How to Market Around the Presidential Campaign Without Picking Sides

Leading up to Tuesday, November 8, 2016, the United States presidential election is on many Americans' minds. Whether you’re a citizen supporting a particular candidate, or threatening to move to Canada, the election brings forth a lot of debate, strong opinions and conversation. This significant season in our country’s history dominates media coverage and saturates social media feeds. 

As you plan content to market your business, consider working the theme of the election into your marketing strategy. Here are tips to do so without picking sides. 

Think Like Your Customer
There’s no question that election cycles can bring up unpleasant feelings and opinions. Think about your brand and your core customer base, and ask yourself: would my customers appreciate political references from us? If the answer is yes, see below. If the answer is no, abort mission immediately. Referencing the presidential campaign is only worth it if your customers are receptive. If there’s even a slight chance of offending, it may not be worth it to take the chance of upsetting your customers.

Humor is the Magic Ingredient
If you do decide to move forward, we suggest skipping the serious political posts and keeping your content light hearted, neutral and funny. If you take this approach, you are less likely to alienate one side or the other. 

Graphics/Imagery

• Create your own graphic playing on a typical candidate advertisement. Choose something that will appeal best to your audience.
  • For example, if you run a CrossFit studio, create a poster that says “Greg and Lauren Glassman for President!” featuring a picture of the CrossFit co-founders.
  • No matter if your customer is voting for Trump or Clinton, one thing your members can agree on is supporting the people who created their favorite workout.
  • You can promote the results customers can expect, with a campaign twist: “This isn’t a campaign promise: Come to our studio and see real results in 30 days with our nutrition and class challenge. Sign up here!”

Content Ideas

• In a playful manner, create “motivational posts” assuming that your members and prospective customers are frustrated with the candidate options and election. The posts will promise to “reduce frustration” and help ease your customer’s pain caused by presidential campaigning.
  • Sample posts could include: “We feel your pain. No matter if you’re Team Red or Team Blue, come work out your frustrations during tomorrow’s 8am class. We’re here for you.”
  • “Sick of presidential campaigning? Work out your aggression with us. Classes are at 5:30, 7:00 and 8:30 tonight!”
• Many people host debate or election night watch parties. Consider hosting a party at your gym or studio with a 'debate game.' For example, do a pushup every time jobs are mentioned. Events like this encourage a healthy outlet for dealing with political frustrations, and are likely to appeal to your customers.
• Facebook Post Idea: “Every time someone posts something political on Facebook, drop and give us twenty. You might not be able to help them, but you can better yourself.”
  • Add a few dollars to the post to boost it so your followers and their friends will have a higher chance of seeing it.
  • Since your followers will likely share your healthy outlook and approach, chances are they will see the humor in and appreciate the post.

Themed Events and Workouts
As with any content theme, consider in-person activities that will translate well to online coverage.

If you offer dance classes:

• Invite your customers to a “dance-off” featuring your most popular instructors battle it out on the dance floor.
• Avoid scheduling on a debate and/or election night, so your customers will be more likely to attend.
• Members can come cheer their favorite “candidate” (instructor) on, and you can open the floor to one big dance party at the end.
• Profile the candidates in advance on your social media accounts, and make a Facebook Event to advertise the dance off. Ask your members to invite their friends online, helping to spread word about the event and opening the door to prospective customers and give them a front row seat to experience and better understand your fun culture.

If you operate a gym:

• Create stations of different workouts, named after various terms in the political process. Ideas might include funny/silly names like “Pecs in the Polls” and “Administration Arms”
• Encourage your members to wear presidential themed workout clothes to participate, creating a fun photo and video opportunity to post online.
• Post signage that advertises the theme workout before it occurs, and promote on your social media channels, also reminding members in person about the time and date, encouraging them to sign up.

Now that you’ve read the options, which presidential campaign marketing idea will you vote for? Cast your “ballot” in the comments.