usps deck

Digital Direct MailFor Political

Introducing Digital Direct Mail

Cookie-less digital targeting that turns a home’s

Into their Modem and Router Digital Mailbox

Why partner USPS + Digital Direct Mail

2. Digital Delivery-Direct Mail Strategy

1. Integrated strategies work better

3. New IncrementalRevenue

2. Strategy After targets are determined, launch the digital campaign 48 hours prior to mail drop, once mailer hits, increase digital frequency for up to 4 weeks after physical mail piece arrives.

Digital delivery enables us to provide a much higher frequency (30x-50x) than direct mail, TV, radio, and print.

1.  Product Direct Mail has been a stable in the advertising industry for over 100 years. Digital Direct Mail elevates the direct mail strategy by providing a digital delivery, a higher frequency, and higher conversion rates.

3. Results

Rather than focus on CTR, we focus on true conversion. Client will provide a list of addresses/names for sales occurring during campaign period. Those records are cross referenced with who campaign targeted. We then determine conversions for target and control group, as well as the % increase for targets who received mail and digital ads.

An integrated strategy will always work better than a stand-alone. By combining traditional (direct) with non-traditional (digital direct) you increase visibility, ad frequency, and in most cases, yield a higher conversion rate.

Direct Mail + Digital Direct Campaign Strategy

Cross Channel Marketing

1+1=3 The use of one marketing channel (such as direct mail or internet) to support or promote another channel (such as retailing).

How can direct mail and digital direct mail meet the challenges of a political campaign?

Power of Direct Mail Digital Direct Mail

Higher frequency

Digital delivery

Quality data = quality campaigns

Match back Analysis provides concrete results on your campaign

USPS: Six Steps for Effective Omni-Channel Marketing

Here’s how it works:

We convert physical addresses to IP address so advertisers can serve targeted digital display with surgical precision to their intended target.

For Example

Typical match rate for B2C campaigns are about 50%- A list of 100k names would yield ~50k names to target- Creating a perfect A/B test pool for ROI calculation

Digital campaign would launch 7 days before and run through 7 days after mail drop

20x-40x digital ad frequency cap per IP address

Run Match Back after campaign ends- Attribute true sales conversions- Calculate campaign ROI

2. Strategy Serve targeted digital display and video ads with tailored messaging by political party at the IP/router level to the right voters 30-45 days prior to election with a 50x-90x frequency.

Cutting edge IP Targeting for political campaigns

Digital delivery enables us to provide a much higher frequency (50x-90x) than direct mail, TV, radio, and print.

1.  Product Using public registered voter information, we take a physical mailing address, find the Internet Service Provider (ISP) that particular voter uses, and obtain their individual household IP address. We use this IP address to send targeted one-on-one display messaging to the potential voter.

3. Results Digital political campaign results are measured by votes, not site visits, phone calls, conversions, or form fills. Political campaigns are about “how many times can we deliver our message to a person so they remember it when they hit the voting box?” The more touches, the better.

This patented technology has been used in over 400 political campaigns. IP Targeting is very effective with political campaigns, political action committees, and candidates running for elective office.

1) Direct Mail piece to voter household which triggers Digital Direct Mail campaign

2) Digital Direct Mail campaign launches targeting matched voter addresses

3) Target those household IP’s with digital direct mail and show banner with party specific messaging at 50-90x frequency

3) Campaign to run banner ads 30-45 days before election

*The biggest benefit Digital Direct Mail has over other digital targeting:

We can segment campaigns by political affiliation and thereby, tailor different messaging to each political party. Increase the relevancy and increase the engagement.

1

Plan of AttackUSPS determines ideal targets to be first client adopters of Digital Direct Mail with Direct Mail

2Launch USPS campaign targeting top candidates to pilot digital direct mail

4

Provide match-back analysis post campaign to determine results

5

Build case-studies for clients using digital direct + direct mail

3

Offer discount for trying out Digital Direct Mail, offer deeper discount for pairing direct mail/digital direct mail to new/existing clients

6Share success with all customers, educate on how they can use the same strategy

Case Studies

u  Targeted state legislators and fidelity voters in the targeted legislators district

u  Targeted state capital and the legislative officesu  75x per IP address frequency u  336,000 impressionsu  30 day campaign

This was David vs. Goliath, with a group of local entrepreneurs challenging one of the largest companies in the world…Having access to a tool like El Toro’s IP Targeting helped cost effectively level the playing field.—KCB’s VP, Phillip Dearner

In early 2015, The KCB was involved in the legislative fight for their lives against one of the largest brewers of beer in the world. KY-HB 168 was supported by the KCB’s memberships and preserved the long-standing 3-tier distribution system, HB-168 was intended to prevent Anheuser Busch from opening a new distribution center in Western KY. If the KCB lost, distribution of non-Anheuser Busch beers would no longer be distributed, which would’ve been detrimental to craft brewers in KY.

Kentucky Craft Brewers Association

0.64%Click Through Rate

800x the industry average CTR of 0.08

100% KCB won the election

Campaign Highlights:

Kentucky Judicial Primaries


The 2014 judicial primaries in in Jefferson County KY were unusual in that there were a large number of open seats and several candidates ran for each of those open seats. Jefferson County, the home of Louisville, KY, has a population of approximately 756,000 which makes it one of the top 50 metro areas in the United States.

Legislative campaigns in Kentucky are non-partisan because of the down-ballot nature of these races and are typically focused on name ID instead of larger campaign issues. An important part of the strategy for digital advertising campaign that El Toro implemented was to increase name ID for our candidates among likely primary voters.

u  El Toro targeted every voter county-wide who had voted in the last three or four Democratic or Republican primaries.

u  El Toro hyper-targeted two areas with a higher than expected turn out rate with an extra flight of display ads.

u  Targeted Republican primary voters in an area with a heated Republican primary.

u  Also targeted fidelity Democratic voters in an area with a hotly contested Democratic primary.

Win percentage of 75% 31% higher

than expected win

31% higher than expected win

17% more votes in the hyper-targeted areas

Political Campaign- Ballot Initiative



Internal tracking showed our client was trailing by 6-8 percent in a series of recent polls. With the impending election there was very limited time to use traditional media outlets to sway votes. El Toro implemented a targeted campaign of push advertising to voter’s home PCs.

We used client- supplied data of those who had requested a ballot, along with data on voter registration demographic data. El Toro then scrubbed this data against our proprietary technology to deliver display advertisements to these targeted voter households. Over the course of one week we delivered 120K impressions to this list of likely supporters.

Furthermore, being able to precisely target each vote by household allowed them to “present the best message for each voter” In other words better efficacy at 1/3 of the price.

95% of funds raised were from targeted houses

60/40 margin election win

17point improvement

“The ability to target to our message to different voters by geolocation and voter segmentation is something the other media platforms simply didn’t offer”



Mayor Eric Garcetti- Los AngelesWhile the majority of a political candidate's advertising budget is spent on TV, an increasing amount is being spent with online media. Our reseller's client, former Los Angeles City Council President and candidate for the 2013 LA mayoral election, Eric Garcetti, needed to stand out and gain an edge in the tight race against his opponent. The challenge is to cut out the noise of other candidate’s ads by purchasing only relevant impressions that can deliver tailored messages to specific sections of the electorate.

El Toro’s reseller, Engage:BDR, worked with candidate Garcetti's team to plan and launch an online campaign that targeted 500,000 voters in LA, focused on Spanish- and English-speaking Latinos, aged 18-46. Our targeting technology can uniquely target Internet users within a specific household.

7 Million impressions

17% higher CTR

500,000 voters targeted

“According to a report published by the agency, they delivered over 7 million impressions for the Garcetti campaign in just over two weeks. Engage:BDR claims that the micro-targeting campaign bought between 10% to 17% better click-through rates for Spanish-speaking Latinos and English-speaking Latinos ages 18-46.”

— Fast Company, Yes, Political Campaigns Follow Your Browser History Nov. 5, 2013

For more information or to get started today with Bann Business Solutions, please contact:

Contact

u  Email: [email protected]

u  Phone: 612.701.8078

u  www.bannbiz.com

Mike Bann