With the 2012 presidential election just a few weeks away, candidates are embracing new forms of technology in an effort to reach out to voters and explain their stance on various issues. Twitter, Facebook and other social media sites have exploded with political opinion, from local elections to national ones.
However, according to an article from The Washington Post, direct mail is still a highly sought after form of communication. The two campaigns of President Barack Obama and Republican nominee Mitt Romney, for example, have spent nearly twice as much on old-fashioned fliers, get-out-the-vote cards and other forms of direct mail as they have on internet advertising, according to disclosure data and campaign aides.
Paul Bobnak, research director for DirectMarketingIQ, a Philadelphia-based target marketing firm that tracks campaign mailings, told the news source that this tactic is still a huge aspect for political fundraising and messaging.
“The power of it is still huge because it’s reaching that age group that includes baby boomers, who are still largely more comfortable with direct mail than other, newer forms of communication,” he said.
While this blog has previously mentioned how some companies are combining direct mail with newer technologies – using computer chips to track consumer preferences, for example – it’s still crucial for organizations to create a quality product for mailing purposes.
For example, using a laminating machine will give fliers or postcards extra protection, so they can withstand being sent through the mail. While political advisors still invest in broadcast advertising, internet campaigns and phone canvassing, direct mail is how they reach voters of all ages.
Furthermore, paper folding machines are a good investment for direct mail campaigns. They allow a uniform fold to be created on every document, every time. This will ensure a professional appearance for the designed product.