How To Build Marketing Campaigns That Work – Using the United States 2020 Election As A Case Study

Do you know that political and marketing campaigns are essentially the same? The core fact is that they are both trying to sell you something that they want you to believe in and the US Elections can be used to prove it.

Do you know that political and marketing campaigns are essentially the same? The core fact is that they are both trying to sell you something that they want you to believe in and the US Elections can be used to prove it.

From determining your goals, to setting up your content and to using different mediums to push those content around, the similarities between what Joe Biden and Donald Trump pulled off in the USA and what you need to do with your brand are almost endless

Here’s a comprehensive breakdown of points to show those similarities

1. Define your goal and your audience

You will need to understand who exactly is going to see, hear, or watch the content you create.
liberals independents unhappy republicans become president
conservatives independents remain president

2. Ask yourself why you are making this campaign

Why are you creating this marketing campaign?
Why should people listen to you?
Why should pe0ple trust you?

This should summarise as your slogan, catch phrase, promise or unique selling point.

This should dovetail into what you want to achieve as a brand and the problems your audience need to solve.

build back better
restore the soul of america
unite for a better america
anything is possible

keep america great
promises made, promises kept
jobs! jobs! jobs!
keep america working

3. Choose Talking Points

Select your STRONG talking points from the problem(s) your audience face daily.

Be clear about the advantage(s) you bring to the table and how you will solve problems.

health
immigration
race relations
higher taxes for the rich

economy
jobs creation
stock market
tax breaks

4. Choose Content Format(s)

Content is the life and soul of every marketing campaign because that is the way to reach out to the audience. Blog Posts Images Videos Podcasts Infographics Each content format has their place in your campaign strategy and in today’s society, there are more ways than ever before of reaching people and those ways interconnect if well managed. When dealing with websites and blog posts, these are 4 Common Website Problems and How To Avoid Them

extensive use of blog posts, images, videos, podcasts, infographic
online campaigns events
outdoor drive-in rallies
television ads
social media ads

extensive use of blog posts, images, videos, podcasts,
outdoor drive-in rallies
television ads
social media ads

5. Advertise Advertise Advertise

Using paid advertising to ensure the content of your campaign reaches a large audience is crucial. The more people you reach, the better chances for your campaign to reach its goals. Both campaigns in the US Elections spent heavily on promotions. Probably the most in history.

$600 million
tv ads spend as at October 13 2020 – npr.org

$45.4 million
social media ads spend third quarter of 2020 via cnbc.com October 8, 2020

73,488,248 (50.5%)
number & percentage of votes as at October 11, 2020 via associated press

$400 million tv ads spend as at October 13 2020 – npr.org $48.7 million social media ads spend third quarter of 2020 via cnbc.com October 8, 2020 69,622,407 (47.8%) number & percentage of votes as at October 11, 2020 via associated press

6. Use Surrogates & Influencers

In addition to paid advertising, using people of influence to push your marketing campaign is crucial.

These people are people who believe in what your campaign is about (or sometimes, are paid to believe) and go everywhere talking about you and what you can do.

In marketing, they are influencers.
In the US elections, they are surrogates.

Barack Obama Sen. Elizabeth Warren Sen. Bernie Sanders Andrew Yang Pete Buttigieg
Donald Trump Jr Eric Trump Lara Trump Ivanka Trump Jared Kushner Kimberly Guilfoyle

Blockbuster campaigns are a mix of all these. However, working within an available budget is also crucial. Let’s start a conversation on how we can help you crush your goals.

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