Working With Us | Products | Case Studies | FAQ | About Online Media

Whitman’s Strategy


She didn’t win but Meg Whitman’s online strategy was a sound one for candidates at all levels to follow as Kate Kaye explains in her ClickZ post today. The campaign spent a lot – roughly $3 million – but that was still only small percentage of the $100 million-plus Whitman spent on all ad efforts.

Here’s Kaye’s story.

The Whitman campaign followed most of the golden rules: Start early. Target and optimize your efforts. Don’t just looking at political ‘pages’ for ads but at an overall online media strategy that combines smart use of targeting with media buying at the local level. We’d also point out the lack of emphasis on search-based advertising.

The only point we here at Spot-on would add: You don’t need $3 million to do this. The strategy Whitman used can be scaled down to the local level very nicely. Feel free to ask us how.

Share  Posted by Chris Nolan at 9:38 AM | Permalink

<< Back to the Spotlight blog

Chris Nolan's bio
Email Chris Nolan

Get Our Weekly Email Newsletter

What We're Reading - Spot-On Books

Hot Spots - What's Hot Around the Web | Promote Your Page Too

Spot-on Main | Pinpoint Persuasion | Spotlight Blog | RSS Subscription | Spot-on Writers | Privacy Policy | Contact Us