Winning with Psychographics
Psychographics is a marketing term for metrics that define a population’s attitudes, values, interests, lifestyles, behaviors and personalities relative to what motivates them as consumers. Some credit Trump’s win to his analytics team that mined bazigabytes of data from the consumer habits of voters to create psychographic profiles of every registered voter in the US.
At Digital Campaign Solutions, our approach for stimulating support and progressive voter turnout utilizes a hybrid of traditional voter segments derived from party voter lists, coupled with a simple psychographic model that describes four unique voter profiles.
1. Rational Voters: This group is distinguished by a high need for information relating to how a candidate will address specific social and economic concerns.
2. Emotional Voters: These voters are concerned about a candidate’s personality. They are motivated by feelings of fear, anger or optimism and they monitor the reactions that candidates evoke among others.
3. Social or Moral Voters: This segment includes voters for whom belonging to a particular social group (whether religious, ethnic, socioeconomic or other) prioritizes their voting choice. They are goal-oriented team supporters.
4. Situational Voters: The motivation of this group is focused on recent events, either personal or political. These voters are risk averse and believe that their voting choices will have an impact on the election’s outcome.
In total, these four voter types encompass about 85% of identified psychographic voter profiles, with Social Voters as the largest group at about 35% of the total voter population. We create a variety of campaign stories based on this psychographic strategy.
Crafting messages aimed at each of these psychographic profiles is key to motivating a large population of voters, and social media is the ideal platform to reach those voters through customized targeting. Nearly 90% of Connecticut’s population is online, and although about 50% of the population prefers receiving correspondence online, this platform is often neglected in favor of numerous direct mail campaigns.
TARGETED VIDEO STORIES
To leverage the impact of our email and social media strategy, we produce short video stories, which are proven to be 3 times more engaging than other forms of media on the web, and are far more cost effective than TV advertising. Using Facebook along with other digital platforms, we define customized audiences and receive daily analytics for each communication. This feedback helps us modify and refine the messaging, ensuring it reaches, resonates and motivates every type of voter in your district.
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