Your baseline poll has helped you identify supporters and sharpen your focus. Now you need to reach voters with your message. There is an old saying that campaigns should "dominate the dominant medium". This means that you first have to determine the best way to reach your constituency. Larger markets may require television or radio, while smaller markets are most efficiently reached by high impact direct mail or even by a sign on a neighbor's lawn. And of course, nothing beats the impact of a candidate knocking on a voter's door!

Using poll data, we can create appealing direct mail that voters actually read as well as help craft memorable television and radio campaigns. The sign of an inexperienced campaign is spending money on several different marketing avenues without making a significant impact in any of them. Whatever the dominant medium is for your constituency, the candidate who focuses their resources on that medium has a strategic edge come Election Day.