Strike a Delicate Balance Between Standing For Something And Not Being Too Polarizing
In today’s post-election and politically charged world, many articles have been written about how to navigate the political, social, and emotional landscape. Several well-known brands quickly developed marketing campaigns to align with a more emotional and social way of thinking. Some were of course more successful than others, including Heineken, Britta, and Budweiser as well as McDonald’s and Pepsi.
Although these brands represent slightly different verticals with large marketing budgets, there is plenty of opportunity to learn from them and leverage the positives. While there is much to agree and disagree on, one thing is certain: The “same old” will not work forever – as marketers we must adapt and evolve.
How Much $$$ Can You Afford to Lose (or Pass Up)?
Polarizing messaging can alienate consumers, putting your revenue at risk.
There is of course a segment of Americans who are unphased by the political landscape and accompanying rhetoric. They are either disinterested or feel as though there’s nothing they can do about it. But we have seen an increasing majority of people who are leaning either far to the left or right with little room for compromise. (Anyone who indicates that they’re willing to bend comes off as weak and lacking conviction.)
If you agree with the above premise, then the concern for marketers can be boiled down to one simple question: “Can you afford to lose 50% of your business?” It’s basic math – by engaging in polarizing comments, advertising or branding, you risk alienating half of your customers and prospects if they disagree with you.
Connecting With Consumers: 4 Key Creative Takeaways
Below are four key takeaways that will allow you to test and develop a positive holistic journey. These will enable you to make first contact with your potential customers and turn them into raging fans and lifetime customers.
- Customer Experience: Develop more than marketing. Customers crave and are more likely to respond to an experience that improves their life. A positive omnichannel experience will develop advocates as well as drive new customers.
- Humanize Your Brand: There is a heightened degree of mistrust of brands, news, and marketing. Develop authentic marketing messaging and materials that evoke an emotional response while getting users to take the actions needed. This can be achieved without being polarizing.
- Localization: The 2016 presidential election reminded us that there are very different values and cultures throughout our large country. Develop and test localized creative and messaging that connects to consumers where they live and work. Don’t overly rely on broad-based assumptions.
- Gender: While this might seem obvious, men and women react differently. Segment and develop multiple versions of creative to address both genders.
There are many ways to engage your target segments that enables them to learn more about your offerings, show interest, and make a purchase without being divisive. Plenty of brands have been successful while being edgy and confident without getting political or controversial. It is possible to not “go there.”
The DMW Direct Difference
At DMW, we understand that we live in a rapidly evolving world. Yes, marketers must maintain pace with technology as it changes at lightning speed. But the social, emotional, and political landscape must also be considered when developing meaningful marketing materials and experiences. To ignore these factors could be disastrous.
We are always here to offer insight, knowledge, and recommendations to help improve your campaigns and performance. Contact us today to see if we can help craft effective messaging on your next direct response campaign.