I Learned One Vital Marketing Lesson From The Trump Campaign.
President Donald J. Trump ran what is and probably will be the most divisive campaign in the history of U.S elections. Many did not think he would win, me included. But he stunned everyone (including members of his close entourage) when on the night on November 8, 2016 he won the elections. We can argue about the fact that he did not get the popular vote some other day. And even when you look at the numbers he racked in from the popular vote, one still wonders how he could have pulled those off. But we should have seen it coming; the science of neuromarketing mixed with the fast-paced, internet-infested world we live in should have shown us those pointers in a pretty predictive way. Let that big word not scare you; read on.
Let me explain — assume you, me and some six other friends were sitting in a bar and you asked me what Hillary’s policies were. I’d have to explain them to you to make sure you and our six other friends understand them. But if you asked me Trump’s policies, I’d list them off the fingers of my left hand. Let me put it a different way. If we were in an exam and we were asked to LIST 5 of each candidate’s policies in sentences no longer than 10 words each in exactly 2 mins, we’ll both have a hard time figuring out how to write Hillary’s policies within that wording and time limit. For Trump on the other hand, it’ll be a piece of cake.
- He’ll build a wall and Mexico will pay for it.
- He’ll repeal Obamacare.
- He’ll ban all muslims from entering the US.
- He will drain the swamp in Washington.
- He will lock Hillary up.
In fact, we may do so good that we may add a bonus.
- He’ll make the best trade deals America has ever seen.
I read an interesting article by Roger Dooley that explores some of the neuromarketing takeaways from the US elections. And the most interesting thing I read was that we humans have two systems of thinking; System 1 and System 2. The article explains that while “System 1 thinking is fast, intuitive, emotional, and energy efficient. System 2 is slow, logical, rational, and hard work for our brains. Humans will avoid System 2 thinking whenever they can, and Trump’s messaging took advantage of that.” To reinforce this argument, the article states that on the topic of immigration, whereas Hillary Clinton had a 9 bullet point immigration policy formulation on her website, trump had one; “Build a wall.” Short and Simple. No extra fat.
I think this is interesting given the world we are living in today with its many distracted consumers. Consumers are getting more and more distracted because they are increasingly being bombarded by information and advertisements daily. On TV, on the radio, on billboards, posters, on their phones, desktops et j’en passe. It is difficult to filter out all of these adverts and to remember them all. And at the same time, the content epidemic we have today is giving customers more content than they ever had before. Customers have made a habit of quickly filtering out content and quickly dismissing those which they believe do not have any value for them. People just do not have the time anymore to digest long, un-captivating messages.
And so what have I learned?
Now more than ever, it is time to keep our whole integrated marketing communications focused on encapsulating the core essence of the product(s) and the brand behind it. The resonating of the brand and the brand values, the value earned from our products and services, and the uniqueness of the offering all have to be enveloped and packaged in the simplest and most understandable way possible for the customer to see, understand, appreciate and remember. It has to be repeated constantly so that it sticks. It is time to trim the fat and give customers the pure essence of what your product stands for and what makes it, it.
Daniel is passionate about marketing and creative writing. He is a champion at “The Big Bang Theory” trivia. An avid fan of “Game of Thrones” and John Grisham, he has been a Manchester United supporter since he was 10. If it’s your thing, you can follow him on Twitter as well.