Steal the Spotlight During Election Season … Without Getting Political

Election season can feel like a shouting match where everyone's trying to get their point across but nobody's really being heard.

It can be a tough time to capture any kind of attention amid all the noise, especially if you don't have a billion-dollar marketing budget.

We're likely all aware that election campaigns flood the market with ads, draining attention and ad space. This surge in political advertising can drive up costs for ad placements and make it harder for your brand's message to be seen. It's estimated that this year will see the highest political ad spend yet — easily surpassing $10 billion.

While very few forms of advertising are exempt from the impacts of the political tsunami, the types of advertising that tend to be most impacted are:

• TV and Radio Ads: These platforms become crowded, making it tough for your brand to break through.
• Online Ads: Increased competition, particularly on social media platforms, can make visibility a challenge.
• Billboards and Print Media: A surge in political ads limits available space for other advertisers.

With that in mind, let's explore a few ways your brand can stand out with its marketing during an election year.

Customer Sentiment Mapping

Remember mood rings? Customer sentiment mapping is the 21st century mood ring decoder for retail brands. During elections, people’s emotions run high, and aligning with these sentiments can make your brand more relatable.

To leverage analytics, you'll want to track trending data. What are people talking about? Use social listening tools to find out what’s important to your audience right now. One beneficial social listening tool is Meltwater, which can help you figure out what's most important to your audience right now — without wasting any time.

You can also analyze engagement data, considering what kind of content your audience interacts with the most. This will give you clues on the topics your customers care about.

For instance, if you sell fitness equipment and your audience engages more with mental health content during the election period, tailor your messaging to include stress-relief workouts that help you promote your products.

Adjust your messaging, being nimble enough to show your audience that you understand their concerns — without taking a political stance.

Crafting Non-Partisan Messages

Speaking of which, staying neutral is key during election season.

To craft messages that resonate without causing controversy, start by focusing on core values. Highlight what your retail brand stands for, which should be universal values like quality, innovation or community. For example, Patagonia often focuses on environmental sustainability, a core value that resonates well with its target audience.

Keep your messaging positive and inclusive, steering clear of polarizing topics entirely. Instead of mentioning the election, a travel luggage brand could promote the joy of exploring new destinations and making memories.

Or a home décor brand might say, "Transform your space into a sanctuary of peace and comfort. Because no matter what's happening outside, your home should always feel like a haven."

Another great rule of thumb is to lean on themes everyone can relate to, like family, health or personal growth. This keeps your messaging appealing to a broad audience. A great example is Coca-Cola's "Share a Coke" campaign, which focuses on sharing joy and bringing people together, regardless of anything else.

Agile Brand Management

In an unpredictable election season, being agile is essential. Here’s how to adapt your strategies quickly:

• Flexible Campaigns: Have backup plans ready. If one approach isn’t working, switch to another quickly. For instance, you could have different promotions lined up to test what resonates best with customers during the election period. If a social media campaign isn't gaining traction, pivot to an email campaign highlighting customer testimonials to build trust and engagement.
• Real-Time Monitoring: Keep an eye on the performance of your campaigns in real time. This allows you to make quick adjustments. Tools like Google Analytics and social media insights can help you track engagement and adapt your strategy. If you notice a particular type of post getting more engagement, continue to create similar content to maintain momentum.
• Responsive Content Creation: Be prepared to swiftly create and distribute new content in response to current events and trends. This could be as simple as adjusting social media posts to reflect current sentiments or creating new blog content that addresses emerging concerns. If there's a sudden spike in interest in eco-friendly products, for example, you can make sure your next batch of content highlights sustainable practices.

Staying Neutral, Staying Classy

Your primary goal during the election season should be to avoid controversy. There are certain situations in which a little controversy might boost your sales, but for most brands it's just going to be far too risky — taking sides can lead to backlash and customer loss.

Neutral messaging appeals to a broader audience, enhancing your reach. Plus, a non-partisan stance helps build trust with your audience, showing that you're focused on their needs, not politics.

Don't let the complexities of this year's election short-sell your potential. By following these tips, you can navigate these turbulent times, enhance your reach and, most importantly, create a profound sense of customer loyalty that lasts long after the final vote has been cast.

Adam Ortman is the president and founder of Kinetic319, a leading marketing and advertising agency headquartered in Denver.