National election years are always challenging for brands to stand out, but this year is going to be even harder than usual with the unprecedented billions of dollars that will drive up costs and drown out brand messages. Yes costs will go up, but it’s about more than just finding niche publishers to work with.
In election years one of the biggest keys to staying relevant is actually being relevant. Sounds obvious right?
Well, that means not just doing the same old ad buys but just in niche or emerging channels pushing yourself further to the sidelines. But rather providing your customers a welcome escape from the political noise through experiential marketing. Do you have a vlog? Are you publishing Facebook and Instagram stories? Are you telling captivating stories? Are you providing added value?
The big question you need to answer is are you asking your customers to click on another ad in a sea of annoyances, or are you presenting them with an opportunity to experience and engage with your brand in a meaningful way?
The number one thing to focus on in an election year is building daily relevance through experience. You can’t do anything to change rising ad costs and newsfeed noise, so focus on what you can control, content that keeps your customers coming back for more.