In the past few months, Donald Trump has managed to either impress or disgust a lot of people.
Depending on their political stripe, people were either appalled by his calls to temporarily ban Muslims from entering the United States, or cheered him; were either shocked when he proposed the construction of a monolithic wall along the Mexico-U.S. border, or applauded him. But whether or not people like his political, economic or security plans for the United States, most probably listen to what he has to say, at least for a while.
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Donald Trump is an incredible self-promoter. Whether launching a luxury hotel and condominium in Toronto, or terminating contestants with his trademark “You’re fired” on reality TV show The Apprentice, Trump has turned the task of building and nurturing his personal brand into a veritable art form.
AP Photo/Evan VucciDonald Trump’s ability to communicate ideas in simplified form is uncanny.
Canada’s closest example is Shark Tank star and investment fund entrepreneur Kevin O’Leary, who has been suggested as a possible runner in the next Conservative Party leadership race.
Trump, who has managed to turn himself into a brand, critics be damned, offers more than a few key lessons entrepreneurs can use to pump up themselves or their businesses. Following are three go-to, potential brand-building and bottom-line boosting tactics and how to use them:
Keep it simple and authentic Trump’s ability to communicate ideas in simplified form is uncanny. He doesn’t rely on scripted speeches or high-level talking points developed after extensive focus group polling or policy consultation. When it comes to traditional forms of promotion, he does little or no advertising — although that shows signs of changing as Republican primaries near — which is virtually unheard of at any level of U.S. political campaigning.
While his message is calculated to score political points, it seems he’s speaking off the cuff, just as an average person might formulate and share an opinion — only he could be the 45th President of the United States if his campaign goes according to plan. This seeming authenticity makes him an attractive option to a core group of voters who feel he has answers to their political beefs.
The take away: It never makes sense to complicate your brand messaging when a straightforward approach could just as effectively convey your value propositions. Work to ensure transparency in all communications and tell it like it is. If you’re a machinery manufacturer, say so. Don’t advertise your company as a “unique manufacturing solutions provider.”
Understand your audience and speak to their interests Trump and Kevin O’Leary both know how to play this card. O’Leary is the ruthless capitalist who cares about one thing: money. If you want to make millions, invest with his company. Want to know how to become rich? Talk to him. Trump, according to widely reported polling statistics, appeals largely to individuals for whom identity issues around immigration and security are key topics. His speeches always focus on those hot-button issues.
The take away: O’Leary and Trump have identified their key audience. Has your company? And if so, are you producing everything from marketing messaging to advertising and other content that appeals to your target clientele’s emotions, interests and needs?
The more you simply appear and say the same thing, the more likely you and your messaging will be remembered
Repeat, repeat, repeat Trump’s promotional efforts aren’t unlike that of the ubiquitous Kardashian family’s marketing machine. One of the secrets to the Kardashians’ success is that they’re everywhere — on TV, mobile apps, magazines, products, you name it.
Trump also has embraced the old marketing and advertising rule that repetition breeds familiarity. The more you simply appear and say the same thing, the more likely you and your messaging will be remembered.
The take away: Repeated messaging, whether through advertising, a public relations campaign, blogging or a combination of tactics, will keep your organization top of mind among your target clientele and help drive ongoing sales leads. Don’t believe me? Just take your foot off the marketing pedal and see what happens.
You really have to hand it to Trump. It remains to be seen whether he’ll win the Republican nomination, but no one will forget he was in the race.
Dave Burnett is CEO of AOK Marketing, a Toronto-based firm that helps traditional offline businesses get discovered online.
Twitter.com/aokmarketing