EXCERPTS FROM AN ARTICLE – 6 MARKETING LESSONS LEARNED FROM DONALD TRUMP’S CAMPAIGN – BY BERNICE ROSS IN INMAN NEWS
- Clotaire Rapaille, marketing consultant to 50 of the Fortune 100 companies has unlocked the “culture code” of various countries identifying what causes people from those countries to buy.
- Germans, Japanese and Swiss value perfection.
- Americans buy on hope, dreams and the promise of solutions.
- Americans rank products and services more highly when there has been a problem, and the problem is fixed.
- Trump is using the “fix-it” approach, has a propensity for being a contrarian and has a humorous outlook.
- Trump’s tell-it-like-it-is approach plays nicely with the millennial mindset that seeks authenticity and directness.
- Trump’s “Make America great again” is suited to text and tweet. It taps into hopes and dreams and indicates he is the solution.
- Here are the takeaways that can help you grow your real estate business:
- You’re not selling real estate – you’re selling the dream of homeownership
- Fix-it is your friend. When something goes wrong, what can you do to fix it?
- Be a contrarian. If everyone else is holding Sunday afternoon open houses, hold a weekday open house where parents can stop by on their way to picking up the kids from school.
- Drop the cliché marketing slogans. Clearly spell out what you can do for the consumer. For example: “Fire your landlord – become a homeowner now”.
- Use humor and “pattern interruptions” to diffuse stressful situations. An example is how Trump responded to Lindsey Graham giving out his cellphone number by changing his voicemail into a campaign message promoting his candidacy.