The Trump Campaign and the Importance of Buyer Personas
Important note: This is a marketing blog, not a political blog. I am not publicly supporting any candidate. I’m writing about the 2016 Presidential election from a digital marketing standpoint to point out valuable takeaways.
Whether you voted for Donald Trump or not, there are a few key takeaways from his digital marketing strategy that we, as marketers, would be remiss to ignore. In this post, I will take a closer look at Trump’s presidential campaign to pull out some key lessons that the digital marketing community can learn from.
Buyer Personas are the Foundation of Any Successful Digital Marketing Campaign
Choosing and adhering to a buyer persona is what set the Trump campaign apart from the Clinton campaign, and what ultimately led him to presidential victory. In case you’re not 
familiar with buyer personas, you can read my post about who buyer personas are here, as well as read the following definition:
“Built from the real words of real people, buyer personas tell you what prospective voters are thinking and doing as they weigh their options to address a problem that a candidate resolves. Much more than a one-dimensional profile of the people you need to influence, or a map of their journey, actionable buyer personas reveal insights about voters’ decisions — the specific attitudes, concerns and criteria that drive prospective voters to choose you, your competitor or the status quo.”
Hats off to Trump’s lead digital marketer, Brad Parscale of Giles-Parscale in San Antonio, for executing on a thoroughly effective strategy by choosing, and adhering to, a buyer persona that took into context common behavior patterns, goals, biographic information and shared pain points.
What, Exactly, Was Trump’s Buyer Persona?
Echoed in this BBC article, I’ve listed out the characteristics of the type of person that voted for Trump, and the chords that he struck with the group of voters that ultimately led him to presidential victory.
Buyer Persona Chord #1 – Trump is Not a Politician
Sentiments expressed by Trump’s buyer persona regarding this viewpoint:
- “I am fed up with politicians, specifically with the way that Washington politics have played out in recent years.”
- “I believe that other politicians are controlled by their handlers; Trump is not part of the political machine, and is therefore not controlled by Washington.”
- “I am angry with both the Republicans and the Democrats in office.”
- “I know that Trump is not a paid or career politician.”
- “I want a new path to be forged, not more polarization, and I believe that a candidate that’s not tied to Washington can bridge the gap for me.”
- “I believe that Washington is broken.”
Buyer Persona Chord #2 – I am Looking for a Candidate that Will Tell it “Like it is”
How Trump appeals to this viewpoint:
- “I am looking for a candidate who can speak to issues that voters are feeling and thinking.”
- “I want to elect someone who has a ‘no B.S.’ policy / attitude.”
- “I’m tired of the ‘old political rhetoric’. I’m looking for a candidate that speaks from ‘the heart’ vs. from a script – even if it’s not perfect.”
- “I appreciate that he tells it like it is. I agree that Trump can say things that are ‘off the wall’ but would rather hear him say those types of things instead of using language that is ingenuine and scripted. I appreciate that Trump is not politically correct.”
- “I believe that what he can do is more important than what he says. I tend to look at what the candidate can do – as a whole – not the picky little things they say that people tend to make a big deal of.”
- “I do not want a ‘robot’, I want a human…and humans have flaws and areas where they need to grow.”
Buyer Persona Chord #3 – Trump is a Successful Businessman
Characteristics of this chord:
- “I believe that Trump knows what it takes to create more jobs.”
- “I believe that Trump does not need the money; the fact that he wakes up every day to campaign means that he cares deeply about America.”
- “I think that someone who runs a successful corporation is a good candidate to run America.”
- “I believe that the country is falling apart financially and needs help from someone who has run a multi-billion-dollar business.”
- “I am impressed with the fact that he pays his own bills and makes his own money.”
- “I believe that he can get the economy moving again.”
Buyer Persona Chord #4 – Trump Wants to Build a Wall
Resounding beliefs of this chord:
- “I believe that immigration reform is necessary to bring more jobs back to US citizens.”
- “I believe that there is a need to put a halt to immigration for a period of time to figure out what’s going on / what’s gone wrong with the current state of affairs.”
- “I believe in legal immigration in the ways that our forefathers intended it to be.”
Buyer Persona Chord #5 – Trump Believes That America is Off Track
Sentiments expressed by Trump’s buyer persona around the idea of “Making America Great Again”:
- “I don’t see the America of 30 years ago with regards to opportunity; I believe that it needs work to bring more jobs back to the United States.”
- “Trump stands for the solid values that America has lost.”
- “Our country is in trouble and something needs to be done.”
- “I love that his policies are in favor of job creation and veterans.”
- “I believe that Trump has the power to make America great again.”
- “I believe that our country needs help and that what we’re doing now is not working.”
Where There is Unity, There is Victory
Trump identified and unified an army of voters, not necessarily from one party or another, but who are in agreement. Behind the term “buyer persona” is the word person. The people who voted for Trump ma
de it clear that they did not want to continue down the same path that America has been on for the past eight years with the Obama administration. This group of voters wanted someone who would provide a voice for their pain points, those issues that (literally) keep them awake at night..issues that had affected their families and that will affect their future. They were looking for a leader who would understand where they were coming from. Trump was this voice. He resounded these sentiments and took action – without fear of repercussion or what the people around him thought.
The Lesson for Marketers: Your Brand Should Not Appeal to Everybody
Zero in on your buyer persona. Know your audience. Build your buyer persona(s), and then appeal to them over and over and over again with relevant content that speaks to a solution that addresses their concerns and needs. Although your brand should not appeal to the masses, it should appeal to a key demographic; it’s your job to speak to this group in ways that they understand. Be empathetic. Tell a story that’s big and bold that they can relate to. Offer a solution that provides an answer to their “pain points” – whatever they may be.
If your company is looking to create buyer personas, but are not sure how, give us a call at 831-316-4776 and will give you some pointers.
