The 2018 midterm elections are already in warm-up mode with nearly 2,000 candidates registered for 33 U.S. Senate seats. Add to that the thousands of House seats, gubernatorial and other statewide positions, and local judiciary, School Board, and municipal seats and ballot issues, and you get an advertising bonanza that’s likely to total $8.5 million, up 2.5% from the last midterm election year in 2014.  The remarkable finding: More than half of the money is coming from Special Interest groups and PACs – all headed toward local or statewide markets.


When you finally get the opportunity to meet with a potential digital client in person, don’t waste it.  Here are 7 questions that will help you get the information you need to build a successful digital program.  These are not the only questions that may need answers, just a guide to help you navigate the digital conversation.

  1. Tell me a about your business
    1. Follow-up questions are great to clarify confusing statements.
    2. Get clarity around products or services.
    3. Make sure you understand what they do.
  2. How long have you been in business?
    1. Family run?
    2. Any historical info of value?
  3. Have you tried digital marketing before?
    1. Again, follow-up questions are OK to go deeper if the client has tried digital.
    2. If they have, it’s OK to ask if they did it themselves or used someone else.
    3. Also ask, “How did it go?”
  4.  Who are your main competitors?
    1. Try to get at least 3.  This will help with a Vendasta Digital Footprint report.
  5. What differentiates you from your competitors?
    1. Products? Services? Quality? Delivery? Special recipes/formulas? Facilities? Longevity?
  6. What measurable goals can we focus on to help your business?
    1. The really should be measurable.  Increased in store foot traffic?  Visitors to the website?  Click-throughs? Leads? More dollars per customer?
  7. What does success look like?
    1. Short-term vs long term – try to answer both as many digital programs take time to unfold. Make sure there are no mysteries to what the customer’s expectations are.

These questions are here to help you control the conversation.  Don’t let the client go down rabbit holes or reminisce to the point of wasting time.  Keep control and move through the questions.  At the end, make sure you have everything necessary to build a program that will win for the client, and win for you.