Now that Trump knew how to grow, he had to optimize his message and his marketing campaign. This is what he did. Not only, he would send controversial tweets, he would do the same at conventions, when giving interviews or making videos.
For instance, here are 2 Donald Trump quotes that gave him great exposure:
- About Mexicans: “They're bringing drugs, they're bringing crime, they're rapists”
- About his wife: “You know, it really doesn’t matter what the media write as long as you’ve got a young, and beautiful, piece of ass.”
Trump had to optimize his channels but he also had to prioritize them. The objective of prioritization in growth hacking is focusing on what works and stop wasting time or money on what doesn’t. What worked for Trump? Getting PR without spending money on it. Just being controversial would give him so much exposure and that was enough to get the Republicans’ votes.
There were hundreds of articles every day just for saying a statement or sending a tweet. You might tell me that these articles were not good PR because the articles were mostly negative. I like to quote the wife of Jordan Belfort (Played by Leonardo Di Caprio) in the movie The Wolf of Wall Street. In the movie, Forbes published a negative article about M. Belfort and she says: “There is no such thing as bad publicity”
. Even if I don’t totally agree with this statement (e.g. Volkswagen scandal
about the company cheating pollution controls definitely had a negative effect on the company), Trump proved that statement to be right.
What happened next? With all this PR, Trump gained even more exposure and won the Republican primaries with 45% of the votes
when his first contender (Ted Cruz) only had 25% of the votes.