ScottRadio.com

2007-12-22T10:06:00.000-08:00

Penny for your thoughts – Political Fund Raising

The first thing I ask about when assisting a campaign is the fund raising plan. After twenty years of working with candidates at the Local, State and National level, one fact remains consistent: It takes money to win.

The issue of fairness is often discussed. I believe it is more fair than many realize. In 2006 I worked on the U.S. Senatorial race in Texas. My candidate was a virtual unknown. Raising money was difficult due to the entrenched incumbent. No one thought we could win. On election night we garnered over 1,550,000 votes. A Houston newspaper later stated that if we had a million more dollars and another month, we would have won.

I believe that the dash for cash is a fair test for a politician. According to Websters Dictionary, Politics is a “Competition between competing interest groups or individuals for power and leadership.” The competition for dollars is the first test. How a person mobilizes grass roots fund raising is indicative of the type of organization the candidate will construct. How a person persuades the large donors is indicative of how they will work with powerful people once elected. How a person budgets the funds and succeeds with the available resources is the best indication of how the candidate will manage the electorate's money.

To cry “I lost because I did not have enough money” is the easy way out. True, the candidate with the most money usually wins. But quality candidates, through smart money management, astute strategy, and cost effective use of the media can overcome this gap. We live in a world where enormous amounts of money are available from both sides of any issue. A quality candidate should be able to gather these resources and further close the gap.

Take time to develop your fund raising program and connections – even before you rent an office. Seek insight and counsel from any source who will speak with you. Be humble, yet determined. Essentially, be a sales person. Rule number one in sales: It takes seven interactions with a person before they consider buying. Do you have the tenacity to be in sales? To be a politician?

If it sounds like I am giving you advice on starting a business, that is because I am. There is no difference between the two endeavors, nor should there be.

2007-11-29T21:08:00.000-08:00

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.

2007-11-19T05:18:00.000-08:00

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.

2007-11-13T12:47:00.000-08:00

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.

2007-10-26T09:02:00.000-07:00

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.

2007-10-18T12:55:00.000-07:00

Media Love for Hillary Clinton Is a Republican Asset for 2008

I am not sure when it happened, but recently the American media decided that Hillary Clinton will be the next President. They didn't even wait for Oprah's endorsement. As a political consultant and researcher, I am used to rhetoric being offered as fact. But this time around, a new variable requires greater skepticism. In the 2008 Presidential election, will voters support a female?

The assumption is yes. The voices of this election refuse to address this issue in fear of being banished to the island of the non-P.C. In attempt to communicate forward-thinking views, serious examination of the gender effect has been omitted. “Look at me, I won't even acknowledge Hillary's gender because society has moved past this consideration.” But in fact, a real dialog on America's historical and continued evolution beyond discrimination has been lost. With over twenty years of political work, I know that selling a candidate requires answering the most difficult questions first.

In the 2006 U.S. Senatorial campaign, I was presented with a female candidate who was relatively unknown and saddled with a last name that was unwieldy. What to do? The logical solution was to emphasize her first name. The incumbent was also a woman and two very different female names was a good way to set up a natural contrast. We decided to change all of the print materials and yard signs to display “BARBARA.” I was confident in the decision, but needed research to confirm.

My firm (www.scottradio.com) conducts political research using a unique algorithm. Our results are trusted because of our accuracy. We included name response along with the issue research we did for this candidate. Surprise, over twenty percent of likely voters did not like the name Barbara. More importantly, they fell into two distinct groups which could be specifically targeted with a different approach.

Recent Gallop Polls have indicated that nearly 90% of American voters would support a female presidential candidate. This could be misleading, as it is the politically correct response to give. In my own surveys, I have inquired “Would you vote for a women for the office of ...?” This is quite different asking if a voter prefers candidate A over candidate B, where candidate A is female. It is not a matter of politics, but rather of voter evolution. The person who actually casts a ballot in America might not be ready to vote for a female in the quantity required for an Electoral College victory.

Scott Perreault is CEO of Scott Radio (www.scottradio.com) a Political Advertising Agency and Voice Works specializing in Radio. We represent National, State and local candidates or issue campaigns. Over twenty years experience. 2006-2008 Agency of record for U.S. Senate Campaign in Texas. We assist Independents, Republicans and Democrats. Scott Radio services include: Voice Work, Advertising Agency, Research, Publishing and Political Consulting.

2007-10-16T14:54:00.000-07:00

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.

2007-10-05T07:05:00.000-07:00

2008 Elections and Radio Advertising

With the 2008 campaigns underway, the question to ask is: “How do we get our message to the voters in the most cost effective way?”

Two key parts to winning an election are Name Recognition and Voter Connection. Having worked with all level of campaigns for the past twenty years, most recently the US Senate race in Texas, I know that radio is the most cost effective method to promote a candidate.
Name Recognition comes from repetition. There is no short-cut, no way around this. Heard enough times, a name gets remembered. Yard signs – those visual polluters – are the perfect example of a campaign's attempt to repetitively broadcast through a cost effective medium. However, this only works if the name is simple and the candidate is known. If funds are unlimited, feel free to stake your place in every yard. But if funds are tight, don't waste too much on signs unless your candidate is named John Wayne and he is running for County Sheriff (or some similar luck of the draw).

Radio achieves Name Recognition. It is more flexible and penetrating than any sign, flier or bumper sticker. Yet it remains short enough to avoid losing the voter's attention or, worse still, being seen as an annoyance. This is a name-brand country. Products are purchased based on confidence, familiarity and trust. Votes are cast in the same manner. What could be better for a candidate's branding than to be sandwiched between a Kraft and a Coke commercial?
Voter Connection depends on issue communication. Once a voter has committed a name to memory, the next step is to associate it with positive opinions. This is where radio shines over other mediums. The tone, sound and mood conveyed on air elevate the message and strengthen the bond with voters. Every radio commercial is a cost and time effective way to knock on a lot doors at one time.

In the 2006 US Senate race in Texas, over 95% of the population did not know who my candidate was as of July 2006. Four months later, with the use of radio (no billboards or major television) over 1,550,000 votes were cast for her. Everyone involved with the campaign knows that radio was the difference.

Scottradio.com - Political Advertising Agency and Voice Works specializing in radio.
Scott R Perreault (CEO, http://www.scottradio.com/) is the author of the new book “Effective Political Radio Messages and Robo Calling - The Guide for Candidates and Special Interest Groups”(ISBN # 978-1-885649-00-3). A must have guide for campaign managers, candidates, special interest groups and educators who live in the U.S. political world. (http://www.scottradio.com/campaignmanager.html) Designed for the 2008 campaign, this book offers a detailed outline on writing an effective political campaign commercial, the inside tips for obtaining the best radio station rates and robo calling script writing tools. After reading this short book delivered instantly in Adobe Acrobat or Microsoft Word so upon purchase you be armed with the required information needed for success in your local, State or National Election. (printed version and CD Audio Book also available)The author is a twenty-year political radio copywriter and professional voice that serves as media consultant for Texas Democratic US Senate Candidate.

2006-02-27T09:09:00.000-08:00

Using Radio Advertising Effectively in Political Campaigns

The worst week in the life of the radio station’s scheduling department is the week before election day. Every local, regional and national candidate expects to purchase as much air time as they can afford and demand the station find room on the daily commercial log for their message. The months of campaigning come to a crisis point and the mad dash to the radio stations ensues. Do you enjoy listening to radio during the last week of an election? Exactly. An endless stream of the same commercials repeated and repeated and, well, you get the point.

As a twenty year veteran in the radio industry Scott Perreault (http://www.scottradio.com/) understands how to maximize political capital and effectiveness in the advertising portion of the campaign as it applies to radio. Scott held the positions of radio station Sales Manager and General Manager in various markets. Scott understands this the reality of the situation.

The three rules for success are as follows. First, have an effective message. That is not to say the common reading of issues, rather a commercial or preferably group of commercials that leave a visual message. A message that reaches the voter. No one hears the screaming of issues among the six campaign commercial all airing in a row. One, two, three, four, five, six boring, screaming, mean spirited, brain numbing commercials. http://www.scottradio.com/ is one the best at creating a message that is effective. Second, purchase the radio time well in advance with sponsorships of news, weather or traffic as your first preference if they will sell these air times to a political concern. They cost extra, but well worth it because you separate your commercials from the others and in most cases the local announce gives a “tag line” such as “this weather brought to you by Vote for Senator Smith Campaign Fund…” Almost sounds like the announcer is telling his loyal fan base to vote for your candidate. Finally, have fresh commercials ready for the last two days of the campaign. A new radio commercial each day. Your candidate needs to sound topical and current.

Scottradio.com advertising agency and voice works has been trusted for over twenty years by local, regional or national political campaigns. Scott Perreault welcomes the opportunity to develop a message for your candidate that wins. Millions of dollars will be spent on radio advertising this political season. Will your candidate’s radio campaign be effective?

2006-02-24T06:38:00.000-08:00

Political Robo Calling that works

With the landscape of American politics becoming extremely polarized, the use of many different techniques to illicit a positive or negative response from the voters are being conducted outside of traditional radio and television methods. A new method of communication is with the use of Robo Calling. A taped voice being presented to the person who answers their telephone. A new spin on the telemarketing concept. We all know what high esteem the telemarketing industry holds in our society, the question is, can Robo Calling elevate itself to a status where individual households welcome and indeed listen to these calls?

Scott Radio (www.scottradio.com) is a radio political voice and script writing organization recently conducted an informal survey of over three hundred households who had received a Robo Call during the last election. The results were surprising. The vast majority did not find the call negative. Most found them informative. A common reply was they felt “included” in the process. If a friend had received a call and they did not, it was considered a reason not to vote for that candidate. Unlike sales people calling to ask for money, the Robo call is not seeking money, rather a much more valuable item, of which every adult has just one to give. A vote. The overwhelming result of the survey is Americans remain proud. While in the world of consumerism, some individuals are thrifty while others spend until the credit card is declined, in the matter of our one vote, we remain cautious and prudent on how we use it.

The one strong comment during the survey was the approval of Robo Calls from male voices who were not aggressive, yet were not drone. The research shows that Robo Calls from the candidate were not well received. Candidates often delivered an impression of being long-winded, begging or disrespectful. If you are considering the us of Robo Calls, you need to do everything in your power to ensure a benefit to your candidate, rather than creating a negative impression that results in a old fashion lynching on election day.