Fast approaching is the 2024 election. It will have two huge effects on marketers.

  1. The marketing channels will be overwhelmed by political messages. Direct mail, radio/TV, email, Facebook, pre-rolls, digital ads — everything — will be huge clutter. It’s expected over $12 billion (yes, billion) in political spending to begin hitting. Bottom line: your message will be lost. Your response rates will fall. And…
  2. The media costs will spike.
    Almost all media will increase their costs as inventory declines and insane prices are raised because the political consultants will pay outrageous fees and get bigger commissions.

Media availability will shrink.

Bottom Line: Your cost per lead/cost sale will shoot up as your media costs skyrocket and response rates go down.

The best strategy?

Avoid marketing in these 10 states from now to January/February– slow down or stop. You will have most money going to the early primary states and swing states.

The states with early primaries are:

  • Iowa
  • New Hampshire
  • South Carolina
  • Michigan

The swing states are:

  • Georgia
  • Arizona
  • Pennsylvania
  • Wisconsin
  • Nevada
  • North Carolina
  • Michigan

States to cut back on from January/February or stop until Super Tuesday on March 5th are:

  • Alabama
  • Arkansas
  • California
  • Colorado
  • Maine
  • Massachusetts
  • Minnesota
  • North Carolina
  • Oklahoma
  • Tennessee
  • Texas
  • Utah
  • Vermont
  • and Virginia

In certain media — like TV — expect to see costs soar higher than other media. It’s better to switch to other media that will not reflect the increased costs, like direct mail.

Direct mail avoids cost increases. But as election day approaches, mailboxes will be flooded.

This change in marketing will also mean adjusting your budget to go heavy in your marketing from December 15th to January 1st as little political activity will take place.

After Super Tuesday, there will be little political so plan on marketing between March 6th to June. After that comes the November election in the fall.

Don’t take risks. Don’t waste money. Don’t get lower responses. Market smart.

Need some ideas or a plan for direct marketing for the upcoming election season in evaluating your next steps?

Give Michael a call at 615-933-4647 or email him at [email protected].