing readers by the day. The only medium that was showing growth was the digital media. But, I couldn’t find a way to monetize this new medium. It took me about 10 years of experimentation with little if any profit. But, over the last few years, I traveled the country to find out what worked and what didn’t work. I talked to every great digital mind I could find and then the key was finding good digital partners to show me the way. Now, EVERY client I talk to is a digital client.
Traditional media no longer has the sex appeal and clients don’t want to talk about a TV, newspaper, or a radio campaign. All they want to talk about is digital. Yesterday, the Las Vegas Review Journal published a story that sums up this trend in advertising see link for RJ story Today, I have partnered with one of the top digital companies in the United States and we offer every digital product imaginable. Today our biggest vendor is no longer CBS, NBC, ABC or FOX, our biggest vendor today is Google – by a substantial sum.
I expect this trend to continue and at 65, I feel like a kid again embracing this new medium. TV, radio and newspaper will adjust and become a bigger part of the digital medium. Some day newspapers will abandon the printing press and will see the shift in revenue from digital surpass that from the printed paper. Same things with TV and radio. The quicker the traditional companies make this shift, the quicker the bleeding will stop. If you want to learn more and start your digital campaign, call me at 702-545-8777, or send me an email here.
This could be the most exciting time since modern advertising began in the 1920’s with tobacco advertising – I remember, I was there. Actually the Egyptians used papyrus to make sales messages and wall posters and forms of advertising that go back to Pompeii and ancient Arabia. But, enough of the history lesson, let’s fast forward to 2015, where today ad guys like me have more exciting choices than ever to promote and advertise products and services. Yes, we still have the traditional methods, print and broadcast, but now we have email marketing, web-based advertising and social media, along with mobile marketing.
Many ad guys had to learn about web-based marketing the hard way through trial by error. Now many of us have perfected this modern day form of advertising. While digital/internet advertising may seem new to many business owners, it’s been around since 1978 when the first spam email actually started annoying email owners. Today digital/internet advertising has passed radio and newspaper in total revenue and will pass TV by 2017. So, what do you need to do to get started?
You MUST have a clear understanding of who your target audience is. You must know your demographics, geographic locations of your customers and the behavioral habits of those consumers. Once we know these important factors, we can begin to make recommendations as to how you can reach your audience. Digital/internet advertising is more precise and has the ability to better target prospects than any of the traditional media outlets at a fraction of the cost. Say, you have a small target area of a 5 mile radius – we can target every home in that area. Or more specifically a certain demographic in that area.
Pick your channels. Maybe social media is the answer for your business, perhaps optimizing your website through SEO to bring organic traffic, or maybe SEM, where you will only pay for the actual people who click your message. All those factors will be determined when we sit down and design a specific plan for you.
All of the basic fundamental procedures that we have been doing since modern day advertising began back in the 1920’s must be applied to your new digital campaign. You still need to get the attention of the consumer and have a call to action. While digital advertising offers many opportunities, just as there are a number of ways for you to succeed, there are equally as many ways to fail. Call me at 702-545-8777 and let’s have a cup of coffee at my new offices in Tivoli and talk. If you would like, you can contact me. The opportunities are endless, now is the time for you to get started.
One of my favorite movies was Back to the Future trilogy with Michael J. Fox and Christopher Lloyd. It’s a movie I can watch over and over and still enjoy. I always had a fascination with the future going back to when I was a kid and saw the great H.G. Wells movie the Time Machine from 1960.
It’s always hard to predict the future, but in the ad business, we live the future every day utilizing the most modern technology, that even Robert Zemeckis could not have imagined when he directed Back to the Future in 1985. The average consumer has no idea how much we know about you. We have data today that can tell us where you are, how old you are and even your political party affiliation. BIG BROTHER IS WATCHING YOU.
Give me a call and let’s talk about geo fencing, remarketing and SEM for your business. The Letizia Agency puts this modern day technology to use for our clients every day. Contact Me– The future is here and it’s time for you to experience it.
Bill Gates once said, “If I only had two dollars left I would spend one dollar on PR.” Pretty strong statement from a guy who has made billions in his life. But, he is absolutely right. Today, there is nothing more valuable than good PR. In this world we live in today with instant communication, every human being is a journalist and each person who carries a smart phone is also a photo journalist. Therefore, if not careful a good business can go down the tubes in a matter of minutes with bad PR. I have always believed good PR means money in the bank and a good story will be looked at far more than a paid ad.
PR today is no longer just about getting your name in print. It’s a strategic and measurable part of an overall marketing program. Understand first the difference in paid advertising and PR. With paid ads, you know exactly what you get when you negotiate with the media outlet. With PR, you must earn exposure based on the strength of the story. Know your goals up front as to what you want to accomplish. Look for quality PR, rather than quantity. I always tell my clients, I would prefer a good strong positive story in a top level publication, or broadcast property, rather than a bunch of little stories on websites of small publications that get very little exposure. Before you hire a PR agency, make sure both parties agree on what kind of measurement is used to gage success.
Finally, make sure your PR agency has relationships with media. Often times, a good PR agency can simply pick up the phone and get a story published or on the air, based on a previous track record working together. Most important, find a PR Agency that is respected in the community.
Forbes Magazine wrote an interesting article at to what to look for in a PR agency Forbes Magazine story. If you would like to sit down and talk about your business, political campaign or PR issue, let’s have a cup of coffee in my new offices at Tivoli in Las Vegas. Just give me a call at 702-545-8777, or email me at Tom@LetiziaAgency.com