So you're down to the wire, one week left to go. You've spent all your money on mailing that last beautiful mailer, and you notice that your competitors all have banner ads on the local press web sites. Wait! you say, I want that. I need some last minute flash for the finish. You call your consultant, the designer, the ad people. You can get in, but just barely. You didn't budget for this, but what the hey, you'll just make yourself another loan. You're hoping for a big win. At least some kind of win.
You can do this and sweat it, or you can plan ahead. Budget for last minute needs you may not anticipate. Will the other side send late mail, maybe even a hit piece? You want to be ready, not scrambling for a quickie mail piece to hit back.
Budget wisely, plan ahead; but don't horde the cash - it won't do any good in the bank on the day after the election; and you'll be in good shape for the dash to the finish line.
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