drop in Pulse Asia presidentiables survey – time to panic for VP Jojo Binay
not that we didn’t know it would happen, but the drop of -10% points in the presidentiables survey is significant both statistically and subjectively and time for presidentiable VP Jojo Binay to panic. this significant drop is exclusively because of the graft allegations and charges that are being made at the senate committee hearing on the overpricing of the Makati Parking Building.
this is not due to a competition making inroads or a change in the country’s situation and thus a change in voters sentiments, this all due to his making or his “not making”.
in marketing terms, the brand image of vp Jejomar Binay is getting hit badly. the word “corruption” has been attached to his name or at minimum a huge mistrust or suspicion is building up.
the drop in rating is across the board – all 4 regions and all socio-eco classes and each one is mostly like statistically significant. drops like these when seen in market research in marketing causes panic among the marketing and advertising teams. these are dramatic decreases. aside from the big deterioration in ratings, the bigger worry is that this might be the beginning of a declining trend. there are 6 more quarters until the 2016 election, a conservative and generous average drop of let us say 5% points every quarter will put the Binay’s rating by election time at 1%, certainly a rating that will not get him to win the election.
of course things can still change for Binay. this thing called “nothing is impossible” in marketing is also applicable for Binay, the 6 quarters to go also means there is still time for Binay to recover in the presidentiables ratings. but to change that will mean Binay needs to panic and change strategies and tactics. the horrific data means people are believing the corruption charges and allegations that are being made at the senate hearing and more importantly whatever Binay has been employing to answer them are not working, they are not able to change the minds of the voters.
is Binay willing to change strategies and tactics in answering the charges? we do not think so and we do not see it. Binay has not changed his strategy of “Binayfication” – introduce new and unrelated issues and points to the allegations and charges in an attempt to divert the attention of the audience to something else and anything but the corruption charges and allegations. with Binayfication, Binay ignores the charges and allegations. this has not changed since the start of the revelation of the charges and allegations and to the most recent statements of Binay and his various spokespersons.
note that this presidentiables survey was conducted at the start of September when the charges and the senate hearing was just getting started and before his infamous speech that was meant to “answer the allegations point by point” but was nothing even close to it and instead he made a 2016 election campaign speech. we know that from listening to the speech and from the words of Governor Remulla, one of his spokespersons who characterized the speech as “very presidentiable”. you know the speech is not to answer the allegations when his own spokesperson described the speech as “presidentiable”.
these rating drop could have been much bigger had the survey been conducted towards the last part of September when the senate hearing have had more hearings and more allegations and charges were revealed. nevertheless, Binay has not really changed his Binayfication strategy.
we also note the spin that another spokesman of Binay made about the rating – congressman toby tiangco said they were “positively surprised” by the ratings as they expected them to be lower. he was right and wrong about that. the rating was not as bad because the survey was conducted at the start of september when the issue was still new and not a lot of issues have been revealed. tiangco’s statement was a lame spin to squeeze something good from something terribly shitty. no wonder tiangco was fired as spokesman and replaced by governor remulla.
we have this thing called “lessons learned” in marketing. when we do a new marketing plan, we get the data from the previous year and analyze them and pick out “lessons learned”. that essentially identifies the mistakes made in the previous year and apply lessons to address or correct the mistakes. doing a good job at “lessons learned” often makes the difference at succeeding in the new business year for many brands.
we do not know where binay and his team of advisers are at. but if they do not shape up and become honest to themselves and look at the lessons learned from the previous weeks, things might not change for binay and his 2016 election ambitions. we only have one data point, so we do not know yet if this is a trend, it is a huge single data point, what they need to worry about is if this is single data point is the beginning of a trend. if it is a trend, then the 2016 election is one for Binay to lose. he can reverse it, but is he honest enough to face the lesson learned and face the allegations and charges squarely and stop the Binayfication strategy.
in marketing as it is in politics – not changing and continuing on a strategy that has been giving bad results spells doom.
~~more to follow~~
source : http://pulseasia.ph/