6 Rules of Paid Media
Paid media is advertising that you buy to move your message and connect with voters.
Follow these six rules to help determine your media strategy:
1. Dominate the dominate media
- Look at the size of the race and the geography / media markets in your area to determine the #1 media for your campaign.
- All other media should reinforce and extend this dominant medium and message.
2. Paid media works through repetition
- Avoid the “dabble” approach: A little radio, a couple newspaper ads, a direct mail piece and 20-30 cable spots means you’re not focused enough to create the message impressions you need.
- Target minimum frequency:
- Television: 3-7 times/ad- WEEKLY
- Radio: 6 times/ad- WEEKLY
- Direct Mail: 3-12 pieces for campaign
- Digital: 2x WEEKLY for video and 3x WEEKLY for display
3. Target media to your target voters
- What is your goal? Your win number? Your targeted voters? Determining the answers to these questions will help you choose a medium that best connects with these voters.
- Example: If your targeting says you need married women age 25-45 to win, don’t advertise in Senior Focus Magazine.
4. Go to where your voters are
- Paid media should reinforce field and earned media- everything in your campaign should convey your core message.
5. Timing is key
- Most voters make up their minds in the last 2-3 weeks – that is when most of your paid media should hit.
- Exception to every rule: that is also when the most clutter will be around.
6. Use media money efficiently
- You communicate to the number of people you pay for: cheap buy = few people.
- Avoid paying for media that goes to people who can’t vote for you.
- Another exception: sometimes the best media is the one that communicates with people who can’t vote for you- a lot of broadcast TV markets are like this.
Building a balanced, efficient and creative media plan- that you can afford- is not easy but the work you put into figuring it out will pay off when it counts.
