Reaching the Absentee Voter

I never understand why absentee ballots rarely get the intense attention they deserve. I suspect a lack of financial resources is the reason. But with continually low voter turnout, absentee ballots are becoming more important.

A campaign's media budget is often composed backwards, starting on election day and accruing back as many days as it can afford. Understandably, early absentee voters rarely get allotted significant funds. At best, some candidates are in the position to air some commercials when the absentee voting begins. There is a golden opportunity, missed by most.

I often remind candidates that they are no different than car dealers. Political ads are sandwiched between soda and automotive commercials. It is the time to sell, to motivate. If a car dealer could air commercials for one month and be the only dealer advertising during that time, he would jump at the opportunity. Competition requires larger advertising budgets.

Absentee balloting is the perfect time to get a jump. In most cases, you will be the only candidate advertising. You will lay an early foundation for your campaign. Your candidate will be introduced as an educator and friendly person. Negative messages will not be part of the equation yet. Be sure not to mention any competition, since they likely won't be on the air yet. Don't give them free play.

Finally, make absentee voting appealing. Educate the voters on the ease and benefits of voting this way. Spend the first thirty seconds of the commercial introducing the candidate, the remaining thirty seconds explaining the process.

Many radio markets may not offer the candidate political rates as it is too early for such discounts. However, the advantage gained from being the only candidate airing commercials is worth it. You will not need to purchase as much time since your message will be heard without the clutter of multiple political advertisements. For the campaign that can afford it, cultivating the absentee ballot is a golden opportunity.

Other Recent Articles by Scott Perreault...
Are all voters equally important?
Must local candidates be sold political advertising rates?
2008 Elections and radio advertising.
Political fund raising today.
Praying for rain on election day.
Effective candidate radio commercial tag lines.
Candidate survival guide.
Using radio to win an election.
Lost Generation...Reaching the young voter.
Raising Money For Your Campaign, Fast!
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