by Picture me singing the following lines to the tune of Summertime, from Porgy and Bess:
Election time, and the ads are quite sleazy
Political smackdowns, oh what a nasty sight,
The candidates, they’re so bold and deceiving
Trying to convince you that their side’s right.
Before I go on, let me apologize for asking you to picture me singing. That is cruel and unusual punishment, but I did it to make a point.
We are racing into what appears to be a very tight and very contentious presidential election and regardless of where you sit politically, I think we can all agree that Harris and Trump have very different views on how the country should be run.
And as is the case with every presidential election, both sides are spending like drunk sailors.
However, with most observers seeing the country split 50/50, both candidates know every dollar could make a difference, and subsequently, spending this time around is at an all-time high.
According to AdImpact, a political advertising analytics company, political ad spending this election cycle is at a record-breaking US$10.7 billion, up on the previous record of US$9 billion, set during the 2020 election.
So, while that big spend may be great for the candidates, it does little to help furniture retailers have the audacity to try and connect with consumers via TV or radio ads between now and November.
And with home furnishings sales having been less than stellar this year, the outlook for furniture retailers hoping to get a commercial word in edgewise looks bleak.
But maybe not. Furniture retailers can still make a impact on consumers’ minds despite the political ad saturation.
Here are some strategies to consider:
- Keep it local: Tailor your marketing efforts to resonate with local communities rather than broad, national campaigns. This can help your brand stand out and connect on a more personal level.
- Dig into digital marketing: Utilize targeted digital ads on social media and search engines where political ads might not dominate. Invest in SEO and content marketing to drive traffic to your website.
- Stay current with social media trends: Participate in trending conversations and relevant hashtags that align with your brand. This can help increase visibility and engagement in a crowded media landscape.
- Think Purple Cow — create unique content: Develop content that provides value to your audience, such as home decor tips, DIY projects or behind-the-scenes looks at your business. Unique content can help you stand out from political noise.
- Run time-sensitive promotions: Offer special deals or promotions that create urgency. Limited-time offers can capture attention and encourage quick action.
- Collaborate with local movers and shakers: Partner with local influencers or bloggers who can promote your products more authentically and engagingly.
- There’s still no place like home: Consider organizing or sponsoring local events or workshops that tie into your brand. This can boost local visibility and foster a sense of community.
- Keep it real with customer kudos: Share testimonials and success stories from your customers. Real-life stories can be compelling and create a positive association with your brand.
- Signal your social responsibility: If your business supports local causes or engages in corporate social responsibility, highlight these efforts. Your customers appreciate brands that contribute to their communities.
- Please keep it coming: Consistency is key to relevancy. Track what works and keep it going.
Hopefully, one or more of these suggestions will keep you visible, viable and profitable during the next few months.
While I am the first to admit there are no silver bullets here, maybe one of these suggestions may be a candle to help light the path ahead.
