It’s Tremendous Tuesday right here within the US, when the biggest variety of states will likely be holding presidential primaries or caucuses. By tomorrow, the 2 events’ presidential nominees will possible have secured their high spots, kicking off the scene for the race to November 5.
US election cycles have been a spectacle prior to now few many years, and 2024 is shaping as much as be an much more intense 12 months. Not solely will or not it’s the priciest media purchase to this point, however customers are extra divided than ever — together with regarding whether or not manufacturers ought to play with politics or not. CMOs’ apprehension is echoed in Forrester’s This autumn 2023 B2C Advertising and marketing CMO Pulse Survey, wherein 82% of US B2C advertising and marketing executives indicated that they’re involved about advertising and marketing their model in the course of the US presidential election cycle.
This Isn’t The Time To Bury Your Model
If something, this election 12 months is a chance to bolster your model’s resilience amid a political storm. Shoring up defenses in recognized weak spots can drive stronger advertising and marketing outcomes and allow your model to remain “above the fray.” To arrange your promoting for a political stretch:
- Assemble a response process drive. This group is the “reactive” button to your proactivity. The cross-functional group is tasked not solely with reacting however staying knowledgeable of any coverage modifications throughout shopping for companions and related groups — reaffirming the scope of current coverage and compliance groups.
- Assess your present and potential partnerships. The dangers don’t solely reside beneath your roof however beneath your neighbors’, as effectively. These partnerships span giant and small and are inclusive of the influencers or creators that you simply use, together with media partnerships and environmental, social, and governance (ESG) initiatives.
- Reassess your model security pointers. Each election cycle places new applied sciences and social media platforms to the check, and neighborhood pointers and authorities rules are sometimes gradual to observe, so ensure you’ve dusted off and up to date your model security pointers and key phrase exclusions.
These are just a few examples of what manufacturers can do to safeguard their place in a contentious and costly election. It’s necessary to notice that these actions, whereas extra obvious and necessary throughout a US presidential election 12 months, must also be taken proactively to safeguard your model from getting caught up in a PR or culture-war maelstrom.
Try our full report, How To Promote In An Election 12 months, to grasp the 4 headwinds coming at entrepreneurs this 12 months, together with a information to safeguard your model throughout this election cycle (and past).
