Looking Back at t Presidential Election -...
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Achieving radical and sustainable improvement in top line performance Looking Back at the Presidential Election Marketing Lessons Learned November, 2016 Regardless of which candidate you were for in the Presidential Election, it is finally over (let's all take a deep breath). Despite the vitriol in this heated campaign, there
Transcript of Looking Back at t Presidential Election -...
Achieving radical and sustainable improvement in top line performance
Looking Back at the Presidential Election
Marketing Lessons Learned November, 2016Regardless of which candidate you were for in the Presidential Election, it is finallyover (let's all take a deep breath). Despite the vitriol in this heated campaign, there
are a number of superb marketing lessons to be learned from both candidates.These insights have direct application to businesses. Here's why... Focus, Focus, Focus: An effective campaign boils down to understanding theconcept of targeting and finding the ideal audience for your message. Recognizingthat some people are just never, ever going to vote for a certain party translates intocandidates like Trump avoiding Democratic strongholds such as Maine, New Yorkand New Jersey and it is also why you never found Hillary campaigning hard inTexas and Alabama, Republican strongholds. These states are not where their targetaudiences are.
Trump understood his ideal audience; white males without a college degree,representing nearly half of all white voters. Clinton's ideal audience was women andminorities, which let her down. The lesson learned here is clearly understand and define your audience and thenfocus your marketing efforts on them with the right message. Less is More: In campaigns where there are complex issues there is a need toachieve competitive differentiation resulting in thought leadership. The best way todo that is to own a word or a label and associate the label for yourself and/or yourcompetitors. For example, Trump decided from the very beginning of his campaignto own the word "great"...."Let's make America great again." A wonderful platitude.He then used the same concept to deposition his running mates in the Primary bybestowing on each of them a label. For example, Marco Rubio was "little," Jeb Bushwas "low energy," Bernie Sanders was "crazy," Ted Cruz was "lying," ElizabethWarren was "goofy," and Hillary Clinton was a "crooked and nasty woman." Whilecomical and distasteful, the branding stuck to every candidate contributing in part totheir demise.
Trump realized you can't expect to succeed with a complex message that requires alot of in-depth thought. The lesson learned here is that your business brand should have a simple messagethat helps you stand out from your strategic competitors. Less is more.
Conserve Resources: While Clinton's fundraisers significantly outperformedTrump's, the Trump campaign decided to be parsimonious with its war chest and useit only during the final push in the last days of the campaign. In essence, Trumpbelieved that the more he spoke off script, the more free media attention he wouldreceive. Hillary outspent Donald by a factor of 3 to 1. The lesson learned here is to use scarce resources and deploy them at the right timeand right place. If you have any questions or comments, please don't hesitate to reach out to us at [email protected]. Quick LinksHomepageServices
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