A Marketing Look at the Midterm Elections
We are a few days from the midterm elections. How is it shaping up from a marketing perspective?
Each race has its unique dynamics but there are some clear broad themes emerging.
Republicans
The pitch from the Republicans is that things are going well and, if they win, there will be $5,000 checks for everyone.
And the Democrats have nominated some polarizing figures. Down in Texas, James Talarico is very progressive, opening him for attack. In Michigan, Abdul El-Sayed is a savvy marketer but an easy target for critics.
Could this work?
It seems like a stretch. Inflation is up, interest rates are high, real estate is out of reach for many, and the war continues in the Middle East.
Still, Trump’s core supporters will come through, along with loyal Republicans. The wealthy might vote Republican, too. Things are going well for people who own assets like housing and equities.
And then some people might be swayed by the $5,000, an idea that makes no sense at all but is simple and easy to understand.
Democrats
The core theme from Democrats: things are terrible. President Donald Trump and the Republicans haven’t come through on any campaign promises. Life isn’t more affordable. Manufacturing jobs aren’t increasing. Healthcare isn’t more affordable, or more accessible. The economic situation for many is worse, not better.
And Donald Trump is unbalanced.
This message will resonate with many. Loyal Democrats will come through, along with people struggling with higher costs. Farmers might swing for the Democrats. Even people in rural areas, traditionally Republican, might vote for a change due to high gas prices.
It would be nice if the Democrats were focused more on benefits. What will be better if they win? What is the plan? Beyond slowing down Trump, what specific actions will help the situation?
There certainly are things to talk about. Fixing social security. Improving healthcare. Building more housing. Investing in infrastructure and public transit. Ending the war.
The Net
I suspect this will be closer than many think. Clearly the momentum is with the Democrats as Trump’s approval ratings hit new lows, but the Republicans have areas of strength.
Ohio
Political attack ads are notoriously vicious. Brands rarely engage in caustic attacks – they don’t want to damage the category with mudslinging. Politicians aren’t constrained by this; when the election is over, it is over.
Still, Vivek Ramaswamy’s ad attacking Amy Acton sinks to a new low. The ad also makes no sense; how can anyone attest to a person’s honesty if they haven’t seen them in 50 years? That fact that Donald Trump and JD Vance applaud the ad is embarrassing.
Perhaps the most unfortunate part of this is that more and more people will decide that running for office just isn’t worth it. The only people who will enter the political area are those willing to attack and be attacked. Reasonable practical people will avoid the scrutiny.
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