2016 Presidential Election and Marketing
This is not an endorsement for either candidate. This is simply an observation made by someone who’s passionate about his profession. Regardless of the outcome of the 2016 presidential election, America truly is a country divided. It’s time to put the election fiasco in the rearview mirror and unify as Americans.
Of the many factors involved with running a political campaign, I was particularly interested in one sector; marketing. As with business, the key to success is getting in front of people. And the US Presidential election provides a pretty big stage.
Bloomberg provided some statistics in their article “Tracking the 2016 Presidential Money Race.” In this article, they listed Clinton’s total spend as $897.7M vs. Trump’s $429.5M. So, for arguments sake, we’ll just conclude that the Clinton campaign spent twice as much as the Trump campaign.
Bloomberg went on to list “Media Buy” for each campaign’s largest expenditure. Makes sense. After all, a political campaign is marketing. So what about this caught my attention?
On October 12, 2016, SEMRush released some online search statistics pertaining to the 2016 election. Check it out here. Hillary Clinton registered a monthly search volume of 1.5M. Donald Trump registered a monthly search volume of 4.1M. But the media consistently reports a Clinton lead in polling results. And the most interesting… Clinton was spending twice that of Trump. It doesn’t take a marketing expert to see that something doesn’t make sense.
This is where I started to see a similarity between the two political campaigns and what we website design guys have been saying about content (I promise not to say ‘content is king’). But, in the words of Trump, “Content is a really, really, big deal. Believe me, it’s going make a major difference.”
First, Donald Trump delivered a highly-relatable message to his audience. He connected with a group of people that desperately wanted change. And he delivered content that the American people trusted. Relatable content should be the backbone of your marketing campaign. Marketers refer to it as content marketing. Consumers connect with a story. They connect with a belief. And once they’re connected, you’ll begin to build trust. Trust leads to loyalty, and loyalty leads to repeat business.
Second, Hillary Clinton never recovered from a public persona that 52% of the American population doesn’t trust. Right, wrong, whatever. People don’t do business with people they don’t trust. Companies that take social media marketing seriously know the importance of consumer trust.
Again, this was just a Seinfeld-esque observation. I encourage your thoughts on the subject, but please remember this is not intended to be a discussion on politics. If you have questions about some of the ideas I’ve presented above, please feel free to contact us at Frond Marketing.