Key Event #2: Presidential Election 2024
Thanks for following along in our series of key events in the second half of 2024! Today, we’re going to discuss how to market during the 2024 Presidential Election, which is right around the corner on November 5th. While there are large political and worldwide implications, there are also huge impacts to marketers.
So What?
Historically, consumer behavior is highly influenced by presidential elections. Several factors influence consumers during this time such as political events, economic conditions, and social issues.
There is a shift in consumer spending and the way in which people are consuming media both offline and online changes. For example, while Connected TV may be a usual channel that drives conversion for a brand throughout the calendar year, it may not be during an election year; if you’re a mailer, you may think about testing different formats and in-home dates.
Most notably, presidential elections fall at the beginning of the all-important holiday shopping season (more on holiday later!). Therefore, it is important to be aware of when and how to spend your valuable marketing dollars.
Our Recommendation:
- Stay top of mind. Get in front of your best customers and prospects with relevant messaging in the channels, where they’re most engaged.
- Get prepared for the short holiday season. Launch holiday campaigns earlier than usual to capture consumer attention. Reinforce with holiday offers after the election hype subsides but before shoppers gear up for their holiday shopping.
- Create a post-election marketing plan. Reinforce your campaigns prior to the election with holiday offers to hype up customers for the upcoming season. Create motivation and urgency for shopping early.
- Remain positive. While consumer spending may dip during the election, it typically rebounds quickly afterward.
Insider Tip for Catalogers / DM:
If you are planning to be in the mail around the election, get in touch with one of our experts to analyze your circulation plan: info@mediahorizons.com. Based on our position in the marketplace, we have specific recommendations with timing as it relates to your brand and product assortment.
Stay tuned for our recommendations for marketing for the shortened holiday season! We’re here to help drive your omnichannel strategy forward.
