Leading with Connection: Navigating and Election During the Holiday Season
What a whirlwind this time of year can be. Between gearing up for the holidays and the intensity of a presidential election, it feels like everyone is juggling a lot. If you’re a brand, you’re probably asking yourself: how do we stay relevant without overwhelming our audience?
So, how do you keep your brand visible and relevant without adding to the noise? Right now, your audience probably doesn’t want to be sold to in the traditional sense. They’re looking for something more—authenticity, connection, and value. In this post, I’ll be sharing how we’ve been guiding our clients to navigate Q4 marketing during this season.
People Are Tired of Being Sold To — Lead with Connection Instead
Let’s be honest: election season is exhausting. Between constant political ads, social media posts, and heated conversations, consumers are in full information-overload mode. The last thing they want is to be hit with more aggressive sales messaging. Instead of focusing on “selling,” this is your chance to focus on creating genuine connections.
What we’ve found works best is sharing content and messaging that builds trust. Think about how you can educate, entertain, or inspire your audience. For instance, at Birdie, we often recommend creating content that tells the story behind the brand or offers practical advice that’s helpful to your customers without being pushy. Remember, people want to feel like they’re learning or gaining something from you—not just being sold a product.
It’s Time to Focus on Your Brand’s Values
Now more than ever, people are paying attention to what brands stand for. They want to know the companies they support have values that align with theirs. This doesn’t mean diving headfirst into political discourse (unless that’s central to your brand), but it does mean being clear about your brand’s purpose and the bigger impact you’re trying to make.
For example, if your company is focused on sustainability or community outreach, now is the perfect time to highlight those initiatives. What’s working for our clients is tying brand messaging to something meaningful—showing consumers you’re not just about selling a product, but about making a positive difference. This approach is something we’ve seen resonate during times when consumers are more tuned into the “bigger picture.”
Leaning Into Intimate Events
During a high-stress period like an election season, people are looking for comfort, connection, and a break from the chaos. One way we’re encouraging our clients to stand out is by leaning into intimate events. Rather than competing for attention with huge promotions, consider creating smaller, more personal experiences that align with the holiday season.
Think about partnering with existing local or holiday events that people are already excited about in your community. Whether it’s hosting a holiday-themed workshop, creating a cozy pop-up event, or sponsoring a local gathering, it’s an opportunity to connect with people in a setting where they already feel comfortable. It shows you’re part of their world—not just trying to grab their attention for a sale.
Timing is Everything in Q4
One of the trickiest parts about marketing during a presidential election is timing. In the weeks leading up to Election Day, everyone’s attention is divided. Consumers are focused on the election, and it can feel like your brand’s message is getting drowned out.
What we’re advising our clients to do is ease up on heavy promotions before Election Day. It’s a great time to focus on brand-building content—things like blog posts, videos, or social media that share stories or useful insights. Once the election dust settles, you can go back to more direct sales campaigns as people start shifting their focus back to the holidays.
What to Do on Election Day (and the Days After)
Election Day itself can be a tough time to push any content. Most people are hyper-focused on the results and the conversation surrounding them, so any direct sales content might be ignored—or worse, seen as tone-deaf. Here’s our recommendation:
Election Day and the Days Following: Avoid pushing out promotional content during Election Day and for a few days after. Consumers are likely too wrapped up in election results to focus on anything else. This period, including Veterans Day the Monday after, is best used to step back, avoid sales pushes, and refrain from major PR efforts.
After November 12: Once things have settled, you can begin leaning into community-centered messaging. This is a great time to start focusing on themes of togetherness, prepping for Thanksgiving, and building excitement for the holidays. Use this opportunity to connect with your audience through content that emphasizes coming together, gratitude, and preparing for the season of giving.
Lean Into PR Opportunities That Aren’t Sales-Driven
Here’s something we’ve been recommending a lot lately: shift your focus away from purely sales-driven PR to initiatives that build long-term brand trust. Q4 is a great time to position yourself as a thought leader or to highlight any community initiatives your brand is involved in.
For example, we’ve seen clients have a lot of success by hosting panels, or educational content during this time. It’s a softer way to stay top-of-mind without pushing a product. Or, if you’re doing something meaningful in your community or within your industry, this is the perfect time to get press around that. It’s a way to show the heart behind your brand and build stronger, more meaningful connections with your audience.
Be Mindful of Your Tone
Tone is something we have to be especially careful about during election season. It’s easy for messaging to come off as too aggressive or tone-deaf when emotions are running high. We’re advising clients to keep things light and empathetic—focusing on inclusivity and understanding.
A good rule of thumb we use: ask yourself, “Does this message feel supportive?” If the answer is no, it might be time to take a step back and adjust the tone. Your audience will appreciate content that feels thoughtful rather than rushed or overly promotional.
Image from Birdie's Camp La Fontaine
Stay Flexible and Adaptable
If there’s one thing I’ve learned, it’s that flexibility is key during an election season. The political landscape can change quickly, and sometimes it’s best to hold off on certain campaigns until the timing feels right. Keep an eye on what’s happening around you and don’t be afraid to pivot your approach if necessary.
One thing we’re doing at Birdie is advising clients to have a few different strategies in place, so they can easily shift gears if needed. For example, if tensions rise or an event creates significant public outcry, it’s smart to pull back on promotional content and lean into something more supportive or value-driven.
Final Thoughts
At the end of the day, navigating Q4 marketing during a presidential election is all about balance. It’s about understanding that consumers don’t want to be bombarded with sales right now, but they do want to engage with brands that are authentic, value-driven, and thoughtful.
This is a time to lead with empathy and focus on long-term brand-building strategies. If you approach it with care, you’ll not only maintain your audience’s attention but also build trust that lasts well beyond Election Day.
