As we approach the upcoming U.S. Presidential elections, we are bombarded with marketing from potential candidates. In the four years between each election, techniques change and technology evolves, and the marketing strategies used to promote the individuals in the race for the candidacy change.
Whether you are a member of the Democratic Party, Republican Party, Libertarian Party, Green Party, Constitution Party, or consider yourself nonpartisan, you likely have an idea of who you’re supporting in the 2016 race. If not, you’ve at least seen the marketing techniques from each individual used to try to win over the United States.
Staying up-to-date with technology and the current evolutions in marketing is important for the 2016 presidential hopefuls, especially when following the path President Barack Obama paved as Ad Age’s “Marketer of the Year” in 2008 during the election, before he was named president. His ability to stay current and up-to-date with technology and social media has made him widely popular, especially among younger voters.
When it comes to marketing your business, your product, whatever makes up your brand, you need to employ similar tactics. Market yourself like a presidential candidate, and promote your product or service like it’s your campaign.
Here’s some tips we’ve learned about marketing from individuals in the running for office.
Social media is vital, no matter how old you are. Hilary Clinton has used both YouTube and Twitter to announce her candidacy, as well as other forms of social media to express the core values of her campaign, proving that age is just a number when it comes to social media. Bernie Sanders, the election’s oldest candidate, is also active on social media and has a very strong relationship with younger voters.
Be timely. Political marketers have a short window of time in which to “sell their product,” if you will. They have to be quick to respond to backlash, responsive to all criticism, and work at lightning speed to get their message across to their audience. We’re not saying to rush, but if a presidential candidate can form an entire brand for themselves in a matter of months, so can you and your company!
Create a story. All individuals in the running for the presidency have a story to tell — a reason why they want to become the leader of the United States. They have a set of beliefs and values. They have certain qualities that make them worth voting for, and if you do, great things will happen for you and your country. That’s the feeling your business needs to give its audience. Why did you go into this business, and why do you feel what you offer is important? That’s what you need to advertise.
Take a risk. Presidential candidates cannot be afraid to take risks. Running a completely vanilla campaign isn’t going to catch anyone’s eye or draw in a new audience. Nobody wants a boring, unoriginal president. We want someone who will have new insights into what our country needs – just like your business needs to be original and eye-catching. Take a risk and do something new — you might find yourself attracting a new audience.
The new social media – Live Streaming. Republican hopeful Ted Cruz used live streaming to publicize his first major speech after he announced his candidacy. Clinton also utilizes live streaming in her campaign, particularly on the popular new platform “Periscope.” This new form of social media is getting a lot of attention but still hasn’t reached its peak. If you can utilize it in your company, you can get on the live-streaming bandwagon early and be one of the first in your industry to live stream.
There are non-partisan consumers. Your business has a great core set of people who purchase your products or services, but what about the ones who are on the fence? Just like an individual who doesn’t know which candidate to pick, some of your audience might not know if your business is the right pick for them. You need to show them why they should choose you over your competitors.
Avoid name-calling. No candidates ever get good press for targeting others in the running and attacking their character. Donald Trump has been in the top of the public opinion polls for the Republican Party nomination since he announced he was running for president. However, he has received a lot of backlash, especially from others in the running. Why, then, does he rank so high in public opinion? One theory is that name-calling from others has not brought him down, but instead made other candidates look bad for ganging up on him. Attacking others never makes you look better. Instead, use your energy building up your own image.
Marketing your business can be a tricky thing for everyone, including presidential candidates! The important thing is staying true to the message you want to portray and creating a brand that shows what you’re all about.
Having trouble defining your company and starting your image? Give ENX2 Marketing a call for a consultation. We can help you with all forms of marketing and finally get you the exposure you deserve.