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How US candidates fighting an advert war

  • Published at 10:43 pm September 22nd, 2016
  • Last updated at 10:27 pm September 27th, 2016
How US candidates fighting an advert war
Ideology isn’t the end all be all when it comes to election. A lot of people think that ideology and manifesto can win or lose a candidate, but that simply isn’t true especially in US election. Advertisement has an impact on a candidate's performance, but what really win or lose a candidate is how well the strategy is and how it’s optimised to convert traffic into leads, supporters, sales, donations, etc. The art of political advertisement lies in confirming the existing ideas, thoughts or prejudices of voters. The real skill is to do it in a way that feels authentic from the candidate and is emotionally provocative. Here we for our readers. [youtube id="Uk_oKvhWfHs" align="center" mode="normal" thumbnail="Donald Trump vs Hillary Clinton - TV Ad"]

HILLARY CLINTON

Slogan: "It's your time". There’s a lot to like about this campaign slogan. It focuses on the voters instead of Hillary and implies that she’s going somewhere while communicating that she can’t do it without support from individuals. Strategy: After suffering a surprise upset by Barack Obama in 2008, Hillary's new strategy is simple-be Barack Obama. Everything from her "arrow" logo, to the barrage of endless progressive campaign tweets is meant to brand the former first lady, senator, and secretary of state as a fresh choice for the future. Unlike in 2008, Hillary has severely downplayed the inevitability tone of her campaign, instead preaching humility while raking in over 200% more campaign cash than her closest competitor. Part of her strategy involves winning the "progressive-off" against Vermont senator Bernie Sanders who is mounting a strong run by battling campaign finance reform and protesting well-combed hair. Hillary is banking on a strategy that critically hinges on Al Gore's continued lack of presidential ambitions. Post-Convention-Banners-ST-1-300x600-072916_copy Digital Marketing: Democrats have proven to be very adept at implementing digital marketing strategies. Hillary appears to follow this trend and seems to have the edge when it comes to digital marketing. This shows in her web design which is clean, simple, easy to read, and pleasing to the eye. Video advert: TV ad for Hillary Clinton’s presidential campaign criticises Donald Trump, saying he’s not an acceptable role model for kids. The one-minute spot features gloomy music behind sound bites of controversial things Trump has said during his campaign. Audio of the presumptive nominee saying in the old days protesters would be carried out on a stretcher, and his infamous line about being able to shoot somebody on Fifth Avenue without losing support, are prominent. The music then picks up and features video of Clinton discussing the future of the nation’s youth. Conversion Strategy: When you land on Hillary’s website, you quickly see two calls to action, “Join Us” and “Donate Now.” Both are worded strongly and effectively, and both represent the top two conversion goals for the website with joining coming first and donating coming second since it’s much easier to convert someone to join than it is to convince them to donate, yet once they join, you can always use an email drip campaign to convince them to donate. Hillary added a splash page that asks for people to join and donate before they even land on the homepage. This helps to focus attention 100% on these and seems to be working quite well. So far, she’s the only candidate who’s using this type of splash page. The headline for this splash page also does a great job focusing on the visitor as the hero and how they can participate versus focusing all of the attention on Hillary. This works well because people are always interested in themselves and by nature people are looking for community and a cause to join. This headline works very well with that in mind. This is a really smart move by Hillary’s campaign team and something wouldn’t be surprised if the Trump end up copying soon.

DONALD TRUMP

Slogan: "Make America great again!". This slogan created in 1979 when the US was suffering from a worsening economy at home marked by stagflation, it was first used in Ronald Reagan's 1980 presidential campaign. The slogan was also used by former President Bill Clinton. Trump applied to trademark the slogan in 2012, and used it during his 2016 presidential campaign, particularly by wearing hats bearing the phrase. Strategy: The biggest 2016 election shocker is of course the surge of Donald Trump as the Republican front-runner. Trump's strategy is visible from space - America is losing and he will make US win. Trump's strategy falls right in line with his caustic, belligerent personality that made him so popular in the reality show circuit and as a frequent media hungry tycoon. His big issue is trade, and while the specifics of his plans are as absent as his natural hair colour, it hasn't stopped the majority of Republicans from responding to his frustrated message. Trump positions himself proudly as the ideal choice for general election poison. His marketing tactics are taken right from his pre-established personal branding. He hopes to win over the electorate by being the most passionate vessel for conservative woes. While Trump currently enjoys ascendance, it's unclear how the campaign would handle the machine gun barrage of negative ads currently on the Democratic cutting room floor spliced from television appearances, interviews, private recordings, and speeches. All signs point to "not well." Trump-poster1 Digital Marketing: Donald Trump has the weakest web design in expert's opinion. It’s got an older, not modern, not up-to-date with current design trends feel to it. Experts also not a big fan of the colours, especially the drabby maroonish colour that’s being used. Overall, the design seems stale, and the colours don’t strike us as being as vibrant and energetic as the other candidates, despite Trump’s claims of “high energy.” Video advert: Donald Trump has video ad that purports to attack Hillary Clinton’s foreign policy credentials. But instead of criticising the Democratic presidential candidate’s policy proposals, her talking points, or her record as first lady, senator, or secretary of state, the video tries to make her a joke by showing her out of context, barking like a dog. Conversion Strategy: The Donald has even more issues than the other candidates. The “Donate” button in the header is faded and muted and doesn’t out the way a call to action (CTA) button should. His “Donate” and “Join Us” buttons are also pushed below the fold which is never a good idea. People like the idea of Trump's campaign slogans focusing more on America and the people of America and less on themselves. With that in mind, Donald Trump has a strong slogan which hopefully will make up for some of the other holes his campaign seems to have from an advertising perspective.