Dec 2, 2019

Trump, the marketer in chief

Illustration: Aïda Amer/Axios

Impeachment is bringing out President Trump's instincts as marketer in chief, as he seeks to turn a perilous, shame-inducing inquiry into an aggressive fundraising and mobilization tool.

Why it matters: Democrats competing for the chance to challenge Trump in the general election are getting a preview of how he may seek to upend and monetize their arguments against him.

The big picture: From merchandise to rally rhetoric to paid media strategy, a campaign official tells Axios that a lot of the ideas for responses are being generated by Trump himself.

  • His nearly three years on the job have helped him become an expert in framing his own missteps to his advantage.
  • While half the country already supported impeaching Trump and removing him from office, recent polling for CNN shows Democrats weren't able to expand that to a clearer majority after two weeks of public impeachment hearings. His backers see that as evidence that his counter-messaging has helped hold the line.

Merchandise: Recent additions to the Trump campaign's merchandise store include "Bull-Schiff" t-shirts demonizing House Intelligence Chairman Adam Schiff, and "Where's Hunter?" t-shirts mocking former Vice President Joe Biden's son.

  • Sources close to Trump's re-election campaign say the recent impeachment-focused merchandise has sold well and given the team an added bonus of tracking additional data about Trump supporters.

Facebook: The Trump campaign has been blitzing Facebook with ads urging supporters to "sign up" to fight impeachment.

  • The Trump campaign alone has spent nearly $2 million on impeachment ads on Facebook since Sept. 28, according to data from Bully Pulpit Interactive.

TV: Republicans have spent $6.8 million on impeachment ads on television since Oct. 1, while Democrats have collectively spent $4.7 million, per Advertising Analytics.

  • Trump will air a reelection ad on Fox [Corrected] during the 2020 Super Bowl, per two sources familiar with the ad buy.
  • His campaign declined to comment on whether it would invest in further sports ads, but it made a similar ad buy during Game 7 of the this year's World Series.

Rallies: Trump has railed against impeachment at his rallies in the weeks since Democrats launched their impeachment inquiry.

The bottom line: This is classic Trump. He's continuing to upend traditional norms — and his base loves it.

Go deeper: The Trump show: a new drama

Go deeper

World coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Axios Visuals

The European Union is considering an $826 billion coronavirus rescue package to fund recovery efforts for all member states, European Commission President Ursula von der Leyen said Wednesday.

By the numbers: More than 5.6 million people have tested positive for COVID-19 and over 2.3 million have recovered from the virus. Over 355,500 people have died globally. The U.S. has reported the most cases in the world (over 1.6 million from 15.1 million tests).

U.S. coronavirus updates

Data: The Center for Systems Science and Engineering at Johns Hopkins; Map: Andrew Witherspoon/Axios. This graphic includes "probable deaths" that New York City began reporting on April 14.

More than 100,000 Americans have died of the coronavirus, according to data from Johns Hopkins — a milestone that puts the death toll far beyond some of the most tragic events in U.S. history.

By the numbers: Over 1.6 million have tested positive in the U.S. Nearly 354,000 Americans have recovered and over 15.1 million tests have been conducted. California became the fourth state with at least 100,000 reported cases of the coronavirus on Wednesday, along with Illinois, New Jersey and New York.

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 8 p.m. ET: 5,682,389 — Total deaths: 354,944 — Total recoveries — 2,337,385Map.
  2. U.S.: Total confirmed cases as of 8 p.m. ET: 1,697,459 — Total deaths: 100,276 — Total recoveries: 391,508 — Total tested: 15,192,481Map.
  3. Public health: Fauci says data is "really quite evident" against hydroxychloroquine — Nearly half of Americans say someone in their household has delayed medical care.
  4. States: California hospitals strained by patients in MexicoTexas Supreme Court blocks mail-in expansion to state voters.
  5. Business: MGM plans to reopen major Las Vegas resorts in June — African American business owners have seen less relief from PPP, Goldman Sachs says.
  6. Tech: AI will help in the pandemic — but it might not be in time for this one.
  7. 1 🎶 thing: Local music venues get rocked by coronavirus.
  8. 🎧 Podcast: Trump vs. Twitter ... vs. Trump.
  9. What should I do? When you can be around others after contracting the coronavirus — Traveling, asthma, dishes, disinfectants and being contagiousMasks, lending books and self-isolatingExercise, laundry, what counts as soap — Pets, moving and personal healthAnswers about the virus from Axios expertsWhat to know about social distancingHow to minimize your risk.
  10. Other resources: CDC on how to avoid the virus, what to do if you get it, the right mask to wear.

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Updated 1 hour ago - Politics & Policy