YES … IF YOU KNOW HOW TO DELIVER THEM
Endorsements are everywhere in our proliferated media culture. Whether it’s a celebrity promoting a product or a politician or organization endorsing a candidate for office, we are constantly being bombarded with various imprimaturs – seals of approval seeking out our money or our vote.
Obviously all endorsements are not created equal – and even the most valuable endorsement can be wasted on a bad product or politician. But our research has shown that the right political endorsement – delivered the right way – can have a significant impact in turning out voters.
Market Research Foundation (MRF) conducted electoral research in Virginia’s gubernatorial election last fall endeavoring to gauge the impact of the Northern Virginia Technology Council (NVTC)’s endorsement of Republican nominee Ken Cuccinelli.
This experiment – outlined in the report below – revealed that “point-of-sale – door to door, face to face – distribution of information has a significant impact in turnout and issue awareness.”
This is why companies like Verizon are redirecting significant portions of their ad budgets back toward door-to-door sales – previously viewed as an antiquated method of information delivery. The U.S. Bureau of Labor Statistics recently predicted door-to-door selling would decline by 18 percent by 2018 – but that hasn’t happened. In fact after a modest decline during the peak of the recession in 2009, direct selling climbed by 0.8 percent in 2010, 4.6 percent in 2011 and 5.9 percent in 2012.
Campaigns should take note – especially in light of MRF’s Virginia research showing a nine percent increase in turnout in Virginia amongst those who personally received information about the NVTC endorsement of Cuccinelli.
For more information on MRF’s research, click on the link below …