As marketers, we often feel like we’re walking through a minefield: meticulously reviewing analytics, acting on data insights, all while trying to get the most out of our clients’ advertising budgets.
Add to that the chaos of an election year that has already brought unprecedented surprises, and it’s like adding torch juggling to the mix.
It seems like nowhere is safe from the messages that dominate TV ads, social media feeds and digital billboards. This oversaturation can make it difficult for non-political messages to break through across all channels, but in some places political ads are particularly dominant.
Television and radio advertising are among the worst offenders. Political campaigns often occupy prime-time slots, leaving brands with fewer options and higher costs. According to Reuters, television media is taking “the lion’s share,“, which accounts for 71.9% of all political advertising expenditure.
Reuters also reports that spending on digital platforms, which traditionally have fewer political ads, is likely to increase 156 percent this year.
With political ads flooding every channel, how can brands stay relevant and connect with their audience without adding to the noise?
Customer sentiment mapping can help
During this time, a marketer’s job is to watch the mood of the audience like a hawk. You need to know what is important to them and how they feel about the political climate.
This is where customer sentiment analysis becomes crucial. It provides a guide to re-engineer your marketing strategy and ensure you don’t send insensitive messages.
Monitor keywords, hashtags and social analytics to gauge your audience’s sentiment and tailor your messaging accordingly.
Also, pay close attention to your engagement metrics. Do you see spikes in activity on certain topics? Keep in mind that spikes in engagement can be both positive and negative.
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Once you have these insights, don’t just sit there and take advantage of them; optimize your campaign. If your target audience is interested in health, subtly highlight the health benefits of your brand or community initiatives related to the topic.
Writing cross-party messages
Staying neutral is a delicate balance. You don’t want to seem insensitive or scare away potential customers.
Highlight your brand’s core values that resonate universally—like honesty, quality, and community. These themes go beyond red and blue and will keep your brand front and center.
Prioritizing authenticity can also help reduce the risk of misinformation. almost 100% of advertisers agree that generative AI has the potential to create content that is not only misleading but also reputation-damaging. Staying true to your brand’s core values will make it easier for your audience to filter out the truth.
Staying neutral doesn’t necessarily mean always remaining silent. Rather, it’s about maintaining a consistent brand voice that resonates with your audience regardless of the political climate.
Don’t adapt your message to current trends. If your target audience knows what to expect from you, they are more likely to remain loyal to you even in turbulent times.
Practical examples of agile marketing
While you shouldn’t change the core message your brand sends to the world in an election year, you should be flexible enough to pivot if your message isn’t working.
Nike is a master at this. During election season, the company maintains its core message of empowerment, but adapts its campaigns to current events. This agility ensures the company remains relevant and engages its target audience.
Coca-Cola often emphasizes unity and togetherness in its campaigns, especially in times of division. By focusing on universal values and adapting them slightly to current events, the brand stays relevant without alienating any part of its target audience. “Share a Coke,” “Enjoy,” and “Happiness” never go out of style, but they can be adapted to resonate more strongly depending on the prevailing mood. Consider how the brand adapted its message during the pandemic to highlight the beauty of sharing a Coke with loved ones after extended periods of quarantine.
Patagonia is committed to environmental sustainability and this is always a core part of the brand identity, regardless of the season. In election years, the company emphasizes its sustainability efforts without taking a direct political stance.
Stay authentic to stay successful
Marketing is always a hectic environment during the presidential election, but brands can still succeed if they get creative and stay flexible.
Develop multiple media strategies that can be deployed as needed. This way, if a particular message or audience isn’t resonating, you can shift gears and stay relevant without seeming reactive.
Remember, the goal is authenticity and connection. Stay true to your brand and you will weather the waves of political chaos.
“Data-driven thinking“” was written by members of the media community and contains fresh ideas about the digital revolution in media.
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