In less than 100 days, Americans will be headed to the polls to vote for either Vice President Kamala Harris or former President Donald Trump as the next president of the United States.
The last 100 days have been filled with events we couldn’t have predicted, namely President Joe Biden announcing he won’t seek reelection and an assassination attempt on Trump. If this election cycle has taught us anything, it’s that we must have a strategy for how our brands will operate in what will be another heated presidential race.
Marketers, if you don’t have a strategy for navigating the remaining days of this presidential election, it’s not too late. Here are three things to keep in mind when developing a game plan and aligning as a team to make it happen.
Be clear on what issues you stand for
According to the recent Edelman Trust Barometer report, 71% of respondents said brands have to take positions on issues given consumer expectations. Yet at the same time, 60% said they buy or avoid brands based on their personal politics. If brands are going to take a stand on societal issues, this can’t be a “check the box” act, or a race to capitalize on the hot topic of the moment. Brands need to be clear on what issues they stand for and be committed long-term.
Dove, for example, has taken a clear stance on racial equity by co-founding The Crown Act to end race-based hair discrimination. Infant formula brand Bobbie is on a mission to help pass paid leave in the U.S., partnering with four-time Grand Slam tennis champion and new mom Naomi Osaka. Ben & Jerry’s continues to take a stand on global issues like voting rights, climate change, and LGBTQ+ rights. And Patagonia has been a strong advocate of environmental issues, including its Worn Wear initiative that encourages consumers to return their used Patagonia clothing to be recycled and resold.
If you plan to take a stand on issues, do your homework. Understand why this issue makes sense for your brand, and whether your customers would agree that you have the authority and the credibility to speak on these issues. Be prepared to advocate not just during the election cycle because it’s a hot topic, but for the long haul.
Be careful with humor
It can be tempting to capitalize on the momentum of this election season, particularly during some of the funnier “did this really happen?” moments. Every day, we pick up our phones and see another meme on a candidate that has gone viral.
But be careful with the use of humor. What we as individuals might consider funny, others might not consider humorous at all. They might consider it rude or even offensive.
Brands may try to cleverly enter the conversation in the following ways:
Anyone else need to meditate after that last debate? Time to download our meditation app!
Looks like this candidate could use our new hair gel on the campaign trail.
You aren’t the only one who indulged in a pint of our ice cream after that disastrous candidate interview.
If you want to engage and capitalize on a viral moment and you think your brand can add value, ensure your entire team is aligned on what you will say and do and when. The last thing you want is for a tweet or a post to get backlash because it was rushed or poorly executed. There must be planning and alignment, and clear decision-makers before deciding to engage with a social media moment.
Be ready to be quiet
Being quiet should be part of the strategy during this intense election cycle. You may be prepared after debates to go quiet on social media, or spend less, knowing consumers’ attention will be captured by replays of soundbites and analysis of who won.
Ensure your entire team is keeping an eye out for the unexpected moments, like an interview with one of the candidates or a moment from a rally that goes viral. If this is dominating the headlines, it might not be the best use of your ad dollars to focus on a message that might get drowned out by the election news, especially in the key battleground states.
On the other hand, while some of us may be immersed in the presidential campaign news, some of us may want to escape and tune out the current headlines. According to one study, 52% of American adults watch at least one hour of reality TV weekly. When it comes to recent U.S. book sales, adult fiction sales are on the rise, while nonfiction sales continue to decline. Finally, the cost of eating out continues to rise, with more of us opting to stay in for dinner with family and friends. 68% of Americans now skip dining out for grocery shopping and making meals at home.
There are a number of trends for marketers to capitalize on, trying to authentically reach their consumers during this election season. Remember to be clear on what you stand for, watch out for the use of humor, and that sometimes being quiet might be the best course of action.
