{"id":9650,"date":"2025-11-03T01:57:13","date_gmt":"2025-11-03T06:57:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/11\/03\/alternative-marketing-solutions-for-a-costly-election-year-media-landscape\/"},"modified":"2025-11-03T14:17:22","modified_gmt":"2025-11-03T19:17:22","slug":"alternative-marketing-solutions-for-a-costly-election-year-media-landscape","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/alternative-marketing-solutions-for-a-costly-election-year-media-landscape\/9650\/","title":{"rendered":"Alternative Marketing Solutions for a Costly Election-Year Media Landscape"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <\/em><a href=\"https:\/\/www.linkedin.com\/in\/ray-sheehan-7390849\"><em>Ray Sheehan<\/em><\/a><em>, Founder\u00a0 \u2014 <\/em><a href=\"https:\/\/oldcitymedia.com\"><em>Old City Media<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Election seasons always bring volatility to the advertising world, whether it&#8217;s a presidential year or a local race with national implications. Media inventory shrinks, political dollars dominate, and rates go up across the board. That squeeze puts pressure on brands of every size to rethink how and where they allocate their spending.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not just about cost. It\u2019s about access. Political campaigns often buy up prime ad slots months in advance, leaving limited options for brands that rely on traditional media schedules.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re a company trying to stay visible in Q4, a business-as-usual approach won\u2019t cut it. Now is the time to shift strategies and lean into alternatives that offer better value and a stronger connection with your audience.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Political ad buys shrink inventory and drive up rates<\/h2>\n<p class=\"wp-block-paragraph\">Every election cycle, ad space gets competitive and expensive. While much of the public\u2019s focus may be on presidential or congressional races in even-numbered years, election-related ad spending happens year-round. Local campaigns, ballot initiatives, and political action committees continue to invest millions in TV, digital, and radio advertising in the <a href=\"https:\/\/www.sociummedia.com\/blog\/election-season-impacts-on-digital-advertising\/\">months leading up to November.<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That demand has ripple effects. Brands not involved in politics still find themselves priced out of the channels they typically count on. A 30-second spot that cost $2,000 last quarter might now go for double \u2014 if it\u2019s even available. That kind of instability makes it nearly impossible to plan a cost-effective campaign using legacy media alone.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The smart move? Get out of the bidding war. Redirect your budget toward channels that can\u2019t be hijacked by political spend.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Invest in direct, experience-based marketing<\/h2>\n<p class=\"wp-block-paragraph\">If traditional ad slots are clogged with campaign messaging, consider meeting your audience somewhere else. It\u2019s important for brands to show up in real-life settings where they can engage consumers directly (festivals, pop-ups, product samplings, and regional events).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These aren\u2019t passive impressions; they\u2019re interactions. When a customer samples your product at an outdoor event, attends your branded experience, or speaks to a team member face-to-face, the message sticks. You\u2019re not interrupting them; you\u2019re adding value.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s the difference between exposure and engagement. And in an election year full of noise, it is the latter that builds brand equity.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Use content to tell real stories, not compete for clicks<\/h2>\n<p class=\"wp-block-paragraph\">Not every business has a physical presence or live event strategy, and that\u2019s okay. There\u2019s still opportunity in digital if you\u2019re strategic. The trick is not to mimic traditional ad buying behavior (pre-rolls, banners, boosted posts). Instead, tell better stories.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Highlight real customer experiences. Show what your product or service does in people\u2019s lives. Avoid vague claims and generalizations. Stick to specifics. If someone had a great experience at your booth, turn that into a case study. If your team helped solve a problem at a local event, document it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">People are inundated with generic messaging during election cycles. The brands that stand out are the ones that feel honest, helpful, and personal.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Build custom campaigns that align with who you are<\/h2>\n<p class=\"wp-block-paragraph\">Brand storytelling isn\u2019t just about tactics; it\u2019s about alignment. If you want to gain traction during a crowded media season, your messaging needs to reflect your brand\u2019s core values, and those values need to show up in the way you market.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Start by looking inward: What do you want people to associate with your brand? Community support? Innovation? Accessibility? Then, audit your existing marketing against those values. Are they coming through clearly? If not, it\u2019s time to adjust the story you\u2019re telling \u2014 and how you\u2019re telling it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether through a local partnership, a small event series, or a digital campaign tied to a real-world initiative, your goal should be to stay consistent. Especially when the media world feels inconsistent.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Election cycles reward agility, not necessarily scale<\/h2>\n<p class=\"wp-block-paragraph\">Election-year marketing doesn\u2019t reward the loudest brand but the most adaptable. If you\u2019re tied to fixed media buys, you\u2019ll struggle to keep up. But if you\u2019re flexible, you can shift when costs spike, tap into new audiences through live experiences, and build trust in ways that don\u2019t require outspending anyone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Alternative strategies aren\u2019t just a backup plan; they\u2019re often the better plan \u2014 especially when the traditional playbook no longer works.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a year where politics dominate the headlines, your brand doesn\u2019t need to compete with the noise. It needs to be something people can trust. And trust is built through presence, purpose, and proof.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u2013 <\/em><a href=\"https:\/\/www.linkedin.com\/in\/ray-sheehan-7390849\"><em>Ray Sheehan<\/em><\/a><em> is a USA National Bestselling Author and the Founder of <\/em><a href=\"https:\/\/oldcitymedia.com\"><em>Old City Media<\/em><\/a><em>, a leading North American experiential marketing and event production agency. With a background in strategic planning, advertising, and event management, Ray has transformed Old City Media from a single-city startup into an international brand partner network trusted by Fortune 500 companies and top retail brands. He has been featured in Forbes Switzerland, Rolling Stone UK, Esquire Australia, Entrepreneur, and SUCCESS Magazine, recognized for his innovative approach to experiential activations, brand partnerships, and lead generation for nationwide home improvement companies. Earlier in his career, Ray partnered with UpcomingEvents.com in Philadelphia and worked with 20th Century FOX, where he oversaw production and launched a nationally syndicated television show. In 2020, he developed the G.I.F.T. Program at Old City Media, an innovative solution now embraced by grocery chains, retail stores, and other high-traffic big box locations. The program provides both brands and retailers with a turnkey platform for face-to-face engagement, lead generation, and new revenue growth. A recognized leader in the marketing industry and beyond, Ray continues to create scalable, results-driven programs that help brands build meaningful, measurable connections with consumers.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a year where politics dominate the headlines, your brand doesn\u2019t need to compete with the noise. It needs to be something people can trust. And trust is built through presence, purpose, and proof.<\/p>\n","protected":false},"author":7,"featured_media":9651,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-9650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Alternative Marketing Solutions for a Costly Election-Year Media Landscape | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/alternative-marketing-solutions-for-a-costly-election-year-media-landscape\/9650\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alternative Marketing Solutions for a Costly Election-Year Media Landscape\" \/>\n<meta property=\"og:description\" content=\"In a year where politics dominate the headlines, your brand doesn\u2019t need to compete with the noise. 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