Lessons Learned from CampaignTech Chicago

A frontrunner in reporting on “tools, tactics, techniques, technologies & strategies of the political consulting profession,” the Washington-based news source Campaigns and Elections hosts many conferences for professionals existing in the space of politics, advocacy, and consulting. While educational, informative, and a good place to network, the conferences are also a great place for consultants to come together to share ideas and tips within their industry.

At this years CampaignTech in Chicago, speakers from around the country joined to share their insight on the most innovative and important topics in politics and advocacy today. Among the takeaways, emphasis was placed on online polling, effective email outreach, and the importance of data technology.

The first topic, online polling, was spoken about as underrated in terms of effectiveness. Generally speaking, online polling is conducted to offer deeper insight into a topic, constituency or specific advocacy group. A frontrunner in the space is G2 Analytics — a company that specializes in online polling and targeting. Their process of message testing is simple: they ask online users their opinions on a certain topic, candidate, or issue and ask them whether they agree or disagree. Binary message testing is innovative in the way that it simplifies data returned to the client, instead of traditional dial testing which offers a range of numbers reported by the individual that was polled.

Another key focus of CampaignTech was prioritizing effective outreach. Whether through text message or email, reaching individuals on a personal level is crucial to a successful outreach campaign. Further emphasis was placed on relationship-focused email outreach. Although it seems outdated, the fact that people check their emails multiple times a day demonstrates that email is still a relevant part of our lives. Resolutely, reaching people on a personal level increases the possibility of effectiveness. In fact, statistics show that 1:1 marketing results in an 18% increase in annual revenue. Reaching individuals where they are with a message they want to hear begets more revenue and happier clients.

In addition to email users, multiple speakers also touched on the growing importance of SMS outreach. Most Americans have cell phones, and most Americans also check their cell phones multiple times a day. SMS targeting is effective, in that it has a 99% read-rate among consumers. Similarly with email, companies now have the ability to reach individuals on their personal devices with a targeted message, resolutely empowering them to donate, act, volunteer, or whatever else the outreach campaign is attempting to achieve.

Finally, speakers at CampaignTech emphasized the importance of employing and understanding data technology. One repeated point was guaranteeing a steady understanding of where exactly data comes from. By using spotty data, the messages attempting to be sent could be lost in translation or sent to the wrong individuals. Another important message regarding data technology is brainstorming different data types and how exactly to use them to tailor your specific message. Employing different tools such as demographics, web browsing, activity, and sign-up sources further ensures effective targeted outreach.

An innovative and informational conference, CampaignTech accomplished its goal of uniting people of the same profession to learn from and with each other. While many topics were covered, the most important takeaways are in the realm of online polling, the importance of personalized outreach, and understanding data technology.

Article originally published on October 4, 2017.