Leveraging Geofencing and targeting local voters for Political Campaign Success

Today, I'm sharing two keys to improve your political campaign marketing.

Both will increase reach and frequency of your political ads and keep your name top of mind with potential voters. The first is adding addressable geofencing to your mailer list. This will keep your mailer relevant for the next 30 days. The second key, is targeting a national political database and identifying the best targets in your geographical area.

In today’s digital age, political campaigns need to be as strategic and targeted as possible. Imagine if you could identify any number of targeted voters in your area and put your message in front of each of them up to 120X each per month. How many additional votes do you think it would give you with that much frequency? This is where geofencing comes into play, a powerful tool for political campaigns looking to maximize their reach and impact.

The First Key: Adding Addressable Geofencing to your political campaign

What is Geofencing?

Geofencing is a location-based service that uses GPS to create a virtual boundary around a specific geographic area. We capture any internet connected device inside the geofence and add them to your voter list. For political campaigns, this means you can target voters within a specific district or region with tailored messages and ads. These ads follow your voters for the next 30 days. We can put your ad in front of them on their desktops, laptops, tablets, smartphones and connected TVs.

Why Geofencing is a Game Changer

1. Precision Targeting: Geofencing allows campaigns to target voters in specific locations, ensuring that your message reaches the right audience. Whether it’s a particular neighborhood, district, or city, geofencing ensures that your ads are seen by the people who matter most. Using your address list from your political mailers, we can geofence each address on your list. This allows you to keep your digital message in front of the same people, who receive your mailer, for up to 30 days.
2. Increased Engagement: By repeatedly targeting voters in a specific area, you can increase the frequency of your message. This repetition helps reinforce your campaign’s key points, making it more likely that voters will remember you when it’s time to cast their ballots.
3. Cost-Effective: Traditional advertising methods can be costly and often have a wide reach but low impact. Geofencing, on the other hand, ensures that your budget is spent on reaching the most relevant audience, providing a higher return on investment.
4. Real-Time Analytics: Geofence reporting provides real-time data on how voters are engaging with your ads. This data can be invaluable for adjusting your campaign strategy on the fly, ensuring that you’re always maximizing your impact.

The Power of Geofencing in Political Campaigns

Consider a scenario where a political campaign used geofencing to target 12,432 voters in a key district. By sending out targeted messages 120 times to each voter, the campaign is able to significantly stay top of mind with the voters. The strategy focuses on delivering personalized content, reminders about voting dates, and information on key campaign issues directly to the voters’ smartphones and connected devices.

How to Implement Geofencing in Your Campaign

1. Identify Key Areas: Determine the geographic areas that are most critical to your campaign’s success. This could be swing districts, areas with low voter turnout, or regions with a high concentration of undecided voters.
2. Create Targeted Content: Develop ads and messages that are tailored to the concerns and interests of the voters in your target areas. Personalized content is more likely to resonate and drive engagement.
3. Set Up Geofences: Work with me to set up geofences around your target areas. Ensure that the geofences are accurately placed to maximize coverage.
4. Monitor and Adjust: Use real-time analytics to monitor the performance of your geofencing campaign. Adjust your strategy as needed to ensure you’re getting the best results.

The Second Key: People-Based Marketing

While geofencing provides a powerful tool for addressable-based targeting, people-based marketing offers another critical layer to a successful campaign strategy. This approach focuses on targeting individuals based on their behaviors, preferences, and past interactions, rather than just their physical location.

1. Behavioral Targeting: Utilize data on voter affiliation to tailor your messages. This includes targeting voters based on their browsing history, social media activity, and engagement with previous campaign materials. By understanding what issues matter most to each voter, you can create more relevant and compelling messages.
2. Audience Segmentation: Divide your audience into segments such as party voters, independents, and undecided voters. Tailor your messaging to each group. For example, reinforce your core messages with loyal voters, provide detailed policy information to independents, and address common concerns and misconceptions for undecided voters.
3. Cross-Channel Consistency: Ensure that your message is consistent across all channels. Whether voters are seeing your ads on social media, receiving emails, or encountering your messages through geofencing, the core message should be unified and coherent. This helps build a strong and recognizable campaign identity.
4. Personalized Engagement: Use data to personalize your interactions with voters. This can include personalized emails, targeted social media ads, and direct mailers that address the voter by name and reference specific issues they care about. Personalized engagement increases the likelihood of voter response and support.

Combining Geofencing and People-Based Marketing

By integrating geofencing with people-based marketing, political campaigns can achieve unparalleled targeting precision and engagement. Geofencing ensures your message reaches voters in key locations, while people-based marketing ensures the message is relevant and personalized to each voter’s interests and behaviors.

Conclusion

Geofencing and people-based marketing are powerful tools that can give political campaigns a significant edge. By targeting voters with precision, increasing message frequency, and leveraging real-time data and personalized engagement, campaigns can maximize their impact and drive voter turnout. If you’re running a political campaign, consider incorporating these strategies to ensure you’re reaching the right voters with the right message at the right time.

If you would like help with that, reach out through my office, 717-901-3461

Hashtags: #PoliticalCampaigns #Geofencing #DigitalMarketing #VoterEngagement #CampaignStrategy #PeopleBasedMarketing