Friday, September 6, 2019
Touring the Trump Tower Essay Example for Free
Touring the Trump Tower Essay If there was such a thing as an award for the most recognized, most celebrated, most controversial, and most iconic person in business, for sure it would go, hands down to Donald Trump. Partly because of his penchant for celebrity, many people have been witness to Trump’s various triumphs and downfalls, in both his professional and personal lives.            But the success Trump is enjoying currently was never handed to him on a silver platter; he did not have a name like Hilton or Ford, so he had to rely only on his hard work and business smarts.  He started his business out of a small office in Brooklyn, New York, with his father, Fred. For five years, he closed and maintained various deals under the mentorship of Fred Trump, and consequently pursued to make his name in Manhattan real estate.            To date, Donald Trump counts his properties in an eclectic array of locations in America and all over the world, specializing in different permutations of real estate. His portfolio consists of hotels (in New York, Las Vegas, and Chicago), golf clubs (in Los Angeles, Bedminster, Westchester, West Palm Beach, the Canolian Islands, and Scotland), and casino resorts (in Atlantic City and the Canolian Islands). On top of this impressive list, he has his name trademarked in entertainment (the long-running reality show The Apprentice, and a daily radio show), model management, and pageants (including the highly-popular Miss Universe pageant). To complete the Trump signature business model, he has created his unique line of merchandise, ranging from apparel to jewelry, from food and beverage to home furnishings (www.trump.com).            The driving secret behind this tremendous business success is conveyed in Trump’s guiding philosophyâ€â€which is to get into what you love doing. According to him, one should not just come up with ideas on how to generate income, it should always be about what one can offer that will be of value to the community. No project map or outline can help achieve one’s business goals; all successes are the products of a single human characteristicâ€â€passion. It is something available to all, and should be the foundation of every goal. Passion leads to success and happiness, which is ultimately followed by money (Gallo, 2007).            Perhaps the way Trump has executed this ideology has not always been on top of everyone’s list. He has been called, at different times, a spotlight-obsessed, shameless egomaniac. However, it is this kind of worldview that keeps Trump in the thick of thingsâ€â€he is, in reality, a brilliant marketer. Self-promotion and marketing is his chosen business strategy; one that has paid him well in terms of brand recognition and awareness. Take one episode of his popular reality show The Apprenticeâ€â€in every segment, in every challenge, one of Trump’s businesses is brought into focus. This, as well as the prize for the chosen apprenticeâ€â€a job handling one of Trump’s many projectsâ€â€has carved the Trump name not only in the minds of the business community but in every TV-watching household as well. Donald Trump emulates the thinking of every small business owner, that of selling your product, as well as yourself, well. Trump’s marketing campaigns run 24 hours a day; he has absolutely great faith in being brave and determined enough to broadcast one’s name, to be your own brand.            Some of Trump’s marketing truisms prove sound and cohesive, as follows: One can never get too much.           In The Apprentice, the Trump name is mentioned practically every other second; this results in a bombardment of messages to the audience, who are now subliminally enticed to remember the name. This same guideline holds true for any marketing or advertising campaignâ€â€the more you mention your product or service, the more it will be remembered. Sex sells, but only to some extent. As in The Apprentice, Trump applauds marketing ideas that are built along sexual undertones. However, he knows exactly where to draw the line, and this refers more to one’s personal taste. Sex, when used clumsily as a marketing idea, always falls flat on its face, and is then deemed unsuitable. When in doubt, cross-promote. Trump believes entirely in this way of marketing as wellâ€â€as evidenced by his campaign for The Apprentice. To promote the show, he allowed brands like Pepsi, Planet Hollywood and Burger King into the segments; in turn, he tied up The Apprentice promos with in-store marketing services. He knew how these brands would reach a wider audience, and went for it (Lok, 2005).            To the untrained eye, the Trump business model can be overwhelming and intimidating. The magnitude of the Trump name, as seen on many levels (on properties, on merchandise, in above- and below-the-line advertising, through word-of-mouth), is but a product of a smart marketing strategy that has worked for many companies for many years. It’s all about the brand, and how one can maximize its identity.            Just the way the Donald Trump brand has done. Works Cited Gallo, Carmine. â€Å"The Secret Behind Trump’s Success†. Communications, www.            businessweek.com, 2007. http://www.businessweek.com/smallbiz/content/nov2007/sb20071121_372575.htm Lok, Dan. â€Å"Donald Trump’s Marketing Secrets Revealed!† Quick Turn Marketing            International Ltd., 2005.            http://www.euromega.com/article32.htm www.trump.com Trump, Donald (prod.) The Apprentice. NBC, 2004.
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