The American election has been and gone.
At time of writing this, Joe Biden is President Elect with a five million votes lead over current President Trump, and with a substantial Electoral College seat margin and legal challenges aside, Trump can’t catch him.
Currently Joe Biden and Kamala Harris are receiving all of the credit for the victory. Much like in 2016, when initially Donald Trump received all of the credit for the victory. Later however, as the victory laps subsided, we started hearing about some of the clever marketing from some of the marketing geniuses.
People such as Brad Parscale, Steve Bannon, Kellyanne Conway, Jared Kushner and so on, started to receive acknowledgement for the unexpected, upset victory.
I imagine over time, the accolades for people behind the Biden victory will also be promoted and that point we will start to learn about what took place in the planning and implementation stages which led to the victory.
But until that occurs, an event like a US election is such an important event, that it is beholden upon any professional in marketing, sales and entrepreneurship to dedicate some deep thought as to what occurred and how this may be utilised or avoided in our own situations. In fact, I believe the US election is the biggest game on earth and if you are serious about building a business then this is the game to analyse and critique.
Now if you had to beat Donald Trump, how would you go about doing it?
Even more so, if you had to beat Donald Trump during a pandemic, in which Donald Trump obviously mismanaged, how would you go about getting a victory?
In my analysis, I believe that the most obvious strategy, the thing to do was actually quite simple. It need not involve a lot of marketing magic and or trickery. It is not anything revolutionary nor a master strategy. I actually think it was fairly obvious, and the Biden camp nailed it with “spades”
They chose to run against Trump on one thing and one thing alone, and that was character.
Sometimes in marketing, the simplest things are often the most effective.
It reminds me of the scene in the Raiders of the Lost Ark movie, when Harrison Ford meets up face to face with this knife wielding bad guy. The bad guy is putting on a performance, whipping the knife around swishing it, twirling it and Harrison Ford reaches down, grabs his gun and goes bang, shoots him dead. The obvious thing to do. It doesn’t matter how good you are with your knife; you are not beating a gun if the guy knows how to use it and he’s within close proximity.
I think it was similar with the Biden campaign strategy. Biden went obvious, Biden went simple, and Biden stayed focused on character. Whilst Trump, seemed a bit everywhere. No doubt Trump expended enormous energy and that probably got him the 70 odd million votes. By and large, Trump’s campaign seemed to be focusing a lot more on the magic tricks. Brad Parscale was back doing his Facebook stuff. Bannon was targeting right wingers in the media. Trump himself was reaching for his playbook move, which he has used so effectively just about his entire adult life, which is to start abusing people and picking fights. Prior to Hillary it was Rosie O’Donnell and that got him heaps of free publicity and a platform. This time it was anybody he could besmirch, even the legendary Dr Anthony Fauci.