This document discusses five key marketing lessons derived from the 2016 election, emphasizing the importance of understanding customers, authentic messaging, careful differentiation, vigilant forecasting, and recognizing that every aspect of marketing influences outcomes. Key takeaways include the need for personalized approaches, consistent communication, and the value of being responsive to evolving customer sentiments. Overall, the document highlights that in marketing, staying close to customers and being aware of macro trends are crucial for success.

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

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

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

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

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

6. 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

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

8. 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

9. 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

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

11. 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

12. 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

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

14. 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

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

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

17. 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

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