Each day, the Trump campaign ran “40,000 to 50,000 variants of its ads, testing how they performed in different formats, with subtitles and without, and static versus video, among other small differences. On the day of the third presidential debate in October, the team ran 175,000 variations,” Wired reports.
In addition, Trump himself was interacting with supporters on social media. Surrounded by fake news or not, Trump was putting his own message out there directly. It was a priceless earned media strategy.
“Facebook proved to be a powerful way for Trump’s team to hone the campaign’s message with the kind of enormous sample sizes you can’t get with traditional polling,” reads the article that goes on to quote Gary Coby, director of advertising at the Republican National Committee, who worked on Trump’s campaign.
“They have an advantage of a platform that has users that are conditioned to click and engage and give you feedback,” Coby tells Wired. “Their platform’s built to inform you about what people like and dislike.”
Even TV commercials were informed by data, Ad Age reports on Dec. 14.
“The data also informed development of ad creative and how it was aimed,” reads Ad Age. “In the final weeks, ads such as one called ‘Deals,’ with a tougher, masculine tone portraying Mr. Trump as a strong leader who would renegotiate ‘bad trade deals pushed by the Clintons’ ran in smaller Rust Belt cities. In Toledo, ‘Deals’ showed up during ‘NASCAR Camping World Truck Series,’ a pickup truck racing series, in the hopes of reaching male HRC Change voters.”
One with a “softer tone” targeted women likely to vote for Clinton, emphasizing to Milwaukee’s female voters watching “The Ellen DeGeneres Show” that Trump could rebuild America with childcare tax reduction and paid maternity leave, for instance.
On Dec. 5, the SSM Blog explores five voter personas that the Trump campaign targeted in a post that Parscale later retweeted. “Trump is Not a Politician” wanted a Washington outsider; “I Am Looking for a Candidate that Will Tell it ‘Like it is’ ” sought an unpredictable candidate; “Trump is a Successful Businessman” thought he could create jobs; “Trump Wants to Build a Wall” believed they were being economically and otherwise displaced; and “Trump Believes That America is Off-Track” were concerned that America was fundamentally broken.
“The Lesson for Marketers: Your brand should not appeal to everybody,” the post concludes.
What do you think, marketers?
Please respond in the comments section below