6 Critical Marketing Lessons from a Trump Victory
My original career was as a political campaign consultant, so I watched this election with particular fascination.
Regardless of your political leanings, I suspect most of us will agree with David Meerman Scott’s post that the best marketer has been elected President.
I wanted to drill down on that concept more, so I created the video below, and these lessons:
6 Critical Marketing Lessons From a Trump Victory
1. Different is Better than Better
Trump created more contrast than Clinton, and contrast creates clarity.
2. Memorable is Better than Thoughtful
Making people think is a barrier to action in a short attention span world.
3. Impact is Better than Accuracy
The truth of your information is less important than its resonance.
4. The Wizard is Better than The Wand
Clinton had a huge ground game and big data advantage, but that was ultimately overcome by an opponent that created a higher passion level.
5. Authenticity is Better than Cultivated
Clinton has had an authenticity problem for many years. Even Saturday Night Live pilloried her for it. Whether Trump’s positions as a candidate are authentically his remains to be seen, but he was perceived as far more authentic than the electorate.
6. Relevance is Better than Budget
Trump was outspent significantly, but was the more relevant candidate to his supporters. Exit polls show that Clinton failed to turn out large numbers of Obama voters, indicating a relevancy challenge even with the historic base.
(Please watch the video for additional context, and please keep comments below about marketing, not politics. Off-topic discourse will be deleted.)
Originally published at www.convinceandconvert.com.
President EMEA at Box - The Content Cloud
7 年Insightful - the power of data analytics and social media.
CEO ASAP Marketing, LLC, Board Member RESILIANT SDP, Partner SkipIntro Advisors
7 年The Trump win started in the fall of 2015- I was picnicking with some Trump people at the Fauquier County Gold Cup (steeplechase races)- they were the advance team for the Trump Hotel opening. Here's what I learned- they used DATA to find grossly underserved market in political marketing- they came to know them like we know a brother, best friend and then they went to work. Using "rallies" - mass mind melds" that put Star Trek to shame- they created a community from disparate characters. My take away- KNOW the buyer in ways we've never imagined.
Healthcare Data Strategist - Passionate about Making Healthcare Available & Better for All
7 年It's making me to think about my sales pitches and presentations
Healthcare Data Strategist - Passionate about Making Healthcare Available & Better for All
7 年This was actually helpful
Registered Health Guardian at Pathology Prevention
7 年These bullets have a lot of emotion behind them, but let's stick to #2 Barry. The word "Better" is misleading. Perhaps, "is more likely to stimulate behavior" would be more accurate? Then of course we see that those things we have to think about will receive slower responses. In marketing I want rapid, "no brainer" propositions to elicit targeted responses. The more the market has to think about my proposition, the slower the response is. It may be that #2 is a restatement of #1, but less clear.