Sunday, March 27, 2022
Every serious election campaign should start with a baseline survey. Period. (When I say serious campaign, I mean a campaign with a budget of more than half a million dollars.)
Such a baseline survey should show you where the race stands, maybe test different possible scenarios, assess strengths and weaknesses of the various candidates, define low-hanging fruits and show opinions of voters on the main issues. It can also measure the power of possible endorsements. I had clients who wanted to test which nicknames to use. Fair enough.
All in all, a baseline survey serves as a basis for the campaign communication, messaging, timing, positioning and spending.
I always tell my clients: If you don't know where you started, how do you know you're making progress? Or making enough progress? Yet, some want to "go around" or spread some communication first before taking a baseline survey. It's like a pilot of an airplane saying: "I don't need the navigation system to start. I'll turn it on once I'm up in the sky and no longer know where I am." Good luck with that!
Dr. Louis Perron is an internationally renowned political consultant based in Switzerland. He has won two dozen competitive election and referendum campaigns in various countries. His clients include everything from mayors up to senators, members of cabinet, presidents – and a former Miss Universe.
Perron Campaigns
Dr. Louis Perron
Seefeldstr. 69
8008 Zürich
Switzerland