3 Things To Think About When Marketing During A General Election

It’s finally here – the General Election season is upon us… and what a few weeks it has been already.

The Labour and Liberal Democrat parties have been on FIRE with their marketing – utilising memes and TikTok trends to their advantage to target those pesky Millennial and Gen Z audiences and we are absolutely here for it.

While it’s obvious that political brands will be ramping up their marketing efforts in the coming weeks leading up to July 4th, we’re going to take a look at some of the things OTHER brands should think about before jumping on the political climate bandwagon.

Does Politics Fit Your Business?

The policies of political parties may very well align with your business and its values… but is it really relevant enough that it wouldn’t look out of place for you to share it to your feed and your audience?

Only you can decide if you are willing to put your business out there in the political scene and ensure that it fits your brand… or make it fit your brand. 

Take Thorpe Park as a good example – they took 2017’s election candidates and gave their ghost train attraction a makeover to create “Poll-Tergeist”, and updated the ride’s tagline to “A terrifying ghost train ride into the political unknown”.  It was a very clever way to jump on the trending news while also making politics fit in with their business.

We’re not sure if you agree, but being chased by Jeremy Corbyn, Theresa May and Tim Farron would be pretty terrifying, especially when they’re looking like this ⤵️

Would this year’s candidates be more or less scary in this scenario…?

Is Political Affiliation Appropriate?

While you may have very strong political beliefs as a CEO, you may want to consider whether it is appropriate to associate your business with a specific political party.

Would all of your workforce agree with your affiliation? Would this lead to some potentially feeling alienated and unsupported, especially where party policies differ vastly?

You also need to consider how this will look to your audience. Will it affect how they view your business? Will it put people off applying for jobs because of your visible political stance?

Sometimes it is best to keep politics out of business marketing communications to avoid creating a stigma surrounding your business based on the political party supported.

Using Influencers? 

If you are a brand that utilises influencers and their audience, it would be worth looking at their other content to see if they are putting out any political messaging.

If they are – do you mind your brand being affiliated with the messaging that they are putting out? How will this affect how people see YOUR brand if they are promoting your products or services alongside their political content?

This can be pretty risky if your brand isn’t politically charged – if you continue to work with them while they are vocal about their political views, you will risk adopting that political affiliation without necessarily stating your views yourself. 

On the flip side, if you don’t mind the affiliation, you could gain new followers or customers – it’s, again, a business-by-business decision.

 

To conclude – the General Election period can be an exciting time for brands to get creative, especially if politics is something that can fit seamlessly into the communications going out during the run-up to the election itself.

However, it is important to look at the wider picture and see just how adopting a political stance can affect a business as a whole – especially how both staff and audience perceive the values and how this affects them

 

Header images from the Instagrams of Keir Starmer, Rishi Sunak, and Nigel Farage.

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