Love him or hate him, but there’s one thing that you’ll never be able to say about Donald Trump, and that is that he doesn’t know how to market himself. Marketing has always been his forte throughout his career, and he showed his marketing acumen by the way he ran his campaign.
Even though he had a much smaller war chest than his rival Hilary Clinton, he was able to rally his troops in a way that was never seen before in the history of American politics. No matter what your political inclinations are, every marketer should study the Trump campaign and how they could use some of his tactics. Let’s take a look at a few successful marketing takeaways from the Trump campaign.
The Power of SMS
SMS marketing is something that not enough businesses use still, but Trump understood its power and uses text messages profusely throughout his campaign. While previous Republican candidates were reluctant to use the tactic, the Trump campaign sent over a billion text messages to supporters during his campaign. Some have even called this the “texting election” with how much both sides used the tactic.
If you feel like this would be difficult to implement in your business, think again. Text message marketing software like Tatango allows any organization, no matter the size of their budget, to quickly and efficiently send text messages to thousands of people in seconds. This is one of the most cost-effective and efficient ways to reach such a huge base, and one all organizations should consider.
Own Your Brand
There are many words that come to mind when you mention Donald Trump, some we can’t mention in this article. We can think of things like wealth, arrogance, or gaudiness, for instance. But one thing about Trump is that he is and has always been unapologetic about it. Some of his buildings have been maligned for how tasteless they are for years, but they never had vacancy issues because they aligned exactly with the brand and its followers.
Likewise, you have to live your brand. Putting a human face on a brand is a great way to build a direct connection. Oprah and the OWN brand are perfect examples. Brands also routinely use their front person as part of the branding. Without Steve Jobs is such a prominent figure in Apple‘s branding, it wouldn’t be what it is today.
Marketers have to master the concept of relationship building, know their core niche audience, and market to them with a purpose.
Monopolizing Media Attention
Has there been one figure that has been talked about more than Donald Trump in the last 5 years? Probably not. That’s because he understands the power of the press, whether it’s good or bad, to build a brand. And that’s something you’ll have to use as well.
Getting media attention doesn’t need to cost millions of dollars. Brands with a cause have an advantage there because a feel-good story will always have a chance to get featured somewhere. Giving back is not something that needs to be prohibitively expensive or complex either. Knowing how to use the power of giving and helping the community is a tool all marketers need to master.
These are all key marketing takeaways that you can take from the Trump campaign. Most of these could be used by any organization, so don’t hesitate to try one or all of those.
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