Political advertising seems like a "no-brainer," but to take full advantage requires a serious plan. Even broadcast sites with sold-out onair inventory can sell-through digital properties, and create more inventory via partnerships. This white paper gives a step-by-step go-to-market battle strategy, and a worksheet to create a political advertising plan. Included are case studies from two local media companies who have successfully ramped up revenues (see also, case study on political packaging at Richmond Media Group, which doubled political revenues in the 2012 election season) and and a slide deck of statistics to use in competitive messaging.
Included in the white paper:
*A simple way to find all contacts who are spending money (without forming a research department)
*How to organize the sales team to win the political race
*Tools to train against competitive strengths and weaknesses of broadcast, print and direct mail
*Price and packaging multi-media specifically for political marketers (see also Richmond Media Group, which doubled political revenues 2012 for a full analysis of packaging)
*Technology partners and tools to add value or create better presentations
*Notes from two successful real world efforts
Download the attachment (please scroll down) below for the full report, a political strategy worksheet, and a slide deck of statistics to use:
The author, Alisa Cromer is publisher of a variety of online media, including LocalMediaInsider and MediaExecsTech, developed while on a fellowship with the Reynolds Journalism Institute and which has evolved into a leading marketing company for media technology start-ups. In 2017 she founded Worldstir.com, an online magazine, to showcases perspectives from around the world on new topic each month, translated from and to the top five languages in the world.
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