From real estate developer to the 45th president of the United States – why you can learn from Trump’s election campaign victory.
Shocked? Seen it all before? Whoever you supported in the monumental election campaign between Hillary Clinton and Donald Trump, there’s one marketing ploy that played a pivotal role in determining the outcome of the results. And that was…
The power of mobile marketing and communications
In every television appearance, you’d always see: Text “TRUMP” to 88022 in the shot.
Of course, there’s nothing particularly innovative about using SMS keywords and a short number as a marketing ploy. We see it all the time outside bars, restaurants and even in the reception at the dentist. But to do it on such a grand scale and garner the results that it did, magnifies the significance and power of text messaging.
By sending out messages to remind people to go out and vote, he’s instantly and psychologically urged the public to get off their backsides and do it.
We’ve all heard of the phrase; curiosity killed the cat. The text “TRUMP” campaign was a potent example of this. Most of his stands and adverts didn’t even say what you were opting in for. You just had to text in to find out.
How can businesses learn from Mr. Trump?
Regardless of your opinion of Donald Trump, at the end of the day, he’s a businessman. He knows how to communicate with his audience and get results. In this case, it was a text messaging campaign.
He wanted to communicate directly with his voters. SMS not only feels more personal, but it boasts a 98% open rate – blowing any other marketing channel out of the water. Forget about waiting to broadcast key speeches at certain times, this method hits his subscribers instantly in their homes and on the go.
The same applies to your business too. Loyal customers are engaged with brands, so it’s essential that you’re actively reaching out to them.
- There are 33.67 million mobile users in the UK that have opted in to receive text messages from brands and businesses in 2016. This is set to rise to 48.65 million by 2020
- 90% of text messages are read within the first three minutes
- On average, 32% of your audience will respond to a text message
- Smartphones will overtake desktops and tablets by the end of 2017 – accounting for more than 60% of all e-commerce visits
Depending on the nature of your business, there are many different elements of mobile marketing and communications to consider.
If you’re looking to optimise your sales in the build up to Black Friday, Christmas and the January sales – sending out a series of promotional text messages, vouchers (with a QR code) and virtual loyalty cards via SMS could entice your customer base to visit your store or go online.
Or with winter approaching, schools can communicate via text message to inform parents of any closures. Health organisations and car garages could even send out a simple reminder of an appointment or MOT. All of these examples are cost-effective and instant.
Just take text “TRUMP” as a key example on how to quickly and efficiently build a customer database which you can market to or communicate with.
You may be thinking, ‘well he was on television in front of millions of people worldwide, so of course it was going to work’. True, but there are also ways for businesses (regardless of size) to implement this strategy on a smaller, low-cost scale.
Textlocal.com offers you an easy and free platform to create short numbers and keywords (such as “TRUMP”). Depending on your industry, create a relevant word and showcase the details in your shop windows, on the side of your company van, in your reception and even on your social media platforms.
Again, depending on your industry, you could entice people with tempting offers or keep it a secret like Mr Trump did.
SMS is the most cost-effective way of engaging with your customers, and whilst you aren’t reaching out to them, your competitors are. You can read more about this in our latest white paper.
So, if you’re going to take away anything from Donald Trump’s election victory, take away his text messaging triumph and start implementing it into your business today.