Since Trump was elected to take the highest office in the country, politics and news of reforms have flooded every aspect of our lives. Even if you choose to stay out of the political jargon, you seem to get dragged into the conversation by an old high school acquaintance, relative, or friend. If you can’t escape politics, imagine how what businesses big and small are doing to stay neutral on subjects.
Before the election happened, we saw a rise of concern for where brands were advertising or finding their customers online, spearheaded by a Twitter account called Sleeping Giants (@slpng_giants) and its followers, brands advertisements were called out for appearing on one particular site, Breitbart.com. Breitbart is a far-right media outlet that has been credited with helping Donald Trump get elected and is also known for posting questionable content.
During the same time, competitor Lyft took advantage of the situation donating $1Million to the ACLU to help with legal costs. This move quickly showed where the brand stood and where its competitor stood due to their actions.
While brands are slowly being made to pick a side, our Commander-in-chief has put the pen down from signing executive orders to give his Twitter fingers a little exercise. Tweeting “…Ivanka has been treated so unfairly by @Nordstrom…” after the department store decided to remove her clothing brand from their store.
As we all know, a Trump tweet can move markets, causing other brands image or stock price to fall in result. GM and Toyota’s share value dropped a couple points after Trump took to his personal Twitter to call out the auto makers for having their cars assembled in Mexico.
We expected to see Nordstorm face the same Trump curse, dropping a few points after the initial tweet was sent out. To everyone’s surprise, the department store giant bounced back past their previous share value and ended the day at 4% higher share cost.
As we navigate through 2017, we see more and more brands being forced to pick sides or find a form of neutral ground that appeases to their demographic. Best next steps to follow:
- Coordinate internally to find out where your business or brand stands on certain issues.
- Review the businesses advertising plan and where you’re showing up if you’re remarketing to consumers.
- Be aware of issues going on where your brand does business and how your business model can effect directly or indirectly.
If you have any questions about your marketing efforts during this time, don’t hesitate to reach out. We’d be happy to talk through and questions or concerns you might have.