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.
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.