The big day has finally arrived as President Donald Trump and his Democrat rival Joe Biden battle it out to become president.  Compared to the last American election, this one appeared to be more tame, but that doesn’t mean it didn’t have its fair share of shocking and exciting moments.  As a marketer, I’m always excited to see what campaign ads the different political parties come up with each election; not because they tend to be outrageous, but because we can actually learn something from these ads that we can apply to our own businesses.

Without further ado, here are some of the key marketing lessons we can take away from the 2020 U.S. election.

Trump’s “America First”

You can view the ad here.

The first ad I’d like to look at is Trump’s “America First”  In this ad, President Trump’s campaign team focuses their key message on protectionism and putting America first.  We hear this firsthand from the president’s voiceover and through imagery of the American flag and products throughout the video.  What does this have to do with marketing?  Well, not unlike “Made in America”, if your business manufactures Canadian products, I recommend using this to your advantage. 

Last year, a survey by PwC found that 96% of international consumers have a favourable view of Canada.  This signals that Canadian brands should be doing more to promote their brands as Canadian on a global scale.  Additionally, business closures as a result of COVID-19 restrictions have led to a resurgence of “shop locally” in communities across Canada.  Now’s the time to take advantage of this message!

Trump’s “American Comeback”

You can view the ad here.

In this campaign video, Trump’s team uses a different approach.  Much of the video is focused on imagery of his supporters celebrating and applauding his successes, with many of them holding signs thanking him for what he’s done.  Does this sound familiar?  When I work with my clients, I ensure that their successes are shared and celebrated for all to see.  Online reviews can play a key role in consumer purchasing behaviour.  In fact, research by the Spiegel Research Center found that displaying online reviews can increase conversion by 270%!  Next time you receive a positive online review, share it! 

Biden’s “Keep Up”

You can view the ad here.

I find this ad interesting because it uses a very timely marketing message: inclusivity.  Biden’s core message is that he is the right candidate based on his acceptance of people from all backgrounds and walks of life.  As business owners, we tend to have a “target market”, but perhaps it’s time we widen our idea of who we think our potential customers actually are.  A 2019 survey by Google and The Female Quotient found that consumers are paying attention to the types of messaging businesses are putting out.  It revealed that 64% of all respondents took some action after seeing an ad they considered to be diverse or inclusive.  If you’re unsure of who your actual target market is, I recommend conducting market research to give you a better idea.

Biden’s “Timeline”

You can view the ad here.

Contrary to his other ad, this time Biden’s team chooses to focus on fear mongering.  Instead of focusing on what Biden offers, they choose to highlight how Trump has mishandled the recent COVID-19 pandemic.  While political attack ads are common, we seldom see attack ads between businesses.  This isn’t to say they don’t exist (we’ve all seen Coke and Pepsi go at each other), but it’s not a strategy I recommend for smaller businesses. However, on its most basic level this ad captures the power of a timeline and for many small businesses this can be a useful tool to show how your business has grown, products added, services implemented, etc. Timelines can be a powerful marketing tool to illustrate the success of your business and its longevity.

As you can see, aside from the entertainment this election has also provided us, we can actually learn something about how we market our businesses.  If you’re interested in developing a new marketing strategy for 2021, contact CreativeWorks Marketing today!

The big day has finally arrived as President Donald Trump and his Democrat rival Joe Biden battle it out to become president.  Compared to the last American election, this one appeared to be more tame, but that doesn’t mean it didn’t have its fair share of shocking and exciting moments.  As a marketer, I’m always excited to see what campaign ads the different political parties come up with each election; not because they tend to be outrageous, but because we can actually learn something from these ads that we can apply to our own businesses.

Without further ado, here are some of the key marketing lessons we can take away from the 2020 U.S. election.

Trump’s “America First”

You can view the ad here.

The first ad I’d like to look at is Trump’s “America First”  In this ad, President Trump’s campaign team focuses their key message on protectionism and putting America first.  We hear this firsthand from the president’s voiceover and through imagery of the American flag and products throughout the video.  What does this have to do with marketing?  Well, not unlike “Made in America”, if your business manufactures Canadian products, I recommend using this to your advantage. 

Last year, a survey by PwC found that 96% of international consumers have a favourable view of Canada.  This signals that Canadian brands should be doing more to promote their brands as Canadian on a global scale.  Additionally, business closures as a result of COVID-19 restrictions have led to a resurgence of “shop locally” in communities across Canada.  Now’s the time to take advantage of this message!

Trump’s “American Comeback”

You can view the ad here.

In this campaign video, Trump’s team uses a different approach.  Much of the video is focused on imagery of his supporters celebrating and applauding his successes, with many of them holding signs thanking him for what he’s done.  Does this sound familiar?  When I work with my clients, I ensure that their successes are shared and celebrated for all to see.  Online reviews can play a key role in consumer purchasing behaviour.  In fact, research by the Spiegel Research Center found that displaying online reviews can increase conversion by 270%!  Next time you receive a positive online review, share it! 

Biden’s “Keep Up”

You can view the ad here.

I find this ad interesting because it uses a very timely marketing message: inclusivity.  Biden’s core message is that he is the right candidate based on his acceptance of people from all backgrounds and walks of life.  As business owners, we tend to have a “target market”, but perhaps it’s time we widen our idea of who we think our potential customers actually are.  A 2019 survey by Google and The Female Quotient found that consumers are paying attention to the types of messaging businesses are putting out.  It revealed that 64% of all respondents took some action after seeing an ad they considered to be diverse or inclusive.  If you’re unsure of who your actual target market is, I recommend conducting market research to give you a better idea.

Biden’s “Timeline”

You can view the ad here.

Contrary to his other ad, this time Biden’s team chooses to focus on fear mongering.  Instead of focusing on what Biden offers, they choose to highlight how Trump has mishandled the recent COVID-19 pandemic.  While political attack ads are common, we seldom see attack ads between businesses.  This isn’t to say they don’t exist (we’ve all seen Coke and Pepsi go at each other), but it’s not a strategy I recommend for smaller businesses. However, on its most basic level this ad captures the power of a timeline and for many small businesses this can be a useful tool to show how your business has grown, products added, services implemented, etc. Timelines can be a powerful marketing tool to illustrate the success of your business and its longevity.

As you can see, aside from the entertainment this election has also provided us, we can actually learn something about how we market our businesses.  If you’re interested in developing a new marketing strategy for 2021, contact CreativeWorks Marketing today!