Trump’s election victory delivers marketing masterclass businesses can copy

It was a dramatic contest, a battle between the “traditional meets digital” approach of Donald Trump and the pop-culture-heavy, celebrity-driven strategy of Kamala Harris. As the dust settles on the 2024 U.S. election, the resounding success of Trump’s campaign provides a masterclass in harnessing marketing tactics and leveraging emotional triggers. By Justin Pugsley

What Trump nailed …

Trump’s marketing strategy was simple yet effective. Rather than leaning heavily on traditional media, he opted to reach people where they were already engaging. Platforms like X (formerly Twitter), Twitch, and podcast appearances were central to Trump’s campaign.?

He bypassed traditional gatekeepers, establishing a direct connection with millions of followers, including young male voters through influential personalities like Logan Paul and Joe Rogan. This approach not only allowed him to sidestep critical news outlets but also presented him as “authentic,” someone who wasn’t hiding behind carefully crafted soundbites.

By placing himself in non-political settings, Trump connected with an audience that had grown sceptical of mainstream politics. His messaging spoke directly to the “forgotten” Americans, those who felt left out by a rapidly changing social and economic landscape. “Max out the men and hold the women” became a central campaign mantra, helping Trump resonate with conservative and independent men across America.

Pushing emotional buttons

Trump’s team expertly wielded emotional marketing triggers, tapping into the primal feelings of pride, fear, and nostalgia. His “America First” mantra, echoed across rallies, podcasts, and social media, reignited the old-fashioned notion of the American Dream - a message that spoke to voters who felt disconnected from coastal elites and big corporations.?

By emphasising themes of security, economic stability, and national pride, Trump tapped into sentiments of resentment toward a ‘broken system’ and gave voters someone to rally behind.

The use of influencers to amplify messages about immigration and economic disparity also resonated with many U.S. voters. For younger, less politically active voters, influencers became a trusted source, someone who could interpret Trump’s policies in relatable terms.

This approach wasn’t about winning a demographic wholesale but about nudging a few percentage points - a critical advantage in battleground states.

Harris’s disconnect?

Kamala Harris, on the other hand, focused on building her brand around pop-culture connections, aligning herself with figures like Taylor Swift and Billie Eilish. Her campaign leveraged platforms like TikTok to engage young audiences, even tapping into trends like meme culture.

However, the strategy faced a critical flaw: while it garnered substantial visibility, it didn’t necessarily convert to action.

The approach of associating with high-profile celebrities created a polished image but missed an opportunity to address the deeply felt concerns of many voters. Harris’s messaging around social issues and inclusivity resonated but lacked the urgency of Trump’s rhetoric.?

As one commentator observed, Harris’s campaign came across as tailored for an audience that “liked her” rather than one that would go out and vote for her. Her advertisements were emotionally charged, but they did not evoke the visceral call-to-action that marked Trump’s campaign.

Leaning into emotion

There are several take-aways from Trump’s campaign for businesses looking to capture market share and win customer loyalty.?

Trump’s success shows that authentic, direct-to-consumer engagement can be more powerful than traditional advertising, particularly when targeting a sceptical audience. Instead of talking “at” customers, Trump’s team spoke “to” them, inviting real-time interaction and feedback through platforms designed for conversation.?

His campaign didn’t shy away from controversial topics; instead, it leaned into them, making him the voice of voters’ unspoken fears and frustrations.

Key takeaways for businesses

1. Bold messaging: Trump’s campaign wasn’t afraid to make strong, direct claims. Businesses can benefit from a similar approach by clearly communicating what they stand for and what they won’t compromise on.
2. Leverage influencers and community leaders: Trump’s influencer collaborations show the impact of meeting audiences on familiar platforms. By working with influencers, brands can gain credibility and visibility with audiences who might otherwise be indifferent.
3. Use emotional triggers effectively: Just as Trump tapped into primal emotions like pride and security, brands should identify emotional cues that resonate with their audience’s core values. People connect deeply with brands that understand their lives and struggles.
4. Meet your audience where they are: Whether it’s a podcast or social media, go to the spaces where your audience is most active. Be willing to adapt and innovate your approach, just as Trump’s team did by using Twitch and other unconventional platforms.

The 2024 election was a masterclass in emotional, digital-first marketing - one that businesses can draw inspiration from and mobilise their customers. Trump’s campaign demonstrated that with the right messaging and a bold strategy, it’s possible to galvanise a loyal following, turning potential supporters into dedicated believers.