In politics, every vote counts. At retail, every room counts!
by Gordon Hecht
It’s been a stressful, uncomfortable year for most of your customers. Marketing lessons from the recent election cycle can help you to remind them how and where they can find calm in comfort throughout 2025.
Every four years, voters in the US choose a new president. November 5, 2024, marked Election Day for this cycle, and results were settled the next day. As usual, 50.5% of the population was thrilled, and the other 49.5% were disappointed. Together, we all moved forward.
Since the middle of the last century, it seems like presidents have been marketed as dish soap or margarine. It’s more about the advertising and campaign than policies, records, and experience. The 2024 race was historic for many reasons. However, I believe the most notable event was the change in how the candidates were marketed to the electorate.
We in the retail world should learn from this cycle’s methods and tactics, which also apply to sofas, mattresses, and dinettes.
Raving Fans
Both presidential candidates enjoyed a built-in base of voters who made up their minds early and were not swayable. Your store also has a base of fans who will only shop at your store when they need home furnishings. They love your selection, service, and pricing.
It sounds good. However, the flaw with these fans is that they are often not motivated to cast their ballot. In your case, they love your store but aren’t in the market to buy right now.
Political campaigns on both sides made a concerted effort to encourage voters to vote early, by mail, or go to a polling place. They stressed that every vote counted and was a chance to be heard.
In our business, every room counts! Every shopper has multiple home furnishings needs. And about the time the last bedroom is finished, it’s time to redecorate the family room.
A goal for 2025 is to motivate your existing fan base to visit your store and shop, whether it’s replacing a worn recliner or giving the store a wall-to-wall makeover. We must stress the importance of ‘Home First’ and the value of comfortable home environments. Consumers are feeling the strain of the past year and need to be reminded that it’s nice to travel, but there’s no place like home for finding sanctuary, relaxation and happiness every day.
Go to Where They Are
In the months leading to November, a single visit by a presidential candidate could attract a crowd of 20,000 or more. People waited in line for hours just to be part of the experience. Both candidates crisscrossed the nation for major rallies.
I am confident that most of us won’t attract rock concert-sized crowds. On the other hand, we can’t wait for shoppers to come to us. We need to go where they are.
In your burg, that means joining the chamber of commerce to rub elbows with local people of influence. If you want to know about new home buyers, why not connect with the board of realtors in your area?
Local civic clubs are always hungry for guest speakers. You can deliver a great story about the value of sound sleep or how to accessorize a home. Look for groups like the PTA, Lions Club, or Junior League. You’ll market your business to 20 or 40 people at a time with a 40-minute infomercial. Bring a one-page brochure, a few door prizes, and plenty of business cards.
The Legacy Media Gap
The first televised presidential debate occurred in September 1960. Seventy million people, out of about 90 million possible voters, watched the one-hour program simultaneously broadcast by all three major networks.
Those days are gone. Today, more people get their news from social media and podcasts on demand. They watch on handheld devices when and where they want to view it. Radio, TV, and especially newspapers have less influence each year.
In this cycle, both candidates mixed television and radio sparingly. They both clocked more time on podcasts to get their points across to the audience.
The message is clear: Marketing is no longer a scattershot endeavor. While getting 100 million “impressions” can boost the ego, it does little to generate sales activity and revenue.
Targeting your message to audiences that are most likely to purchase is the best approach. Specific social media and podcast content allows you to find the people who need and want your merchandise.
Expose the Discomfort
Election 2024 was rare because we didn’t have an incumbent candidate who needed to defend the status quo. Both party standard bearers could tout the need for change. Both knew that while we are taught never to pick at a scab, that’s how elections are won. Find the pain and offer the solution.
Many consumer products are marketed in the same way. Need to grow hair? We can help. Have to lose a few pounds? We have the solution. Call us if you have a leaky roof, bugs in the pantry, or a hungry family. We will fix it.
Almost every product in your inventory is designed to alleviate discomfort—mattresses and pillows, for sure. But it is painful to have ugly, worn living room furniture, swivel barstools that wobble but don’t turn, or an entertainment armoire designed to house a 25” television.
In 2025, your marketing message has to be, “You no longer need to live with the pain!” Your shop needs to be ground zero for fixing home furnishings anguish and replacing it with happiness. All for a few dollars a month!
The last election year is in the rearview mirror. It’s a new year and a fresh start. And to be sure, about the time you’re putting away the snow shovel and bringing out the lawn spreader, Election 2028 will be in the news.
Marketing that next go-around will be even more different than our most recent big dance. In the meantime, take the lessons from 2024 and grow your empire.
HIGHLIGHTS:
“Despite slow traffic at the July Vegas show and less than stellar October High Point traffic, I predict more owners, buyers, and retail gurus will show up.”
“While getting 100 million ‘impressions’ can boost the ego, it does little to generate sales activity and revenue.”
“In 2025, your shop needs to be ground zero for fixing home furnishings anguish and replacing it with happiness. All for a few dollars a month!”
