From Zero to 1.5 Million votes in three months

In July of 2006 less then ten percent of Texans could identify the Democratic Nominee for U.S. Senate. When contacting potential donors, cold shoulders were much more common than checks. As the media advisor and Advertising Agency of record for the campaign, we faced quite a challenge: Create positive name recognition, motivate voters and reach the entire State of Texas with a budget less than $500,000.

We adopted a three-pronged approach. First, brand the candidate's name. “Radnofsky for U.S. Senate” was too bulky to work with in a short time frame. Instead, we focused on her first name, Barbara Ann. We surveyed responses to her name along with polling and issue research. Overwhelming, everyone recalled her first name after hearing it only once. We changed the yard signs, the media releases, the fliers, everything. Barbara Ann became not only the name of the campaign, but the feel and image as well.

Next we had to spend our scarce campaign advertising funds efficiently. Texas is a huge State with four major markets: Houston, San Antonio, Austin and Dallas/Fort Worth. The cost of advertising in any major market is significant, so Texas can get expensive. Radio was the most cost effective method. In the last week of July, a full month before other political commercials started airing, Texas was introduced to Barbara Ann. We started buying airtime before the cheaper political advertising rates went into effect because the lack of competition on the dial offset the cost. We wanted our initial introduction message sandwiched between department store and car dealership commercials, rather than other political commercials. The impact of introducing Barbara was immediate in the polls.

Finally we had to have a branding slogan that was lasting. A jingle, a saying... a hook. We could not afford large schedules, so each commercial needed to stand on its own. The Beach Boys song "Barbara Ann" provided an idea. At the end of every ad I spoke in a specific cadence the words, “This November Texas will be voting for Bar-Bar-Bar, Bar-Bar-Baran.” There was no music or singing. I tested the commercials on two conservative women ages 54 and 65. Initially, they were lukewarm. Twenty-four hours later, neither of them could get the song out of her head. They did not actually hear the song, only my specific inflection and crafted design of the name Barbara Ann. Two weeks later the results from the polling were clear: Texas would like, remember and vote for Barbara Ann. Once the commercials aired, Barbara Ann was greeted on the streets with the chanting of “Bar-Bar-Bar, Bar-Bar-Baran” The effect was greater than we could have imagined.

Three months later on November 7th, over 1.5 million Texans voted for Barbara Ann Radnofsky.

This first time candidate – totally unknown and considered dead in July – became a household name by November. The political future for Barbara Ann is bright as she weighs her options in 2010. The Texas Attorney General race may be the next time Texas starts singing along with Barbara Ann.

The Lost Generation...How to reach young voters.

I am constantly amazed at the media play given to the youth movement in American politics. It is presented as if there is a revolution of sorts. Well I was once part of a youth movement in 1980 when John Anderson was an independent candidate for US President. The college campuses were full of students like myself who felt the energy of something new. More recently in Minnesota, young voters were given much credit/blame for electing a pro wrestler Governor. Despite this never-ending “news” story, nothing really changes. The motivation for the younger voter is simply different than for the over-thirty crowd.

What I do not understand is why candidates do such a poor job reaching these voters. We have long mastered the ability to target advertising to specific demographics. Don't try to sell children's toys during a football game. So why not apply such simple logic to the young voters?
In my specialty field of radio, it is easy to create messages that appeal to the angry, disenfranchised and revolutionary spirit that lives in many young adults. Seeking to find self and success while dealing with the financial challenges of life fuels a lot of strong emotions and opinions. One of the many great features of radio is the ease of reaching the demographic in most markets. The stations that attract the younger voter are obvious, but the design of your political commercial needs to be equally obvious.

You do not need to resort to profanity to reach the younger voter., nor do you need to load the commercial full of current catch phrases. This demographic is not stupid, just younger. When you were twenty-three how did you react when treated anything less than an adult? What you need is the insight of a political copy writing professional who has the requisite experience required to reach this generation of voters.

Will it make a difference? In some elections, it is difference between victory and defeat. If you are a candidate seeking office for the first time, you need to reach this demographic. Without even providing one positioning statement, you can form a bond with the young voter. It is my experience that this generation is not lost, simply ignored.

The Radio Tag Line Defines the Candidate.

The Federal Elections Commission (FEC) now requires a tag line on all radio political advertisements. The candidate, in his own voice, must identify himself and state that he endorses the communication. Many felt this change would effect the aggressive nature of political advertising. In fact, it has become an unexpected asset for candidates who can afford radio advertising.

Through my political advertising agency, which is dedicated solely to radio, I have seen the content and character of commercials change, but not necessarily in ways the FEC intended. The harsh, and sometimes cruel, attack ads of the past are still with us today. But more importantly, the tag line has given candidates a valuable way to convey personality and humanness in every message.

In order to win an election, a candidate must be “liked,” on some level. More specifically, voters must feel a connection. A seven to twelve second voice tag at the end of the radio commercial can communicate professionalism, assertiveness, confidence, and even a smile. It can wed the message with the personality.

It is important to limit the candidate's own voice to just the tag line. There are many problems and risks involved with having a candidate record an entire commercial. An improper inflection, tone or word can offend the voters. Recording one spot, let alone several, is a very time consuming process. And, no matter how great a candidate's public speaking skills, the message is always best delivered by an experienced and meticulous voice professional.

Using the same tag line during the entire campaign builds familiarity. All messages start out on the kinder gentler side during a campaign cycle. Building this foundation allows for more direct and even negative commercials as the campaign builds to election day. The contrast created by an attacking message, followed by a familiar and positive tag line is invaluable. Employ a professional who understands politics, radio and the image the campaign want to present.