We pay very close attention to target audiences, especially voters. Voters do not care about what you want to say and they rarely “listen.”
People are hungry for someone who will hear them.
So we listen to people carefully. Through polling, focus groups and using common sense we work to see what is happening in families. What are citizens worried about the most? How do they think problems can be solved? What do they want the future to be like?
Here’s a truth that most consultants don’t tell their clients or haven’t figured out themselves:
When we talk about ourselves, we lose.
When we talk about people, we win.
The formula is simple: Listen to voters, design messages that respond to their concerns, and communicate your message through a growing number of “media streams.” A “media stream’ is how we describe the content of the various media “channels.”
For example, we pay very close attention to the “channels” that are likely to reach our target audiences. Then, instead of just plunking down a big check at a television station or cable system, we will typically use multiple “media streams” spread across multiple “channels.”
Translation: We’ll recommend a mix of streams and channels in order to maximize audience exposure to your messages. A typical mix might include :15 Lead-in videos on a high use media stream focused on our target group; Billboard/print ad placement on high traffic web sites that attract our target voters. And highly targeted (i.e. cost controlled) placements on local television and cable. We’ve even used movie theater screen ads to reach a special section of an audience. And that’s just a few of the media streams available. Each one has an advantage or disadvantages. But one thing is certain: the new “game” revolves around which campaign or organization uses their limited resources to get the maximum impact.
Winning today requires you to “change the game” so that you outthink your opponent, especially if you’ll be outspent.
The last step is to turn our messages into powerful, award-winning media designed to grab attention and make sure your audience “hears” your voice.
And we make sure they know you are ready to start solving problems. Their problems.
Today, of course, just about anyone with a computer and camera can make a video.
And too often that’s the problem. Most of the campaigns that call us to “fix” their media slipped up when they turned over their public image to someone who has no political experience.
It takes a professional to get results from video.
Results get noticed.
Campaign Memo from The Media Guys