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How to Trump Marketing !

5 Lessons from the 2016 Election

@SupraMBA#PCATX18

How to Trump Marketing

C.K. Kumar @SupraMBA

Segmentation

Product Positioning / Messaging

Competitive Differentiation

Market Forecasting

Branding

Agenda


C.K. Kumar @SupraMBA Source: Pew Research

Meanwhile in America

Now.. Where do you focus?



What Really Happened…

Source: Pew Research



Lesson 1: Know Thy Customer

Customers may be irrational

We are all snowflakes. Make it personal

Watch actions, not what was said

Dynamic Buyer Personas

Optimal Refresh Cycle



How Americans Felt in November



How Americans Felt in November

Anti-Establishment Mood

Uneven Economic Prosperity

Demographic and Social Changes

Old Attitudes STILL Persist



Lesson 2: Resonate with Customer

Be Authentic

Watch Macro Trends

Keep Messaging Simple

State Your Message. Rinse. Repeat.

Leverage All Channels



Voter Perceptions & Campaigning

Source: Quinnipiac University



Voter Perceptions & Campaigning

In Millions Clinton Trump DiffCampaign Total $$ Raised $807 $404 $403

Campaign $$ $581 $351 $230

Small Ind. Contribution $151 $232 ($81)

Large Ind. Contribution $430 $119 $311

Advertising Supporting $73.40 $60.10 $13

Opposing ($120) ($376) $256

Social Media Facebook Likes 10.2 20.6 -10

Twitter Followers 13.1 24.2 -11

Source: Insidegov.com



Lesson 3: Differentiate with Care

Real, Sticky Differences

Emotional, not rational

Not all customers are important

Exaggeration matters (but not too much)

Lady Luck needs to smile



The Fallacy of Forecasting

Source: Final Projection from CNN, Nov 4th



Lesson 4: Forecast.. but watch out!

Datasets are never perfect

Understand the assumptions

Data needs to be granular & fresh

History never repeats but rhymes

Prediction vs. Reality



Everything Mattered !

Source: Reddit



Lesson 5: Everything Matters !!

Source: James George, MarketingProfs



Key Takeaways

Customers are fickle. Stay close to them

Message, meet Product

Authenticity is hard to fake

Not all customers are equally important

Forecast but check regularly with reality

Everything matters in marketing



Thank You

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