Here in beautiful Long Valley NJ we are in the midst of a pretty hotly contested race for 2 seats on the Township Committee. One of those seats looks like it is going right back to current Mayor Kevin Walsh but the other seat looks like a battle. There are 2 Democrats running, but well in Morris County that's a bit of a challenge (that was nicely said, right?). Howard Popper is the other Republican running and this spurred another Republican (that's what I was told) to run as an Independent and his name is Rich Reilly.
Now not going into who I'm going to vote for (secret ballot kind of thing), Howard Popper made what looks like a huge error in dropping a negative direct mail piece Personally being involved in politics I know and understand what it means to go negative, but in this town that's a risk because people here don't like to see their dirty laundry, right or wrong. The other mistake Popper made was sending a direct mail piece which of course yours truly didn't read.
So how does Rich Reilly respond? Simple with an email blast that goes point by point to show how Howard Popper was stretching the truth and running a negative campaign. This is BRILLIANT. The email which may be the last word on the direct mail piece can live forever and get circulated among friends while the direct mail piece that Popper sent out is most likely ending up in the trash heap. I friggin LOVE THE RESPONSE and it also came very quick.
Continuing the response on the internet is really the way to go where people can have an ongoing conversation. Reilly's website could have used a little help because this Firefox user couldn't read the mouse print. One more trick he could use is post the email response on his website and for the next 5 days run some Google and Yahoo ads geo-targeted to Long Valley to drive people to the response. Nicely done, Rich.