Trumped!

by Geraldine Clarke (212248123); gaclarke

Last week (21 July), Donald Trump accepted the nomination as Republican candidate for 2016 USA Presidential election. Donald Trump said that many had claimed he “didn’t have a chance” (FULL SPEECH: Donald Trump Accepts Republican Nomination for President (7-21-16), 2016). But there he was. He proved them wrong.

Even so, his

Video: FULL SPEECH: Donald Trump Accepts Republican Nomination for President (7-21-16), 2016, Right Side Broadcasting

Trump’s comments, such as those referred to by December 9, 2015) are controversial and he attacks and insults people. “No one is off-limits — not even a New York Times reporter with a disability” (Schwartzman, P and Johnson, J 2015). Yet he has still been successful.

Why has Trump had this success?

He has formulated a strategy and delivered a message that has resonated with his target audience. The controversy and the insults all seem to be part of the strategy and rather than causing his downfall, it has gained him supporters.

Marketing Trump

The Strategy

Any good marketing plan begins with developing a strategy. Trump’s strategy is simple. It is summed up in his campaign slogan Make America Great Again!(Make America Great Again, 2016)

What Donald Trump is doing on the Campaign trail (The Washington Post, 2016)

Iacobucci (2013, p.215) states that “strategic planning involves a reflection on our corporate identity”.

In the case of the US election, the national identity.

A SWOT analysis of the country – Strengths, Weaknesses, Opportunities and Threats –  would provide an indication of the current state of the country. During his campaign, Trump has presented a view of a country that needs fixing and presented himself as the person who can fix it. The view that he can make the most of the opportunities and strengths and deal with the threats and weaknesses.

Donald Trump promised, “To all Americans tonight, in all our cities and in all our towns, I make this promise: We will make America strong again, we will make America proud again, we will make America safe again and we will make America great again.(FULL SPEECH: Donald Trump Accepts Republican Nomination for President (7-21-16), 2016)

The Marketing Plan

1. Situational Analysis

A marketing plan begins with an assessment of where things currently stand. This situation analysis is documented with the 5Cs. (Iacobucci 2013, p.223 )

Looking into the 5Cs Customer, Company, Context, Collaborators and Competitors –  gives the picture of where the country is now at and assists in formulating the strategy.

In particular, the context is crucial in why Trump is having success. The US has had economic problems and unemployment. People struggled through the global financial crisis of 2009 and subsequent years. Many people feel discontent and there are current racial tensions and violence.

2. Segmentation, Targeting, Positioning (STP)

Iacobucci (2013, p. 27) defines customer segments as “a group of customers who share similar inclinations towards a brand”. Trump has targeted those voters who are disenfranchised, who feel they do not have opportunity, the jobless, the struggling. Those who feel that they are forgotten and that they have no voice.

Knowing which group he was targeting, Donald Trump positioned his message for them, which is:

I am your voice” …“I am with you, I will fight for you and I will win for you.
(FULL SPEECH: Donald Trump Accepts Republican Nomination for President (7-21-16), 2016)

3. Product, Price, Place, Promotion (4Ps)

The 4Ps involve determining the “tactical decisions to achieve the desired product positioning.” (Iacobucci 2013, p. 228).

Trump has been able to achieve his success through the execution of tactical decisions,  particularly in relation to place and promotion. As well as rally’s and events, Trump has widely used social media channels. Whether or not you agree with the content of his messages, he has used social media to his advantage, not only to win voters, but also to mobilise collaborators.

According to the Trump Organisation (The Trump Organisation, 2016) Donald Trump has a presence on Facebook, Twitter, YouTube and Instagram. As at 24 July 2016, his Facebook account has 9.8m likes, Twitter 10.1m followers, Instagram 2.1m followers and the Trump YouTube site 55k subscribers (views are in the millions).

Trump has been a prolific user of social media during this campaign as demonstrated by the following graph (in comparison the Democratic nominee Hilary Clinton). This has been a major contributor to his success.

920x1240

“In 12 months, the country has collectively spent more than 1,284 years reading about Donald Trump on social media.” (Lang, 2016)

According to Naughton,

“Social media is the real Trump card in the US election” (Naughton, 2016)

1325

Illustration by Murphy, M  (Year unknown)

References:

Franklin R.D, Trump photo, Associated Press, photo within graph by Blanchard, J 2016, Social Media: How Clinton got Trumped, graphs in Lang, M 2016, ‘The Donald trumps Clinton, Sanders on social media’, The San Francisco Chronicle, 4 April, retrieved 24 July 2016, http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.php

FULL SPEECH: Donald Trump Accepts Republican Nomination for President (7-21-16) 2016, video recording, Right Side Broadcasting, 21 July, retrieved 24 July 2016, https://www.youtube.com/watch?v=42418toh02M&feature=youtu.be

Iacobucci, D 2013, 2012, MM4 Marketing Management, South Western, Cengage Learning, Mason, OH, USA

Lang, M 2016, ‘’The Donald trumps Clinton, Sanders on social media’, The San Francisco Chronicle, 4 April, retrieved 24 July 2016, http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.php

Make America Great Again 2016, Social Media, Donal J. Trump, retrieved 24 July 2016, https://www.donaldjtrump.com/

Murphy, M, illustration of Twitter lifting Donal Trump, illustration, in Naughton, J 2016, ‘Why social media is the real Trump card in the US election’, The Guardian, 3 April, retrieved 24 July 2016, https://www.theguardian.com/commentisfree/2016/apr/03/donald-trump-internet-success-twitter-us-election-media

Naughton, J 2016, ‘Why social media is the real Trump card in the US election’, The Guardian, 3 April, retrieved 24 July 2016, retrieved 24 July 2016, https://www.theguardian.com/commentisfree/2016/apr/03/donald-trump-internet-success-twitter-us-election-media

Schwartzman, P and Johnson, J 2015, ‘It’s not chaos. It’s Trump’s campaign strategy’, The Washington Post, 9 December, retrieved 24 July 2016, https://www.washingtonpost.com/politics/its-not-chaos-its-trumps-campaign-strategy/2015/12/09/9005a5be-9d68-11e5-8728-1af6af208198_story.html

SocialFlow 2016, Social Media: How Clinton got Trumped, graphs data, in Lang, M 2016, ‘The Donald trumps Clinton, Sanders on social media’, The San Francisco Chronicle, 4 April, retrieved 24 July 2016, http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.ph

Trump, The Trump Organization, Connect With Us 2016, Social Media, The Trump Organization, retrieved 24 July 2016, http://www.trump.com/connect-with-us/

What Donal Trump is doing on the Campaign Trail 2015, photograph in Schwartzman, P and Johnson, J 2015, ‘It’s not chaos. It’s Trump’s campaign strategy’, The Washington Post, 9 December, retrieved 24 July 2016, https://www.washingtonpost.com/politics/its-not-chaos-its-trumps-campaign-strategy/2015/12/09/9005a5be-9d68-11e5-8728-1af6af208198_story.html

Whittaker, M, Clinton photo, New York Times, photo within graph by Blanchard, J 2016, Social Media: How Clinton got Trumped, graphs in Lang, M 2016, ‘The Donald trumps Clinton, Sanders on social media’, The San Francisco Chronicle, 4 April, retrieved 24 July 2016, http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.php

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