From Trump’s Hollywood-style campaign ads to Harris’ “Weird” political strategies, 2024 is turning out to be quite the year for the American political landscape with two formidable opponents headlining the 2024 Presidential ticket with J D Vance and Tim Walz rounding up the final slots as the VP picks.
With more than 240 million eligible voters, the election is likely to come down to 7 swing states, as per reports, highlighting the number of voters still undecided on who they think is the right candidate to occupy the country’s highest office for the next 4 years.
But how exactly are Harris and Trump getting voters to believe in their promise of a brighter future and a greater chance at achieving the American Dream? Well, their goal may be the same but the political strategies they use have stark differences. Some have dealt sizable blows to their opponents’ campaigns while others have been lessons to inform future strategies.
While our focus for this one is geared more toward the amateur political pundit in you, there are some lessons we’re throwing in for marketers straight from the campaign trail.
But before diving into the political strategies, let’s take a closer look at the 2024 campaign that’s had some unexpected turns, to say the least.
An election shaped by dramatic (and sometimes unbelievable) events
Remember when the Presidential election was believed to be between Donald Trump and Joe Biden? However, an attempted assassination on former POTUS Donald Trump and Biden’s declining performance in their first debate led to pressure for him to step down and leave the door wide open for Vice President Kamala Harris to make her presidential bid, which has created some memorable moments for this year’s election.
Both campaigns are now making their way to the November 5 election with Vice President Harris adapting her message to one that is resonating with voters in a way that Biden’s message simply didn’t. This is where Harris’ marketing strategy took a turn and started emphasizing her unique qualifications and promise of fresh leadership. Trump’s campaign, however, stuck to more traditional messages with the economy and border security taking center stage.
Which strategy will push their candidate past the finish line is yet to be seen, but as the race intensifies, both candidates are pivoting their marketing plans to match the evolution of their opponent’s political strategies.
Here’s how they’re doing it.
Trump’s political marketing success
While his 2016 campaign may have left some (or many) perplexed, his 2024 campaign appears to be more buttoned up, with Trump trying to make connections with his core base and beyond. Here’s what we mean.
Connecting with your core audience—or voters!
In his initial campaign, many would say that he used fear tactics to gain the upper hand with voters, but his 2024 campaign seems to be moving away from this approach with a series of videos that highlight the difference between his administration and the Biden administration.
His videos feature everyday Americans and try to create a narrative that his leadership is what Americans need for a better future. The videos focus on where he has excelled as opposed to his successor and why voters need to choose Trump for a better future.
Here’s one of the videos that attempts to capture an everyday American’s struggle:
Whether you are or aren’t a Trump supporter, the video does evoke strong emotions—something that many big brands try to emulate but often get wrong. It speaks to the audience’s core issues and how your brand—or in this case, Trump—can be the solution to a problem that many Americans are facing.
Plus, his campaign exudes a level of confidence, high energy, and emotion, trying to portray him as a strong leader.
And that’s not all. Trump rose to fame and notoriety through the hit reality show “The Apprentice” and since then, he’s been on a mission to become a household name.
After his year-long absence from X, he returned to the masses with a Hollywood-style campaign that gave him a hero-like aura. From the FBI raid in his Florida estate to Trump promising to fight back against the “deep state”, his core message was meant for his core audience: conservative voters who value “America First”.
But while he may be “fighting the system”…
There’s always time to put yourself ahead of your competitor
There’s no denying that there are stark changes to his political strategies this time around, but a political marketing campaign is nothing without some criticism of your opponent. Remember when we remarked about the 7 swing states in this year’s election?
Well, as a means of outperforming his opponent, Trump is releasing ads—a part of a $12.2 million campaign—that target voters in swing states like Georgia, Wisconsin, and Michigan. Take a look.
In search of some inspiration from the campaign trail?
For marketers looking for some inspiration, Trump’s campaign strategies may have some ideas that can inspire your next campaign. The simple messaging and its effectiveness in mobilizing voters create momentum for this election. Even if you may not agree with his views, his approach to the campaign trail facing a strong opponent should be studied carefully.
Harris’s political marketing success
Now that we’ve taken a look at the successes that Trump’s political strategies have had, Kamala Harris has some not-too-shabby strategies up her sleeve as well.
Focusing on the issues that matter to her supporters
While her opponent relies on the economy and security issues to propel his candidacy, Harris is focusing on climate change and healthcare—issues that her demographic cares about, especially younger voters living in suburban areas.
On July 25, she launched her first political ad, “We Choose Freedom”, using Beyoncé’s hit song “Freedom”, where she showcases her ideal America featuring powerful imagery of her interactions with everyday Americans, among others.
Perhaps taking a page from former POTUS Barack Obama’s 2008 campaign centered around “Hope”, Kamala Harris paints a picture of a nation that’s ready to fight for their aspirations. The entire ad is emotionally charged and also includes images that push her agenda for an inclusive nation.
Another ad titled “Fearless” talks about Harris herself highlighting her time as a prosecutor who doubled down on drug companies and criminals, and even held financial institutions accountable. All this is part of a $50 million campaign that she launched during the Democratic National Convention in August. Here’s a look.
A clash between the past and the future?
If you compare Trump’s campaigns and Harris’ campaigns, there’s a difference in how they’re marketing their presidential run. While Trump focuses on the failures of the previous administration and how he succeeded where they couldn’t, Harris chooses to focus on the future.
While she does take a few jabs at Trump’s goal to take the country backward by offering lower taxes to billionaires and repealing the Affordable Care Act, her messaging is very much focused on unity, empowerment, and uplift, rather than the traditional strategies we’ve seen in the past campaigns.
Even if you look at the style of her visuals, it’s incredibly polished and adds much diversity and personal storytelling that appeals to the emotions and intelligence of different demographics.
Feeling inspired?
Now if you’re a marketer, you’ll agree that there are some good strategies that you could use to inspire your next campaign. Whether it’s the professionalism, the simplicity, or the messaging itself, there are many great examples of political strategies that can inform your next marketing strategy.
But as with any strategy, some don’t always hit the mark. You know what we mean, right?
Marketing misses for Trump
So, let’s break this down. For all the great campaign ads he’s launched, some have missed the mark (and you can use them as lessons on what not to do).
Low blows: Trump’s campaign has some great attributes this time around, but it isn’t without its flaws. One major example of this is his consistent attack on Biden for his age and mental fitness. This wasn’t a great idea if his goal was to get older demographics and undecided voters on his side. It didn’t just alienate certain voters but it also failed to win them over, especially in those swing states.
Fear-mongering tactics: While he seems to have toned down on the fear tactics, the campaign hasn’t been completely void of it. Painting U.S. cities as dangerous under Democratic leadership left a bad taste in people’s mouths as many perceived this as racially charged and greatly misjudged in terms of the public’s overall sentiment.
Marketing misses for Harris
While Harris may have made it to the campaign trail and revitalized the 2024 election, the lack of some mishaps could’ve made the road much smoother.
Personal attacks: Similar to Trump’s attacks on Biden’s age and mental fitness, Harris made it personal by going after Trump’s communication style by labeling it as “weird”—something that didn’t sit well with most people. People thought it was too personal and lacked substance. Instead, they wanted messaging that focused on policies and the real issues at hand.
Misleading ads: The campaign came under criticism for its Google ads that were designed to look like legitimate news articles but led to campaign propaganda when clicked on. Many were up in arms about the ethics behind these ads and the campaign was called out for blurring the lines between political advertising and news reporting. The tactics may not have violated Google’s rules, but they did do damage to the campaign’s credibility.
And that’s a wrap, folks!
This is shaping up to be the biggest election of the year (and that’s saying something with about 50 elections slated to conclude by the end of 2024!). But before we go, here are some quick marketing lessons that you can take away from these political strategies:
Believe in the power of targeted messaging
Whether it’s Trump or Harris, both have used tactics that resonate with their audience and so should you. Create moments that connect with your audience. Focus on the problems or issues affecting their everyday lives and how your product or service is the solution.
Don’t hesitate to create a sense of urgency among your audience and mobilize them to not just act, but also pull more people into your base.
Avoid skimming agility
Being able to pivot is crucial. Trump’s political strategies, for instance, had to do a complete 180 after Biden dropped out of the race and was replaced by someone who had a completely different message, and so did Harris’.
The flexibility that both camps demonstrated made it easier to regain momentum and adapt to changes that could be the difference between a win and a loss.
Stay away from tone-deaf messaging
Political strategies are aggressive but focusing on factors like age, mental fitness, or communication style didn’t go over well for Trump or Harris. Instead, it alienated them from voters because their attacks were too excessive.
Speak to your audience in a way that doesn’t offend them or put them off of your product or service. Many consumers today focus on much more than just the dollar value. They want to know that your brand values the same things they do and if they don’t view you as such, you could be giving your opponents the upper hand.
Political strategies for the marketing mind: Ready to take your cues from the 2024 presidential ticket?
Political campaigns are rarely the place marketers look for inspiration, but some great strategies can ignite your next marketing strategy. While many brands choose to keep politics away from their brands for fear of alienating their consumers, there’s nothing that prevents you from taking a quick look at these campaigns and finding out how they’ve gained so much engagement on social media platforms and more.
While the success of the election marketing campaigns may determine the next President of the United States, the strategies they use can be a masterclass in helping guide your brand’s approach. Here’s hoping you’re paying attention.
FAQs
How does targeted advertising work on social media platforms?
Targeted advertising on social media platforms allows businesses to reach specific audience segments based on criteria such as location, age, interests, and behaviors. By setting up custom audiences and leveraging platform algorithms, ads are shown to users most likely to be interested in the product or service, enhancing ad effectiveness and ROI.
How can businesses implement an agile approach in their digital marketing?
To implement an agile approach, businesses should focus on creating small, testable campaigns and strategies, monitoring their performance closely, and making adjustments based on real-time data. This involves setting up short, iterative cycles (sprints), using analytics tools to gather feedback, and fostering a culture of collaboration and responsiveness within the marketing team.
What are the best practices for creating effective social media content?
Effective social media content should engage and be visually appealing to your audience. Best practices include understanding your audience’s preferences, using a consistent brand voice, incorporating strong visuals and multimedia, and including clear calls to action. Regularly analyzing performance metrics can also help refine content strategies.