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3 Minute Read

Low Cost Ways To Reach Your Key Targets

We often hear from public affairs organizations who have an important issue, but a small budget to work with. These organizations have often been pitched on expensive, legacy influencer targeting tools that would bust their budget. They have been told this is the only option. But the truth is there are better alternatives.

In today's short read, we show you how to reach precision targets and their influencers at a price point that almost any campaign can afford.

Precision Targeting Is The Key To Containing Costs

Let's take this scenario—you have five key targets who will decide the outcome of your issue, but the budget is tight. Legacy influencer targeting tools would cost you between five and six figures just for the data, before you've run a single ad.

Here's what you can do instead:

🔱 Step 1: Home-By-Home Geofencing

With home-by-home geofencing you can reach key decision makers for just a few hundred dollars. This tactic is based on precision GPS-location data that major retailers rely on extensively to serve ads to people in their stores and competitors' stores.

You'll hear shifting explanations about why some digital vendors don't offer this option. But the truth is they just prefer to sell you something more expensive, even if it over-serves your needs.

Even in large campaigns, home-by-home geofencing should be the table stakes before considering other tactics. It's how you ensure you are reaching precisely your targets, and delivering your message to them as many times as possible.

🔱 Step 2: Natural Language Processing

Natural language processing (NLP) is a branch of AI that has radically disrupted expensive, legacy influencer targeting tools. With NLP, we instantly find people consuming steady amounts of content about the decision-maker, and then retarget those audiences across the open web.

Try this quick thought experiment to see why NLP works so efficiently. Imagine you're trying to reach Congressman Brett Guthrie. Now imagine someone who is an important influencer to Guthrie who never consumes content about him. We'd suggest this is impossible to do. Maybe his dog?

Because NLP relies on AI to instantly find this audience, you don't have to pay for the expensive costs of manually compiling influencer targeting sets. In fact an effective NLP campaign can be run for just a few thousand dollars.

🔱 Step 3: Low Cost, AI-Driven Creative

To deliver your message cost-effectively you also need low-cost ad production. This is another area that AI has transformed. With the latest AI-driven production tools, we now create studio-level quality ads at 4-5x lower prices than traditional ad production costs.

Click here to see the latest AI-driven ad production in action.

Three Ways To Operationalize This Email

🔱 Review a past campaign with a limited budget. Did you run paid messaging at all? Consider what impact could you have had with a precision-targeted campaign.

🔱 Think about a current issue you're working on where the budget is tight, and ask yourself if there is a discrete set of targets who would be valuable to reach.

🔱 Review your current paid media options and consider adding lower cost alternatives like home-by-home geofencing, natural language processing, and AI-driven ad production.

🔱 If you're enjoying this content, please consider forwarding this email to a colleague or friend. If you'd rather not forward it because you think the content makes you seem smarter compared to that annoying co-worker, we understand.

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