As the 2024 U.S. presidential election approaches, brands face a dual challenge of navigating a saturated advertising environment while also gearing up for one of the busiest shopping seasons of the year. With candidates like Kamala Harris and Donald Trump projected to saturate social media and digital platforms with campaign ads, companies must act swiftly and strategically to capture consumer attention during this crucial period.
The stakes are high. Advertising costs have spiked significantly, with fees for Google ads climbing by as much as 12 percent compared to last year, and Facebook and Instagram facing similar surges. Industry experts anticipate these costs may escalate further as candidates ramp up their marketing efforts to sway undecided voters. According to the ad tracking firm AdImpact, political media spend could reach approximately $10 billion, a notable 13 percent increase from the previous election cycle.
In this environment, brands simply cannot afford to lean solely on conventional digital advertising strategies without suffering substantial losses. Instead, successful companies are choosing to pivot towards less crowded advertising channels, strategically utilizing email marketing, text message campaigns, and shopping newsletters to connect with audiences.
The Shift Towards Alternative Channels
Many brands are recognizing the importance of diversifying their advertising efforts. For instance, private equity and brand management firm Bedrock, which owns popular brands like Shinola and Filson, has been actively building text message subscriber lists for the past year as a response to declining returns on social media ads. Just this month, Filson executed a text outreach campaign that provided select customers early access to a sale on their best-selling items. The result? A record-breaking sales day stemming from that single text message campaign.
This illustrates a growing trend among brands seeking to circumvent the chaotic political advertising landscape. Experts like Greg Portell from Kearney emphasize the need to avoid participating in the overwhelming noise of the political cycle. Businesses can focus on direct messaging to their customers through text and email, connecting in a more personal and effective manner.
Maximizing Existing Marketing Channels
Brands are also encouraged to leverage existing channels that have already proven effective. For those with mobile apps, push notifications can serve as powerful tools in reaching consumers directly, as this communication method typically targets the most engaged customers. Marissa Lepor, a director at The Sage Group, contends that utilizing an established mobile platform could yield significant sales, particularly during times when traditional marketing practices struggle.
Moreover, companies are identifying opportunities in other forms of marketing that are less likely to be influenced by political pressure. For example, Tecovas, a bootmaker, has started targeting shopping newsletters, which typically feature smaller yet highly engaged audiences. Their $295 zip-up men’s boot, The Dean, saw a 45 percent increase in sales after being featured in the menswear newsletter Cool Material. This reinforces the idea that smaller, niche audiences can be highly lucrative for brands during high-stakes periods.
Anticipating Consumer Behavior Post-Election
Brands that can successfully navigate the turbulent pre-election period may find an opportunity in the aftermath of the election. Historically, consumers often seek escapes from political discourse, turning towards retail therapy as a form of distraction. As Calla Murphy, senior vice president of digital strategy at Belardi Wong, notes, the post-election landscape will likely open avenues for brands to showcase their products and connect with grabby messaging that resonates with consumers craving relief from political conversations.
In the lead-up to the holiday season, marketing strategies must not only account for the intricate dance of ad competition but also strategically plan for what comes next. Brands can benefit from establishing year-round marketing strategies instead of relying on short bursts of advertising during peak periods, thereby creating a sustainable model that supports ongoing consumer engagements.
In conclusion, the intersection of political advertising and the holiday shopping season presents unique challenges for brands. Yet, by diversifying their marketing strategies and utilizing alternative channels, companies can remain effective in drawing consumer attention. Those that adopt a multifaceted approach to outreach will undoubtedly have a competitive edge as they work to maintain and grow their market presence during this tumultuous time.
