學會這6招，就能像特朗普那樣逆襲
John A. Quelch
2016-11-15
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? 特朗普的逆襲可能讓很多人大吃一驚，但機智的營銷人員們卻并不會感到很意外。從特朗普的品牌營銷手冊上，我們可以學到以下六條重要的經(jīng)驗： 給消費者找個活兒干 最好的廣告是那種能給消費者“找事兒”的廣告。比如聯(lián)合航空請你“飛向友好的天空”，耐克讓你“想做就做”。最成功的品牌還允許消費者與他們共同建立品牌價值。“讓我們使美國再次偉大”就是一個含義甚廣的戰(zhàn)斗口號，每個選民都可以給出自己的解讀。它能夠體現(xiàn)出熱情和決心。希拉里的“一起變得更強大”也是一個含義甚廣的口號，但它體現(xiàn)的是一個過程，并不是說過程不重要，但是它所要求的結(jié)果卻遠遠沒有前者清晰。優(yōu)秀的營銷人員深知，如果你對你的品牌沒有一個明確的定位，你的競爭對手就會替你這樣做。 情懷是個大賣點 要想讓消費者為一個不確定的未來投票，恐怕多數(shù)人都不會買賬，尤其是如果你的品牌聽起來還相當陌生。而作為一名政壇新秀的特朗普之所以能夠異軍突起，跟他擅于回憶那曾經(jīng)輝煌美好的昨天，并且承諾未來將重建那樣的輝煌美好有很大的關系。“再次”這個詞并不是無意地被添加到“使美國偉大”的口號前面的。不知道你還記不記得家樂氏公司那個著名的粟米片廣告：“像第一次一樣再嘗嘗我們。”對于美國陷入凋敝的那些“老工業(yè)基地”的千百萬人民來說，輝煌美好的日子是曾經(jīng)真實存在過的，他們之所以給特朗普投票，就是寄希望于他真的能把那些好日子帶回來。 追逐被遺忘的消費者 大多數(shù)金融機構(gòu)追逐的都是同一批高凈值目標客戶，而對生活水準在小康及以下的成百上千萬家庭，則要么視而不見，要么熱情不高。特朗普還重新解讀了民主黨一向標榜的多樣性，贏得了民主黨內(nèi)被本黨忽視的藍領階層的芳心，同時也為自己拉來了一批新選民。與此同時，幾乎所有共和黨人都回家給他們的候選人投票了。好的營銷人員總是知道如何在獲得新客戶和保留老客戶之間進行平衡。 煎牛排時的滋滋聲比牛排本身更吊人胃口 在執(zhí)政經(jīng)驗和政治知識上，希拉里能完爆特朗普十條街。如果糾結(jié)于一團亂麻的政策之爭，政壇新人特朗普很快就會被希拉里牽著鼻子走。因此，如果我們把此次大選比喻成煎牛排，特朗普的形象塑造以及他對選民的承諾，就是為了營造出更多滋滋的熱氣兒。特朗普濃墨重彩地描繪了他當選后的目標和效果，但對政策和實施細節(jié)只是輕輕帶過。當然，隨著現(xiàn)在特朗普的講話風格變成了“特朗普政府將會……”，他現(xiàn)在也到了必須把牛排端上桌的時候了。特朗普能否實現(xiàn)他的承諾？如果不能的話，四年后消費者肯定不會再次買他這塊夾生肉了。 建立激情 好的營銷人員深知群眾口口相傳的力量。在社交媒體時代，光有更好的活動組織能力（傳統(tǒng)的地面戰(zhàn)），或是光靠在電視廣告上砸錢（空戰(zhàn)），對于希拉里來說還是不夠的。因為特朗普是個極為果敢、極有活力的人，一天里能做五場演講，而且聽他演講的觀眾人數(shù)既多、熱情又高，給電視機前的普通選民留下了極為深刻的印象，效果遠遠超過了希拉里砸錢投的那些付費廣告。有些權(quán)威人士會質(zhì)疑激情究竟能否轉(zhuǎn)化成選票。但優(yōu)秀的營銷人員都知道，如果消費者對品牌產(chǎn)生了熱情，你的收銀機就肯定會叮叮地響個不停。在這方面做得更好的顯然是特朗普而非希拉里。 讓時機剛剛好 政治營銷需要你能夠拿下多數(shù)人的選票，然而它并不看你平時每一天的業(yè)績，它只看你每四年的那一天里的業(yè)績，因此時機就是一切。一路選來，特朗普也知道了哪些路數(shù)有用，哪些沒用。他對自己的主張進行了一些調(diào)整，也抑制住了自己公開噴人的欲望。他的民意在正確的時機達到了最高點，令很多民調(diào)機構(gòu)和媒體權(quán)威感到十分意外。在最近的一場演講中，特朗普又重復了同樣的信息，讓選民暢想一個美好的未來——如果他們相信特朗普政府的承諾的話。他自信地斷言，“我們會拿下這個州”，“我們在那個州領先了”。消費者不僅想支持一個勝利者，他們也想支持一個視自己為勝利者的品牌。如果身邊和自己差不多的人也認為一個品牌是一個勝利者，那他們也會傾向于更支持它。這樣一來，一個品牌就會變成一股運動。 上周，“希拉里品牌”為選民承諾了一個光明的未來，但她看起來還和以往的候選人大同小異，而且看起來有點疲勞，且過于依賴奧巴馬和文藝明星的站臺。相比之下，“特朗普品牌”為選民承諾了一個很像昨天的明天，雖然他一直不被看好，且一直是政壇的門外漢，但他是一個果決且具有破壞性的人。他一個人站在舞臺中央，鬃毛似的發(fā)型隨風搖擺，一心準備問鼎白宮。 “特朗普品牌”是一個全新的東西。但“新”很容易，“好”卻很難。時間將證明“特朗普品牌”能否實現(xiàn)它的諾言。（財富中文網(wǎng)） 譯者：樸成奎 本文作者John A. Quelch是哈佛商學院商業(yè)管理學教授。 |
Donald Trump’s victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump’s brand marketing playbook: Give consumers a job. The best marketing campaigns always call on consumers to do something. For example, United invites you to “Fly The Friendly Skies.” Nike NKE -1.43% insists that you “Just Do It.” The most successful brands also allow their consumers to co-create brand meaning. “Let’s Make America Great Again” is an inclusive call to arms with a powerful goal that each voter can interpret for himself. It embraces passion and purpose. Clinton’s “Stronger Together” is also inclusive but it evokes process, not that process isn’t important, but the desired outcome is much less clear. Good marketers know that, if you don’t position your brand clearly, your competitors will do it for you. Show the past as prologue. Offering consumers the adventure of voting for an uncertain future never works with the majority, especially if your brand is new to the game. Trump, the political neophyte, won by recalling a better yesterday and promising to recreate it as the better tomorrow. The word “Again” is no accidental addition to the Make America Great slogan. Remember the famous Kellogg’s Corn Flakes campaign to recover lost consumers: “Try Us Again for the First Time.’ For millions of Americans in the rust belt, the good old days really existed and they voted to bring them back. Pursue forgotten consumers. Most financial firms chase the same high net worth prospects, ignoring or at best taking for granted millions of modestly prosperous people. Trump turned the Democrats’ commendable embrace of diversity on its head to invoke the “Forgotten Man,” winning over lunch-bucket Democrats overlooked by their party as well as bringing in new voters and energizing lapsed ones. At the same time, almost all Republicans came home to vote for their nominee. Good marketers always know how to balance new customer acquisition with customer retention. Sizzle beats steak. Clinton was always going to beat Trump on the steak of experience and policy knowledge. A new brand can’t afford to get lost in the policy weeds. Hence, Trump’s campaign persona and his contract with the American voter offered more sizzle. Painted in broad brush strokes, the contract emphasizes goals and outcomes, and is light on policy and implementation details. Of course, having begun many a sentence with the words “A Trump administration will…” he now has to deliver the steak. Will Brand Trump deliver on its promises? If not, the consumer won’t repurchase four years from now. Build enthusiasm. Good marketers know the power of word-of-mouth recommendations. In the era of social media, better organization (the old ground war) and outspending on television advertising (the air war) weren’t enough for Clinton. Trump’s determination and stamina—five speeches a day—and the size of his crowds impressed ordinary voters watching on television much more than Clinton’s barrage of paid ads. The pundits questioned whether enthusiasm would convert into votes. Good marketers know that brand enthusiasm rings the cash register. It did for Trump, but not for Clinton. Close the sale. Political marketing requires you win a plurality of votes not every day but on a single day once in four years. Timing is everything. Trump learned what worked and what didn’t work as the campaign progressed. He refined his message, suppressed the ad hominem insults, and peaked at the right time, confounding the pollsters and media pundits. In every recent speech, he repeated the same messages, inviting voters to imagine the future if they bought into the promises of a Trump administration. He confidently asserted “we are going to win” this state, “we’re leading in” that state. Consumers not only want to back a winner, they want to back a brand that sees itself as a winner. And they want to back a brand that other people similar to themselves see as a winner. That’s when a brand becomes a movement. In the last week, brand Clinton promised a bright future but looked like the candidate of yesterday, a little tired and overly reliant on a supporting cast of Obamas and Bon Jovis. By contrast, Brand Trump promised a future that looks like yesterday, Everyman’s high-energy underdog and outsider, disruptive yet decisive, standing alone at the podium, mane flowing, ready to step up to Pride Rock. Brand Trump is today’s bright new thing. But new is easy. Good is hard. Time will tell whether Brand Trump can deliver on its promises. |
