CMO Confidential Podcast Summary
Episode: Gary Briggs | Marketing Observations and Lessons Learned From the 24' Presidential Election | Part 2
Host: Mike Linton | Guest: Gary Briggs | Release Date: February 25, 2025

Introduction

In the second installment of his insightful conversation with Gary Briggs, Mike Linton delves deeper into the intricate strategies and pivotal lessons gleaned from the 2024 Presidential Election. This episode uncovers the sophisticated use of marketing techniques in high-stakes political campaigns, offering listeners a behind-the-scenes look at how massive marketing budgets are allocated, the speed at which campaigns operate, and the critical balance between paid media and organic content.

Strategic Use of Paid Media in Political Campaigns

Gary Briggs opens the discussion by highlighting the strategic deployment of paid media as a tool to outmaneuver political opponents. He emphasizes the tailored approach campaigns take to target specific demographics and edge out rival messages.

“The way that does that occurs and I think this is one of the main insights for, you know, non-political marketers... is the ability to create content at scale, at quality.”
— Ken Young [01:30]

This segment underscores the importance of precision in messaging and the role of sophisticated media buys in shaping voter perceptions.

Speed of Execution and Learning in Marketing

A recurring theme in the conversation is the paramount importance of speed in both executing marketing strategies and learning from campaign data. Briggs and his co-host discuss how rapid content creation and agile response mechanisms can significantly influence campaign outcomes.

“The people who win in marketing is whoever learns faster. It's a huge distinction that certain companies have.”
— Ken Young [02:59]

Briggs elaborates on the competitive advantage gained by teams that can swiftly adapt their strategies based on real-time feedback, a lesson that transcends political campaigns and applies to corporate marketing alike.

PR Strategies and Crisis Management

The episode delves into the realm of public relations, particularly how campaigns navigate unexpected crises. Briggs recounts the assassination attempt on Donald Trump and its profound impact on the campaign's media strategy.

“There was this assassination attempt against Trump and I'm like, oh man, I gotta, like, I gotta get home... we had to pull all our advertising.”
— Ken Young [10:30]

This anecdote illustrates the delicate balance between maintaining campaign momentum and responding appropriately to unforeseen events, highlighting the critical role of PR in managing public perception during crises.

Media Saturation and Advertising Strategies

Briggs provides an in-depth analysis of media saturation, discussing how the overwhelming presence of political ads can both influence and desensitize the electorate.

“It's like the ever more more is more and not taking the chance of not reaching somebody... we're just hitting them with as many messages as possible.”
— Ken Young [14:21]

He presents staggering figures on Gross Rating Points (GRPs), emphasizing the relentless pressure to saturate media channels to ensure message retention among voters.

“We were buying in the last weeks in Philly, 2,500 [GRPs]. What is the total supply of GRPs in Pittsburgh in a week? The answer was 86,000 press rating points.”
— Ken Young [16:01]

These insights reveal the sheer volume of advertising required to make a significant impact in key battleground states.

Marketing Lessons from the 24' Presidential Election

Gary Briggs extrapolates several key marketing lessons from the election, focusing on the necessity of speed, adaptability, and integrated media strategies.

“Getting content out in the world and getting responded to by people in is more important than beauty most of the time.”
— Ken Young [18:23]

This philosophy advocates for a “move fast and iterate” approach, prioritizing responsiveness over perfection to effectively engage with the target audience.

Advice for Marketers and Career Insights

In a candid conversation about career development, Briggs discusses the value of high-pressure environments for younger marketers. He encourages embracing challenging roles that foster rapid learning and adaptability.

“For younger people, I think it is a great experience... being thrown into something you're not fully qualified for in a short amount of time with not a lot of support.”
— Ken Young [19:50]

Briggs warns against the growing tribalism in hiring practices, advocating for recognizing the transferable skills gained from intense campaign experiences.

Conclusion

As the episode wraps up, Gary Briggs shares a poignant personal anecdote about witnessing a pivotal debate moment, encapsulating the unpredictable nature of political marketing.

“I thought this is all going to change. It's just a matter of, you know, when. And I think that's... that experience... was like no other career experience I'd ever had.”
— Ken Young [22:13]

Mike Linton concludes by reinforcing the episode’s key takeaways: the critical importance of speed, the necessity of media saturation, and the enduring value of integrated marketing strategies. Listeners are left with a comprehensive understanding of the dynamic interplay between marketing and politics, enriched by real-world examples and expert insights from Gary Briggs.

Key Takeaways:

1. Speed and Agility: Rapid content creation and the ability to learn and adapt quickly are essential for successful marketing campaigns.
2. Media Saturation: High volumes of targeted advertising are crucial to ensure message penetration in key demographic segments.
3. Integrated Strategies: Effective campaigns require a seamless blend of paid media, PR, and organic content to maintain narrative control.
4. Crisis Management: Proactive and strategic responses to unexpected events can significantly influence campaign outcomes.
5. Career Growth: Challenging roles that push marketers out of their comfort zones can accelerate professional development and skill acquisition.

This episode of CMO Confidential provides an unparalleled glimpse into the high-octane world of political marketing, offering valuable lessons that resonate beyond the campaign trail and into the broader landscape of corporate marketing strategies.