It is not random. He has a group of people doing a deceptively good job crafting the message for each region. Just like he did in 2016 with Cambridge Analytica.
He, himself, is a barely coherent idiot, but I think it allows their message to be received by people who also don't have that good an education.
E.G. find one of his speeches from the rust belt. They're all fairly similar. Will hit notes of corruption, proud people, fight the NYC and California democrats that did this to them, anti-trade and protectionism, etc. Then go find one like this one that was to bible belt extremists. Completely different. Will still hit some common notes(NYC/Cali), but the underlying message and theme are miles apart.
Edit: to be clear, its all bullshit lies that are telling people exactly what they want to hear.