Five Marketing Lessons from the 2016 Election

1. Launching a new competitor in an oligopoly is extremely difficult, even if consumers are not satisfied. The Democrat and Republican parties control the political system in the United States.  Given the dislike of the two major party candidates and the level of dissatisfaction with the direction of the country during the 2016 election, the environment was ripe for the rise of a third party – especially with a good alternative like the Libertarian party that could appeal to members of both parties by being in the middle of the political spectrum and by supporting the best elements of both parties.  So why weren’t they successful from a marketing perspective?

• Getting supporters requires convincing people to switch allegiances. It’s much easier to market to people who have not adopted a product in the category than trying to win them over from your competitors.
• The companies that control the market set the rules and control the conversation. In the case of the election, it is nearly impossible to poll high enough to gain entry to the debates without being on that stage in the first place.  A classic Catch-22.  The establishment is designed to maintain the status quo.
• Without a base of supporters/early adopters, it’s impossible to raise the marketing budget necessary to seriously compete in an election. To get a bank loan or to attract venture capital, you need some evidence of the likely support and success of your effort.
• There’s no room for error with a product launch. You must get it right and missteps can be fatal.  Case in point was Libertarian candidate Gary Johnson who couldn’t remember Aleppo and a foreign leader he admired.  Maybe they needed another candidate, a different spokesperson, a different “package” for their new product offering.

2. You should be wary in believing your internal research and your experts during periods of major change in the market. Virtually everyone was surprised with the outcome of the 2016 election.  Pollsters and reporters, who tend to lean Democrat and wish to maintain the status quo, had no clue regarding the depth of electorate frustration.  Their sampling methods were clearly wrong.

When you are disrupting the market with a new message/product, sometimes you must go with your gut.  Some of the most successful companies introduce new products we didn’t know we needed (like the smartphone) and that we now can’t live without.

3. Breaking with convention and implementing change is hard without a broad range of support. It’s one thing to get the job, as the Republicans have done.  It’s quite another to lead the team/country and gain their support once you have the job.  One of the most difficult, yet rewarding, challenges we face in business is getting a new job with marching orders (or the need) to implement change and to be successful by gaining the support of the employees in our company, department or team who are naturally resistant to this change.

Those most successful do so by getting allies, clearly articulating their vision, explaining the reasons why change is needed, keeping an open mind, listening to those who must help you implement your plan, and getting their input in designing it so it is successful.  The Republicans don’t seem to be doing this particularly well.  It’s not enough to have the votes to pass your plans.  It’s the difference between being a Manager and telling people what to do and being a Leader and involving your people in the process and getting their commitment.

4. Spokespeople and endorsers are important and the public’s perception of them matters. Companies hire likeable, respected and successful leaders and celebrity endorsers.  If they become tainted, companies move quickly to distance themselves from them (Tiger Woods?), even if that person was the reason the company was successful in the first place.  The reason is simple:  even if the product and company has not changed, has not been affected, and the rationale for buying the product or service is as strong as ever, people aren’t rational.  They don’t see beyond their perception of the spokesperson and won’t buy your product for the simple reason that they don’t like him or her.

This is affecting both parties after the election, just like it did before and during it.  Even though the Republicans were given a mandate and are implementing many good policies for the country, people are resisting and protesting just because they don’t like Trump.  And those celebrities in the media and entertainment world who are doing the protesting are tainting their personal brands and those of their employers.

5. If you don’t like your new boss, you look silly if you protest and don’t cooperate just because you didn’t get the job. Any effort you make in the marketplace or within your company needs to have a point and suggested solution.  Don’t tell me you won’t implement the strategy because you don’t like me or don’t like the direction the company is taking.  Don’t protest a leader just because you don’t like him or what preconceptions you have about him.

Have a point, protest a specific action and come up with an alternative.  It’s like the tenets of any marketing campaign.  Be specific about what you are trying to accomplish and have a call to action.