Case Study #2: How Market Mapping Powered Trump’s 2024 Voter Strategy
13 nov 2024
Overview
In the 2024 election, Donald Trump’s campaign used market mapping to focus on engaging “disengaged” Republican-leaning individuals with low voting histories, rather than traditional swing voters. By sidestepping mainstream media and prioritising digital outreach, they mobilised a base that conventional strategies often overlook. This case shows how targeted demographic mapping can drive voter engagement by focusing on overlooked but high-potential segments.
Lessons Learned
Prioritise Demographic Fit: The campaign targeted low-engagement, Republican-leaning groups like fraternity members and working-class conservatives, rather than swing voters.
Activate the Unengaged: They focused on low-propensity voters—such as welders, electricians, and carpenters—to energise a previously inactive base.
Leverage Masculine Messaging: Market mapping showed that increasing “masculine” turnout by 3% could impact results, so the campaign emphasised themes that resonated with traditional masculine identities.
Use Digital Channels: Knowing their audience engaged more with digital platforms, they used influencers like Theo Von, Joe Rogan, and Logan Paul to bypass traditional media.
How Market Mapping Supported Trump’s 2024 Campaign
Market mapping enabled Trump’s team to:
Identify Disengaged Voter Segments: They located Republican-leaning areas with low voting frequency and directed resources to the most responsive voters.
Reach Key Demographics: Insights helped them focus on high-impact groups like fraternity members and working-class males.
Craft Strategic Messaging: Understanding demographic preferences allowed the campaign to tailor messages focused on working-class concerns and masculine identity.
Utilise “Motor Voter” Laws: They capitalised on automatic voter registration to reach low-propensity Republicans, turning a traditionally Democratic advantage to their benefit.
Through these insights, the 2024 Trump campaign showcased the power of market mapping to redefine voter outreach and engage the ideal electorate.
