TALKING POINT
TALKING POINT
DOES MARKETING NEED A TRUMP CARD ?
By Boniface Ngahu
President Donald Trump now has his fingers on the nuclear codes . My analysis suggests that the world is at a breakout point as world citizens ’ search for elusive solutions to current real and imagined problems . One of the problems has to do with too much democracy as Americans have demonstrated .
Democracy seems to have that retrogressive tendency of eating its own children . After creating a system that , positivates things such as abortion , homo sexualism and marijuana for recreation among others some Americans now think it is too much and they need to go back to historic times to “ Make America Great Again ”.
Donald Trump run a divisive campaign that eventually led to his ascendance to the presidency of perhaps the most powerful nation in the world . Given his business experience we need to extract some wisdom from his approach . David Ogilvy view of creativity is that , “ if it doesn ’ t sell then it is not creative ”. As marketing professionals we need to pick some lessons from the American elections
Divide and Rule or is it Segmentation ?
Speaking during the launch event iBy tailoring his message to the white American blue collar workers Trump was able to get majority of their votes . Anti-Mexicans and anti-immigrants
‘‘ Democracy seems to have that retrogressive tendency of eating its own children . After creating a system that , positivates things such as abortion , homo sexualism and marijuana for recreation among others some Americans now think it is too much and they need to go back to historic times to “ Make America Great Again . ’’ messages resonated well with this target . The promise of returning jobs that had been lost to China and other nations was music to the targets ears .
The lesson here is that you must identify a significant group to target for you to succeed . The fact that Trump got more votes in the rural areas is also a lesson against posh marketing that assumes quality consumers are urbanites . Majority of Kenyans live in rural areas and many brands do not take them as a serious target .
Women and Surprises
Trumps candidature was thought to be bound to fail especially because of his leaked comments about women and how to grab them by the playbook . To the surprise of many Trump got 42 % of women votes , 62 % of white working women with no college degrees and 45 % white women with college degrees . Blue collar white women are faced with challenged husbands and sons who cannot provide for their families the promise of jobs and greatness appealed to their fears and frustrations .
A substantial 25 % of all who voted for Trump indicated he is not qualified for the job but they voted him anyway .
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