During a campaign, whether it is an election campaign or a campaign within a district or town, media advertising or poster and leaflet distribution are no substitute for direct contact. Door-to-door is one of the most important forms of direct marketing (other forms include organising meetings and debates). It is one of the most time-consuming ways of conducting a campaign, but it is also one of the most effective. If we come to somebody’s home, there is a much greater chance that he or she will remember us (compared to, say, reading our leaflet or an article about us in the local press). Door-to-door campaigns are always worth doing even if we are inexperienced. It may be that someone is more willing to vote for a slightly lost-looking young person who knocks on their door and presents his or her programme than for a completely anonymous individual displayed on a leaflet left in their postbox. Remember that people/voters appreciate effort. Visual impressions are most important when it comes to direct contact. That is why, when conducting a door-to-door campaign, the focus should be not only on the verbal message but also on non-verbal signals: appearance, gestures, facial expression, breathing, attitude, tone of voice, etc. In direct contact, our credibility depends on whether our verbal and non-verbal signals are consistent. If they are not, the recipient will rely on visual signals, assigning them greater importance (she will trust what she sees, not what she hears).
Posted on: Thu, 06 Jun 2013 05:34:12 +0000
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