Marketing Among Mayhem

Advertising agency team collaborates at working table.
Advertising agency team collaborates at working table.

Not Running for President in 2016?

That makes most of us. So, we talked to Michael O’Brien, VP of Sales for the television division of The E.W. Scripps Company, to gather some expertise on this topic. Here are four tips inspired by his advice to keep your marketing on track despite the insanity that is 2016.

TIP 01: GRAB YOUR COMPASS

AND YOUR ADVENTUROUS SPIRIT. WE MAY GO OFF-ROADING FOR THIS ONE…

O’Brien’s number one tip? “Know your map. Know where you have to protect yourself.” The media landscape will ebb and flow drastically in a battleground state. So keep your eye on the polls and navigate alternative routes accordingly.

TIP 02: GET BENT OUT OF SHAPE.

MALLEABLE METHODS ARE A MUST.

During an election year, the flexibility of your media plan is key. Expensive political ads can easily race ahead and kick you out of your buy. To protect yourself, lock in your media early and come up with a few versions of your plan that will achieve the same outcome. If you get edged out, you’ll have a make-good option to put you back on top.

TIP 03: FIRST IMPRESSIONS MATTER.

MAKE IT A GOOD ONE.

CPMs increase with high competition. Political spend will be high on video, mobile, and Facebook. Solution? Get granular with your digital targeting and make every impression count. Organic is essential too, so invest in some great SEO and encourage people to share your posts.

TIP 04: WHEN YOU CAN’T SAY ANYTHING NICE…

SAY SOMETHING SMART. OR NOTHING AT ALL. 


Only play into political chatter if you plan to add some relevant value. And, above all, do it in a way that makes sense for your brand. Cynicism is at an all-time high with less than 25% of Americans describing brands as “open and honest” (source), so give your audience some authenticity and your message will have a better chance of resonating.