Politics and marketing have always been closely related. Political marketing or advertising is designed to use data to prompt individuals to take action (to vote), or maybe to deter action (i.e., to keep voters at home); and similarly brand advertising is also oriented to get consumers to take action of some kind.
Beginning with the online-focused approach of the first Obama presidential campaign in 2008, which placed data-driven tactics at the heart of political strategy, every successful campaign has rested on its ability to use personalised messaging at scale — an art that found its most instructive expression in Donald Trump’s surprise victory in 2016’s presidential election.
The 2016 elections saw one of the most astonishing victories in the political history of America. It left millions in shock around the globe, wondering what is going to come, and more importantly asking: How did Trump do it?
Donald Trump busted many myths around what really works in persuading the masses, and what doesn’t. He has rewritten the rules of political advertising and has shown the power of emotion combined with reason.
Let us take a step back and look at some important data points
One year even before the Republic nominee elections i.e. in 2015, Donald Trump had the support of 15% of the voters as per the poll by the Economist. But, the number in itself is not an indicative of anything. It is far more important to note that these 15% comprised emotionally charged candidates, they loved Trump.
That’s indeed one of the oldest principles of building a brand – to start with an influential minority. The important rule of innovation says that when you launch a product, you never optimize it for the masses. Your focus is to cater to the early adopters who are not just going to use your product but rather advocate it.
Trump’s victory stands as one of the most resounding examples of the lessons of not just political advertising but also connected to the greater realm of Marketing. Watch Varun Satia, Founder and CEO of Kraftshala, unravel the lessons that the marketers can pick up from Trump's successful campaign.