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Using the 2016 Presidential Election as a framework to become a better marketing person. This presentation discusses Customer Segmentation, Product Positioning, Market Forecasting, Competitive Differentiation and Branding

Business

C.K.Kumar
How to Trump Marketing !
5 Lessons from the 2016 Election
@SupraMBA#PCATX18

How to Trump Marketing
C.K. Kumar @SupraMBA
 Segmentation
 Product Positioning / Messaging
 Competitive Differentiation
 Market Forecasting
 Branding
Agenda

How to Trump Marketing
C.K. Kumar @SupraMBA Source: Pew Research
Meanwhile in America
Now.. Where do you focus?

How to Trump Marketing
C.K. Kumar @SupraMBA
What Really Happened…
Source: Pew Research

How to Trump Marketing
C.K. Kumar @SupraMBA
Lesson 1: Know Thy Customer
 Customers may be irrational
 We are all snowflakes. Make it personal
 Watch actions, not what was said
 Dynamic Buyer Personas
 Optimal Refresh Cycle

How to Trump Marketing
C.K. Kumar @SupraMBA
How Americans Felt in November

How to Trump Marketing
C.K. Kumar @SupraMBA
How Americans Felt in November
 Anti-Establishment Mood
 Uneven Economic Prosperity
 Demographic and Social Changes
 Old Attitudes STILL Persist

How to Trump Marketing
C.K. Kumar @SupraMBA
Lesson 2: Resonate with Customer
 Be Authentic
 Watch Macro Trends
 Keep Messaging Simple
 State Your Message. Rinse. Repeat.
 Leverage All Channels

How to Trump Marketing
C.K. Kumar @SupraMBA
Voter Perceptions & Campaigning
Source: Quinnipiac University

How to Trump Marketing
C.K. Kumar @SupraMBA
Voter Perceptions & Campaigning
In Millions Clinton Trump Diff
Campaign Total $$ Raised $807 $404 $403
Campaign $$ $581 $351 $230
Small Ind. Contribution $151 $232 ($81)
Large Ind. Contribution $430 $119 $311
Advertising Supporting $73.40 $60.10 $13
Opposing ($120) ($376) $256
Social Media Facebook Likes 10.2 20.6 -10
Twitter Followers 13.1 24.2 -11
Source: Insidegov.com

How to Trump Marketing
C.K. Kumar @SupraMBA
Lesson 3: Differentiate with Care
 Real, Sticky Differences
 Emotional, not rational
 Not all customers are important
 Exaggeration matters (but not too much)
 Lady Luck needs to smile

How to Trump Marketing
C.K. Kumar @SupraMBA
The Fallacy of Forecasting
Source: Final Projection from CNN, Nov 4th

How to Trump Marketing
C.K. Kumar @SupraMBA
Lesson 4: Forecast.. but watch out!
 Datasets are never perfect
 Understand the assumptions
 Data needs to be granular & fresh
 History never repeats but rhymes
 Prediction vs. Reality

How to Trump Marketing
C.K. Kumar @SupraMBA
Everything Mattered !
Source: Reddit

How to Trump Marketing
C.K. Kumar @SupraMBA
Lesson 5: Everything Matters !!
Source: James George, MarketingProfs

How to Trump Marketing
C.K. Kumar @SupraMBA
Key Takeaways
 Customers are fickle. Stay close to them
 Message, meet Product
 Authenticity is hard to fake
 Not all customers are equally important
 Forecast but check regularly with reality
 Everything matters in marketing

How to Trump Marketing
C.K. Kumar @SupraMBA
Thank You

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