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As we approach another election cycle, event promoters are facing a familiar challenge: skyrocketing advertising costs.
In this episode of the Event Promoter Podcast, we connect with Dr. Jill Bruckner, a Leadership Development Consultant with a background in Communications and PR, to explore into the impact of political spending on advertising and explore strategies for event organizers to navigate this turbulent landscape.
How Political Spending Impacts Advertising | Event Promoter Podcast Full Video
The Rising Tide of Political Ad Spend
Political advertising has always been a significant factor in the marketing world, but recent trends show an unprecedented surge. According to Open Secrets, political campaigns have already spent over $1 billion on ads this year – a staggering $600 million more than the 2020 campaign at the same point.
This massive influx of spending is creating a ripple effect across all advertising platforms, driving up costs for businesses and event promoters alike.
The Impact on Event Promoters
For event organizers, this surge in political ad spend presents several challenges:
- Increased Costs: The basic principle of supply and demand means that as political campaigns snap up ad inventory, prices rise for everyone.
- Reduced Visibility: With political ads dominating many channels, it becomes harder for event promotions to cut through the noise.
- Limited Inventory: Some platforms may prioritize political ads, leaving less space for other advertisers.
Strategies for Success
Despite these challenges, there are several strategies event promoters can employ to maintain effective marketing campaigns:
1. Diversify Your Marketing Channels
One of the key takeaways from our discussion is the importance of a diversification strategy in marketing. Event organizers are increasingly spreading their efforts across more channels. Our recent Event Promotion Trends report for 2024 revealed that the average number of marketing channels used by professional event organizers has increased from about 4.79 to 6.5.
This diversification helps mitigate the impact of increased costs on any single platform and allows you to reach your audience through multiple touchpoints.
2. Leverage Community Calendars and Newsletters
Community calendars and newsletters often offer free or low-cost promotional opportunities. These platforms are less likely to be saturated with political ads, providing a clear channel to reach your local audience.
3. Focus on Owned Media
Doubling down on your email list, social media followers, and website traffic can help you communicate directly with your audience without competing with political ads.
4. Explore Non-Traditional Channels
Consider channels that may be overlooked by political campaigns. This could include local partnerships, local community event calendars, guerrilla marketing tactics, or emerging digital platforms.
5. Emphasize Community Connection
In a time when political discourse can be divisive, position your events as opportunities for community connection. Highlight how your events bring people together over shared interests, providing a respite from political division.
6. Timing is Everything
Be strategic about when you run your campaigns. Consider focusing your efforts during lulls in political activity or immediately after major political events when audience fatigue might set in.
Looking Ahead
While the impact of political spending on advertising can be challenging, it also presents an opportunity for event promoters to innovate and refine their marketing strategies. By diversifying channels, focusing on community engagement, and thinking creatively about promotion, event organizers can continue to reach their audiences effectively.
Remember, the goal is not just to compete with political ads, but to offer something different – a chance for people to connect, engage, and enjoy shared experiences. In a world increasingly dominated by political discourse, your events can provide a welcome alternative, bringing people together around common interests and passions.
As we navigate this election year and beyond, stay adaptable, keep exploring new channels, and always keep your audience at the center of your promotional efforts. With the right approach, you can turn the challenges of political ad spending into opportunities for growth and community building.
For more insights on event promotion strategies and trends, don’t forget to check out our 2024 Event Promotion Trends Report, which offers a wealth of data-driven insights to help you refine your marketing approach.
You can catch the full episode on our YouTube channel or your favorite podcast platform.
Check out some of our other podcasts and resources for event promoters below.
