Thursday, March 15, 2007

From the TV Screen to the In Box: Creating an Integrated Political Marketing Approach: quotes and notes

The event openned with graphs and pi charts showing both the rise of spending on media and which candidates spent the most.

How much will campaigns spend online in 2008?
  • Including advertising, email marketing and web development, campaigns spent 39.8 mill online in 2006, an increase of 36.3% over 2004 and 726% over 2002
  • Approximately Three-fourths of online spending is geared towards e-mail marketing campaigns that relate to fundraising
  • Online spending is expected to double in 2008 as online video advertising and local searching advertising become more prominent
Mike Zanels: "As TV becomes more interactive, advertising will become more interactive."
He discussed how the NCAA tournament is broadcast online, which led him to say "I think today is officially the least productive day in America."
"This is the future. It's such a powerful tool."

Eric Frenchman, Chief Internet Strategist Connell Donatelli Inc.: "Just Steam it" is his philosophy because "online video outperforms traditional TV"
  • Right audience
  • More action, more options
  • Superior tracking
Michael Bassik: Traditional direct mail firm asked him to start an Internet division
He was very involved in bringing Kerry's campaign online
"Most of the money, 99.9% of the money in my estimation that is being spent online is being spent on infrastructure and technology and not on advertising."
"The point I'm trying to make in this presentation is that integration works."
"What I've seen personally first hand, is political campaigns are actual taking a step back. There was less integration in 2006 than in 2004."
"I hope the trend changes but I'm not so confidant."
"This notion of being a test ground just doesn't fit with political campaigns."


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