Throwback Thursday: Trump
It all begins with an idea.
September 15, 2016:
Revisiting the most powerful marketing strategies behind the meteoric rise of Trump.
Strategy and Rhetoric: Trump 2016
Despite (or because of) Donald Trump’s controversial quotes and unapologetic demeanor, he has risen to presidential candidacy as the Republican nominee for President of the United States. Critics are baffled. Media reports reflect outrage among democrats and republicans alike, citing confusion over how Trump could be on the ballot for one of the most talked about presidential elections in U.S. history.
Love him or hate him, he’s got charisma which grabs attention and manages to maintain a high profile on every media outlet. What are his secrets? How can marketers learn from his massive success?
Below are three strategies which set the stage for Trump’s massive popularity:
Social Climate
Timing is a huge factor in the success of Trump’s political campaign. His controversial tactics may not have worked five years ago. But, in 2016, there is an even stronger sense of significant unrest in the United States over a variety of issues, especially equality and race. Trump saw those issues as opportunities to fuel the fire of social change, and thus, controversial soundbites were released to invoke media attention (free publicity).
The words of Trump infuriate some, while inspiring others – but the key takeaway here is people are talking about him. Media outlets hang on his every word, and dissect their meaning. Social media platforms are ‘on fire’ with conversations about Trump. It is flawless execution in timing, based on research of social issues and strategic positioning to gain popularity within those areas, among specific ethnic groups.
Target Audiences
Trump knows he needs the right audience to be successful. His rallies are planned in strategic areas where he knows he could solidify and strengthen support. Likewise, marketing campaigns have to start with strategically targeted audiences (and give those target audiences unexpected extras) to have a lasting impact and attract more customers. Marketing strategies need to include a wide variety of demographics and ways to engage with the brand, based on the industry and product or service being offered. Trump knows he is the product, and the American public are potential buyers who need solid reasons to vote for him.
Emotional Appeal
Storytelling became a trademark of the Trump campaign, as seen in his televised ads. People identify with stories due to their ability to paint a picture in the imagination, and fuel an emotional response, like gasoline poured on fire. It becomes easy to find relevancy within the context of characters. Trump campaign ads include Americans who have compelling stories. Other campaigns have done the same, but due to Trump’s controversial media presence, his ads get more media attention.
This post serves as an example of what can happen when three marketing tactics come together with a well-timed compelling story and strong narrative, which makes an impact on the hearts and minds of target audiences, and is not easily forgotten.
** The author of this blog is not a supporter of any political campaign.