EDITORIAL

Trump’s Campaign — A Lesson In Marketing Communication

Marketing, according to the American Marketing Association is, “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

The fact is Trump’s market offering – his ideas – are not only appealing to the voting public, but they are buying into it like an audience to a rock star concert.

The Trump’s political brand is not only new and different but gains attention and engages voters, media pundits and commentators alike.

Photo Credit: Gage Skidmore
Photo Credit: Gage Skidmore

Trump, with his larger than life personality and a multibillionaire, is perceived as one who can get the job done — perception is everything!

Moreover, he is viewed as high energy, rambunctious, cantankerous, yet charming and disarming when the situation warrants it.

The truth is in a cluttered environment where competition is intense and fierce, creating a meaningful difference, or being different is the only way to gain the attention of consumers.

Trump to his credit has done this brilliantly by putting away his 16 rivals in the primary election.

Trump has been daring and different ever since he hit the campaign trail.

Consequently, he is now the Republican Party presumptive nominee. This however did not come easily for the political neophyte, but for his media savvy and salesmanship, he could easily have been numbered among the also-ran.

He played the rope-a-dope well and has been very good at using short nickname taglines to attack his opponents.

So, he referred to Marco Rubio as “little Marco,” Ted Cruz “lyin’ Ted,” Democratic front-runner Hillary Clinton, “crooked Hillary,” “heartless” Hillary Democratic Presidential candidate, Bernie Saunders, “crazy Bernie,” and Senator Elizabeth Warren as “Goofy” Warren.

Although, today, taglines are regarded as bygone marketing relics given the rise of new media outlets, they still remain an easy and effective way to communicate.

The fact is Trump uses nicknames as taglines to not only pin his opponents, but also fire up the crowd at his various campaign events in a very effective way.

Moreover, the media play up these nickname tags as the flavor of the day as soon as Trump utters them.

Taglines are easy to remember and can have dramatic effect in any form of campaign messaging.

Now, if one conducts an objective and critical analysis of Trump’s policy offering or the lack thereof, one is bound to walk away asking “where is the beef?”

That said, Trump prides himself on the “sizzle,” and that’s what a large segment of the voting public clamors for at this time.

So, picking up on cues from the public as well as Party leaders and technocrats, he translates these cues into needs and set about satisfying them.

How this will pan out in November, no one knows, but until the Democratic Party or the Hillary campaign draws from Trump playbook they will only be offering beef.

Yvad Billings, Readers Bureau, Fellow

Edited by Jesus Chan

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