Grand Canyon Times

Election seasons, particularly in battleground states like Arizona, pose unique challenges for marketers due to the dominance of political campaigns across media platforms. The Arizona Lottery has adapted its marketing strategies to remain effective and relevant during these times.

Chris Rogers, Chief Marketing Officer at the Arizona Lottery, emphasizes the importance of earned media through community-driven stories. "During an election season, media outlets are saturated with political stories," he notes. To counter this saturation, the Lottery highlights its Gives Back initiatives and partnerships with organizations such as the Desert Botanical Garden and The Foster Alliance. These efforts showcase their commitment to higher education, healthcare, and economic development.

Social media plays a crucial role in maintaining visibility amid election-related content dominating traditional channels. By integrating efforts across PR, social media, and media teams, the Arizona Lottery creates engaging content that cuts through political clutter. This includes promoting experiential prizing and community-focused initiatives to connect authentically with audiences.

Community events offer direct engagement opportunities as a competitive advantage during political seasons. As Chris Rogers explains: "By investing in local events and charitable marketing efforts through our Gives Back program," they can foster long-lasting relationships with their audience.

Paid media remains part of their strategy but requires rethinking due to overwhelming political ad saturation. The focus shifts to less congested platforms like connected TV (CTV), over-the-top (OTT) services, YouTube, radio, streaming audio, and programmatic out-of-home (OOH). These channels allow precise targeting without directly competing with political ads.

Marketing during an election season demands a multifaceted approach. Brands can connect authentically by focusing on earned media through community-driven stories while maximizing social media engagement and participating in local events. Paid media should support rather than dominate strategies by targeting less congested platforms.

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