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Build an Unforgettable Marketing Strategy for the 2024 Presidential Election

By: Adam Ortman

 

a person giving a speech from a podium

If you’re a marketer, you know that election years bring about massive shifts in both the political and marketing landscapes. The 2024 Presidential Election is no exception. As our future leaders captivate the country’s attention, it’s important to make sure your brand is seen. Building a marketing strategy during a presidential election is not just about paying attention to candidate speeches and debates, however. As a marketer, you need to be aware of the hot topics and issues that capture the public’s attention. This will allow you to create content that resonates with your target audience and helps you stand out in the crowd.

The 2024 Presidential Election will bring about massive changes in the world of marketing. But with the right tools and a strategic plan, you can make sure your brand stays ahead of the game.

Here’s what you need to know:

What We Can Learn from Previous Presidential Elections

As we know from past election seasons, this season can be a real doozy for marketers. So, to help you out as we gear up for another presidential election, we’ve rounded up some key lessons from previous years to keep in mind as you prepare your campaigns for 2024.

Expect Ad Spend to Climb

First up: expect ad spending to reach new heights. We’re talking billions of dollars here, folks.

In 2020, the total ad spend hit $6.89 billion – and experts are predicting that number to jump up to a staggering $10.2 billion in 2024. So, as a marketer, you’ll need to be wise with your ad budget and get strategic with your campaigns to stay visible in the crowd.

Securing Ad Space Will Be a Competitive Business

Next up: prime advertising space. These spots are in high demand during election season, as they have the power to influence consumer opinions like no other. That means if you want to make a splash, you’ll need to secure your ad slots early and spread your reach across multiple platforms to maximize your reach.

You’re Going to Pay More for Ad Space

Of course, all this ad space comes at a cost – ad prices spike during election season, making it even more crucial to budget wisely for your campaigns. Keep in mind that digital advertising is often less expensive than traditional TV or radio spots, so consider allocating more dollars to those channels.

Political Hot Spots Can be a Landmine – or a Boon

Last but not least: political hot spots. These are the issues that will be dominating the media and candidates’ speeches and debates.

As a marketer, you’ve got to be aware of these hot spots. Educate yourself on how they might affect your brand – that way, you can create campaigns that truly resonate with the market you’re trying to reach (and stand out from the competition).

Marketing Strategies to Help Your Campaigns Succeed This Election Season

American at a polling booth

By incorporating a few innovative ideas into your marketing campaign, you’ll gain an edge over your competitors and make a lasting impression on your audience.

Here are some basic suggestions.

Try Out UGC

First, let’s talk about user-generated content (UGC). By encouraging your audience to create and share content related to your candidate’s campaign, you can generate unique, one-of-a-kind content that fosters community engagement.

Launching relevant hashtags in the vein of your campaign theme, and asking your followers to share their own experiences humanizes your brand and creates a sense of belonging that will make them more likely to participate or contribute.

Never Stop Optimizing and Evaluating

To sustain the momentum of your campaign, continuous optimization is key. Once a campaign is launched, it’s essential to continuously assess its performance and optimize based on insights to ensure sustained success.

This includes analyzing data to determine which channels are most effective, improving your ad copy, and adjusting targeting parameters. By testing and learning, you can ensure that you’re using the most effective strategies to reach your audience.

Incorporate Interactive Experiences

Why not add some interactive elements to your campaign strategy? This is a great way for potential customers to interact with your brand.

Polls, quizzes, and augmented reality experiences are awesome examples of interactive content that can help boost engagement and recall. This will drive engagement and influence conversions.

Make it Personal

If you can, get personal with hyper-targeted messaging. By harnessing data-driven insights, you can create content that is more personalized and increases ROI. This makes your message relevant and increases the chance of it resonating with your audience.

Get Collaborative

Finally, let’s talk about the power of collaboration. By partnering with your audience, other brands, and even influencers, you can create content that is not only engaging but authentic. Influencers, in particular, can help you reach a larger audience and increase your brand credibility.

Reduce Negative Impact the Elections Might Have on Your Marketing Strategy

It’s no secret that the election season is a time when brands need to be extra cautious about the messages they put out there, lest they alienate a portion of their audience. Here’s how to navigate the stormy seas of a presidential election with integrity and poise.

Remain Neutral…to an Extent

First and foremost, remain neutral. Politics is divisive, and you don’t want to take sides and risk ostracizing your customer base. It’s important to maintain that sense of impartiality in order to market to a diverse and inclusive audience. Plus, it reinforces your brand’s reputation as a responsible entity that isn’t easily swayed by external influences.

Now, that’s not to say that taking a stand can’t be beneficial. Just look at brands like Nike and Ben & Jerry’s, who made headlines for aligning themselves with issues that matter to their customers.

But before you do that, you need to be 100% sure that it’s in line with your values and beliefs. Weigh your options, and consider the possible fallout before making a decision.

Keep it Light

Keep it light and positive. Encouraging your customers to vote is a great way to engage them, but steer clear of endorsing specific candidates unless you really have to. Remember, the point is to build brand loyalty, not polarize your people.

Listen, Listen, Listen

Listen to your audience. Use social listening tools to gather insights from social media and other online forums, and adjust your messaging and strategy accordingly. Understanding your audience’s views is key to successfully navigating the political environment and preserving your brand’s reputation.

Be Proactive

Controversies are inevitable, so you need to have a crisis management plan in place to tackle them head-on. Make sure you have a solid communication plan in place and a strong team ready to handle potential issues.

Keep Things Respectful – and Inclusive

Take the time to foster a respectful and inclusive community on your platforms. Moderate harmful or inappropriate content to create a safe and welcoming environment for your audience.

This will promote healthy and productive conversations that highlight your brand’s values and build brand loyalty over time.

Think Ahead for the Tumultuous 2024 Election Season

Without a doubt, the 2024 presidential election season is sure to be a wild ride – full of twists and turns – but also full of opportunity. It’s a great opportunity to flex your creative muscles and come out on top.

Frankly, at Kinetic319, we’ve seen it all. We know what works and what doesn’t, and we’re ready to share our expertise with you.

Kinetic319 is your marketing co-pilot, providing you with a wealth of knowledge, experience, and a touch of whimsy in these exhilarating times. So let’s join forces and create some marketing magic that will propel your business to new heights.

Published: March 4, 2024
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Adam Ortman

As the founder of Kinetic319, Adam is a professional, Denver-based ‘thinker, explorer, and innovator,’ partnering closely with brands and founders to facilitate value acceleration through the primary lens of media, technology, and analytics. He has led teams to support Fortune 500 companies such as UnitedHealth Group, Nike, American Express, Kellogg, Textron, and others to fuel business scalability and expansion through marketing. As featured in Forbes, Entrepreneur Magazine, Adage, AdWeek, and other leading publications, Adam seeks to constantly share his vision and innovative processes with his dynamic industry.

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