It’s officially Q4, and we’re just weeks away from an election that’s already ramping up ad costs. If you’re noticing a sudden uptick in CPMs and your carefully planned ad budgets stretching thin, you’re not alone.
No need to worry—election season brings challenges, but with the right strategy, your brand can thrive in this competitive landscape and beyond. Here’s how I’m helping fashion brands like yours stay sharp, agile, and succeed through this election-driven ad frenzy.
1. Stay Nimble in Your Media Mix
By now, you’ve likely noticed ad costs creeping up, but here’s where the magic happens: diversifying your media mix. If Meta’s giving you sky-high CPMs, shift some love to TikTok, Pinterest, or even LinkedIn (yes, LinkedIn’s ad game is strong for B2B fashion wholesalers). This strategy has worked wonders for my clients. One high-end footwear brand saw a 20% lift in engagement after we moved part of their budget to TikTok for more cost-efficient reach.
Pro Tip: Keep a close eye on performance—now’s the time to optimize on the fly. If something’s not working, pivot quickly and be open to trying new platforms.
2. Max Out Your Owned Channels
Preparing early is crucial as we head into the election season. By focusing on owned channels like email and SMS campaigns, you can effectively reach your audience without incurring excessive ad costs. For example, we recently helped a luxury fashion client revamp their email and SMS strategies to create personalized content and exclusive offers. This proactive approach sets the stage for a significant revenue boost during the upcoming peak season.
Pro Tip: Now is the perfect time to double down on email and SMS flows. Whether it’s a VIP preview or a loyalty reward, keep your current customers feeling special and engaged—especially when everyone’s fighting for attention.
3. Maintain Momentum, Don’t Panic
When election ad prices skyrocket, it’s tempting to hit the brakes, but staying visible is essential. Pulling back too much can cost you in Q1, especially when competitors are still pushing. For one accessory brand, maintaining a consistent ad presence through the 2020 election paid off big, resulting in an 18% YOY growth come January.
Pro Tip: Adjust budgets, but don’t disappear. Election chaos won’t last forever, and staying in the game means you’ll hit the ground running once things calm down.
4. Be Bold—Experiment with New Channels
Now’s the time to test and refine. We’re seeing major growth on platforms like Pinterest and TikTok, especially for fashion brands. A luxury handbag brand I worked with recently added Pinterest into their mix, and after a few strategic campaigns, saw 30% more traffic to their site at a fraction of the cost of Meta. TikTok? Even better for engagement.
Pro Tip: Start small with test budgets, but don’t be afraid to go big once you see results. Testing during high-pressure periods like an election season can give you an edge over competitors who play it too safe.
The election storm is coming fast, but with the right strategy, your brand can thrive while others scramble. Let’s make sure you’re ahead of the curve, maximizing every dollar and reaching your ideal customers without getting swept up in the political ad surge.
💬 Ready to dominate Q4 and pave the way for a successful 2025? Book a discovery call, and let’s explore key growth opportunities for your brand!
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