Dear Anna: Make Your Message Win During Elections

Contractors looking to get their name out are put in a difficult position by an election year and the glut of political ads flooding the market. In this episode of “Dear Anna,” Anna Anderson, CEO of Art Unlimited, helps you determine the best way to navigate this marketing cycle.

Even before analyzing numbers and costs, Anderson’s first piece of advice is to conduct an overall assessment of what channels you’re advertising in, such as TV and radio, and go from there.

“You lay out all of those different channels. Then what you need to begin asking … yourself and your team is, are these the same types of media channels that a political campaign would be leveraging as well?” Anderson said.

From there, Anderson says it’s a matter of examining the cost of marketing during an election cycle and determining what the most effective methods will be for your company to win over people desensitized by a constant barrage of ads.

“This is not something and just say, ‘Okay, it is what it is.’ But rather, how do you diversify? Those are key questions to ask,” she says.

Anderson also breaks down what contractors need to know in terms of what questions to ask when discussing advertising efforts with their marketing person, and to consider some out-of-the-box thinking, such as grassroots marketing.

For more ideas, listen to the full episode here, and check out previous “Dear Anna” episodes for additional marketing advice.