Several recent polls demonstrate that Donald Trump is already losing trust from his “47%” of supporters who won him the US presidency.
In the “Morning Consult” National Tracking Poll #170105 from February 4, 2017, there were several interesting themes:
• 30% of people who voted for Trump think America is going in the wrong direction
• 60% of total voters think America is heading in the wrong direction (32% republicans, 82% Democrats)
• People who favour Trump’s policies most (50% right track) are evangelicals and the military
• Most frustrated (70% wrong direction): Students, African Americans, the unemployed, the Jewish
• 70% believe America is heading in the wrong track for health care, Medicare, women’s issues
I often cringed at Hillary Clinton’s campaign and thought it was generally pathetic. Since the US election, I always ask every right-leaning person that I meet: Can you immediately recall any Hillary Clinton policies? Most people can’t do it, they can’t name even one.
Clinton’s campaign had no big idea and all her policies were very poorly communicated. Worst was her sneering superior tone, best exemplified by her “deplorables” comment.
Not only was she in her own echo chamber, she also ensured anyone outside it had good reason to hate her.
It’s already the task of Democrats to carefully, respectfully, and joyfully welcome these people into the democratic fold. That’s not going to happen with the current narrative that Trump voters are stupid, racist, and were hoodwinked. It must be done in a respectful and loving manner
It was the most significant mistake which cost her the election.
The UK Brexit Remain campaign suffered from similar issues.
Out of these, I found one statistic particularly interesting: 30% of people who voted for Trump think America is going on the wrong track.
I’m surprised that Trump’s supporters are feeling uneasy so quickly.
It’s already the task of Democrats to carefully, respectfully, and joyfully welcome these people into the democratic fold.
That’s not going to happen with the current narrative that Trump voters are stupid, racist, and were hoodwinked.
It must be done in a respectful and loving manner.
When telecoms became privatised in the UK years ago, millions of customers left BT in protest for perceived bad service and seduced by big promises from new telecom companies.
And yet, within a few months of leaving, the majority realised their new service provider was much worse than what they had left at BT.
BT’s “welcome back home” campaign is one of the most effective in marketing history.
And it succeeded because it never ever made its errant customers feel stupid and never ever said “I told you so.”
Instead, they celebrated and rewarded people for coming back and, in doing so, dramatically enhanced their brand equity. The democrats have a similar opportunity right now, but it will only work if they understand this.
Toffael Rashid is a global marketing professional.