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 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.

Political Research - Praying for Rain on Election Day

Running for office at any level requires a myriad of skills. Resourcing, outsourcing, researching, fund raising, run-blocking, bullet dodging, story spinning...and, er, maintaining brevity of message. Over the past twenty years as a political and media consultant, there is one desirable skill I have yet to obtain. I can't control the weather.

Don't worry, my desire is not to out-maneuver the Justice League of America and topple world governments with some grand plot worthy of the comics.

Research and polling are, of course, part of any comprehensive approach to election day success. If you have a small budget, do random polls of fifty people in your district. If you have the funds, hire a professional firm to map the landscape. We all know that this research 1) ascertains your probability of success and 2) plots the path to success. It is important to realize that it also can show you under what conditions success is most likely. How will you feel if it is in your best interest for most of the electorate to stay home?

Even when you perfectly research and analyze, sometimes a lucky event is needed. Bite the bullet and admit you are in it to win; pray for rain and let them stay home.
Even when you have done all the research and have all the data at your disposal, you miss the critical connection. Suck it up and learn a hard lesson, for not even rain may save you. I have a good example of this situation.

As media advisor for the 2006 Texas U.S. Senatorial candidate, I did extensive research. No assumptions were made. The candidate was Barbara Ann Radnofsky – a last name too difficult for traditional recognition techniques, like repetition. The campaign planned an entire media approach around the name “Barbara Ann.” How much more Texan can you get than “Barbara Ann?” Overnight the yard sign and bumper sticker design changed. Print media and banners at events displayed “Barbara Ann.” Most made the assumption that the label “Barbara Ann” was the best choice. I did not.

Experienced political consultants are cautious: too many years, too many assumptions, too many burns. In polling, I included questions about “Barbara Ann.” The most basic question was, “Do you like the name 'Barbara Ann?'” Twenty-one percent did not. This percentage fell into two age and ethnic groups. The old yard signs were still sitting in storage. We could have easily distributed them on a geo-demographic basis. We could have easily customized emails to these groups.

But it was too late. So, do your research. Never hesitate to run a regression of one statistic against another. Always poll on questions that challenge your core assumptions and strategy.
Be ready to pray for rain.

Are All Votes Equally Important? The Art of Political Triage.

As a media consultant and advisor during a major political campaign I am often asked to field inquiries from supporters of the candidate. Many have words of encouragement, some have constructive criticism and some have serious emotional issues requiring professional attention. If you have ever been part of a political campaign you understand my words.

From the moment campaign headquarters' front door swings open, the nature of the beast is apparent. Imagine the excitement and affirmation felt when the first volunteer walks in to sign up. Now imagine what dark details you might not be aware. Say, perhaps, that this person has been kindly removed from every campaign headquarters in this past thirty years. “People issues.”

Many people don't anticipate having to be a personnel director. But someone has to do it. Read books on the art of rejection: How to fire, how to say no, how to remain polite. Each volunteer has unique motives for helping the campaign. Few are sinister, most are heartfelt and true. Respect the differences, but demand they work within the framework and structure you have put in place.

Despite best efforts, eventually the tough question must be asked: Are all votes equal? The public answer is always Yes. In reality, this is not the case. On some level it is all quid pro quo. You must develop a finely tuned filter – know where to draw the line. Most cold calls and emails will serve only to distract. Have a standard thank you email reply form. End the dialog quickly. Stay true to your message and maintain your campaign's integrity.

Radio stations treat listeners the same way you should treat solicitous voters. They certainly don't play every song request called in. They have invested millions of dollars in staff, equipment, advertising, programming and market testing to target a specific audience. It is important to understand that the typical request caller might not be a good match for the typical listener. Similarly, complaints about the music come from individuals. No matter how many complaints are received, the station knows its music is the best fit for the target audience.
This isn't to say such input should be brushed off. When a listener calls to complain about the music, he is made to feel that action will be taken. When a listener calls to request a song, she is told that it will play soon. Always listening, always placating, always providing a caring voice, but never deviating from the goal.

Take these lessons from radio and apply them to your campaign. Essentially, trust your numbers and demographic research. The angry listener will listen again. Unsatisfied voters will still vote – they called you, not the other guy. Stick with the message your candidate believes in and is supported by numbers.

Oh, and don't put it past your opposition to swamp you with distracting emails and phone calls.
Stay focused. Have responses posted and ready for all negative comments. In the end, they are unimportant.