Lessons from the campaign trail

With Donald Trump’s win in the 2024 presidential election, there’s no shortage of discussion about what drove his success. But beyond the political and policy debates, there’s an intriguing takeaway for marketers: a winning campaign strategy.

Trump’s team pulled off a well-targeted, emotionally resonant, and highly agile campaign that resonated with key groups of voters. It’s a reminder that, in any field, understanding your audience and communicating directly to their needs is the key to cutting through the noise.

So, what exactly did the campaign do right—and how can corporate marketers apply some of those principles to their own strategies? Let’s break down the lessons.

1. Understanding Your Audience Like Never Before

In his 2024 campaign, Trump didn't go for a one-size-fits-all approach. Instead, his team zeroed in on very specific groups—communities that felt they weren’t getting attention elsewhere. This strategy was one of the driving forces behind his victory, showing the impact of well-targeted, personalized messaging.

For marketers, there’s a simple but powerful takeaway: if your audience feels understood, they’re much more likely to respond.

In fact, recent data shows that segmented campaigns can boost open rates by over 50% (Campaign Monitor, 2023). When people see themselves reflected in your message, they’re more likely to pay attention.

Tips for Applying This:

• Dig Deep into the Data: Get a clear picture of who your audience really is, not just at a surface level. What are their specific needs? What challenges do they face? Building this knowledge can help shape messages that feel tailored and personal.

• Speak to What Matters: Go beyond generalizations. If a certain segment cares about efficiency, make that the focus of your message. If another group values innovation, lead with that. The more specific you are, the more likely they are to connect.

2. Leveraging Digital Platforms to Reach New Audiences

One of the more striking aspects of Trump’s 2024 campaign was its savvy use of digital platforms. From social media to streaming services, the campaign made sure its message was accessible on channels where target audiences were already spending their time. By embracing digital in a big way, they reached younger voters and connected with people who don’t typically tune into traditional news outlets.

For marketers, this approach reinforces the value of meeting audiences where they are. In today’s landscape, people aren’t just on one platform—they’re split across multiple, and preferences can vary widely by demographic.

The lesson? Relying on a single channel is no longer enough to reach a broad audience.

Tips for Applying This:

• Expand Beyond Core Channels: Identify where different segments of your audience spend time. If they’re active on emerging platforms or consume content in alternative formats (like podcasts or short-form video), consider establishing a presence there to reach them directly.

• Think Multi-Channel, Not Multi-Message: While it’s essential to diversify your digital presence, ensure your core message remains consistent across platforms. Different formats can support the same message, making it easy for audiences to connect the dots no matter where they encounter your brand.

3. Tapping into Emotion for Impact

Trump’s campaign was unafraid to tap into emotional messaging, often addressing voters’ core concerns, fears, and aspirations. This emotional appeal helped build a strong connection with key audiences, showing that people respond when they feel their experiences are understood and validated.

For corporate marketers, there’s a powerful reminder here: rational appeals alone rarely create a lasting impact. People want to see that a brand gets them on a human level. In marketing, connecting through shared values, ambitions, or challenges can drive a far deeper engagement.

Tips for Applying This:

• Find the Heart of Your Message: Go beyond the product or service itself. What real-life problems does it solve, or what values does it uphold? Leading with that emotional core can make your message more memorable.

• Use Customer Stories: Showcasing real stories or testimonials brings a level of authenticity to your brand. People want to see themselves reflected in your messaging, so use stories that highlight the positive impact your brand has on real customers.

4. Staying Agile and Responsive

Throughout the campaign, Trump’s team was quick to adjust based on real-time feedback, making changes to messaging and tactics as needed. This agility kept their approach fresh and relevant, allowing them to capitalize on shifting public sentiment and make adjustments on the fly.

For marketers, it’s a reminder that flexibility is crucial, especially when conditions and consumer attitudes can change rapidly. Instead of locking into one approach, leave room to pivot based on what’s working—and what isn’t.

Tips for Applying This:

• Monitor, Adjust, Repeat: Set up a feedback loop for each campaign, analyzing what resonates and what doesn’t. Regularly reviewing data helps you adapt quickly and stay on track with audience needs.

• A/B Testing as a Practice, Not an Afterthought: A/B testing isn’t just a pre-launch task. Make it an ongoing part of your process to refine messaging in real time. From ad headlines to email subject lines, incremental improvements can lead to better performance.

5. Building a Community of Advocates

One of the most effective elements of Trump’s campaign was its ability to build a community of highly engaged supporters. From rallies to social media activity, his base was not only loyal but also actively promoted his message, amplifying its reach and impact.

@realdonaldtrump

THANK YOU, LATINOS FOR TRUMP!

For brands, building a community of advocates isn’t just about loyalty; it’s about encouraging people to speak on your behalf. Customers who feel a strong connection to a brand are far more likely to share, recommend, and promote it within their networks.

Tips for Applying This:

• Cultivate Brand Ambassadors: Identify your most loyal customers and find ways to involve them—whether through ambassador programs, customer panels, or exclusive events. This can turn a satisfied customer into a vocal advocate.

• Encourage and Amplify User-Generated Content (UGC): People trust people, so UGC can be a powerful tool. Encourage customers to share their experiences and showcase this content across your channels. It not only builds trust but also strengthens the community around your brand.

Lessons from a master campaign

Trump’s 2024 campaign might have been polarizing, but the marketing strategies behind it reveal some timeless principles: understanding your audience, being where they are, connecting emotionally, staying flexible, and building community.

By adopting these approaches thoughtfully, marketers will be able todrive deeper engagement, enhance loyalty, and create campaigns that stand out in today’s competitive landscape.