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Leni Robredo’s trek to the vice president position : part 1

January 13, 2016 Leave a comment

thank you to blogwatch.ph (@blogwatchdotph) for inviting us to sit in during the session with LP’s vice presidentiable Leni Robredo.

there is something to be said about Leni Robredo, a vice presidentiable who gives her time to a group of bloggers and netizens to talk about issues and allow them to know who she is as a candidate and as a person.

and Leni Robredo needs the exposure. last october 19, 2015, we wrote in this blog (tittle : 2 things Leni Robredo should do to win) that to win, she needs to address her low awareness on a national level. Robredo is known in Naga and to a certain degree in Metro Manila. but with her experience and work concentrated on a local level at Naga, she is hardly known nationally specially when compared to her competitors in the vice-presidential race who are all nationally elected senators. they all have a national political base and are known on a national level.

this meeting with the blogwatch.ph will help address the need we identified in October 2015.

excerpts:

survey results notwithstanding, Robredo has 2 huge but very basic marketing things that she needs to do to win:

  1. address low awareness on a national level – robredo may be known in here hometown and to some degree in Metro Manila but she is hardly known in the rest of the country. that is a key issue as the position she is running for is national in scope, she needs the rest of the country to know who she is.
  2. what is the Leni Robredo brand equity or brand positioning? together with the issue of low awareness, Robredo’s other big problem and this can be much bigger than the first is nobody knows what she stands for. what is her brand equity or brand positioning of Robredo?

read: https://2010presidentiables.wordpress.com/2015/10/19/2-things-leni-robredo-should-do-to-win/

since October, Robredo has gone to other parts of the country to get to know the people and to allow the people to know her. she has aired some advertising which based onIMG_3550 the monitoring was about P91M in 2015 and places her 11th highest ad spender among the national candidates and 3rd highest among vice-presidentiables. the ad spending may be not much, but it is a move in the right direction.

what is interesting is that during the blogwatch.ph discussion, she admitted she was surprised by the amount of money spent on her TV ads. she said she did not have money to spend for the ads and the money for sure did not come from her. her party, the LP had spent for the ads. according to her, senator bam aquino is the one managing her campaign and would know the details of the ad spending.

honestly, we do not remember what ad she aired during that time. but i remember it was not a remarkable ad. it was forgettable and too run of the mill.

in a scenario where there is very low brand awareness, ads like the one she aired, boring it may be, is a good thing. the ad for sure will add awareness and build some brand equity for her.

however, for whatever brand equity she has gotten from the ads, it is on shaky grounds as a non-remarkable ad that builds an equity means the equity is vulnerable to erosion specially when the other vice presidential candidates start airing their own ads during the campaign  period which started just a few days ago.

the survey results recently released show that Robredo’s campaign is doing very well. it also supports the points we raised on what Robredo needs to win the election – increase awareness and a brand equity definition.

a few days ago, we tweeted that Robredo should aim to get more interviews to get media exposure, for more people to hear and see her. in the times that we have seen her during interviews, we were continually and exponentially  impressed by her. we thought more voters getting this experience, the more she gains supporters.

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the survey results are very good for Robredo. she was on a surge in the latest mid-December poll from SWS. from a very low 7% in September 2014, she gained a +16% points in December 2015, to 19% from 3%. more importantly her ranking jumped to a tie at 2nd with Marcos coming from 5th in September.

the surge in the surveys may have been driven  by the announcement of her candidacy and the endorsement from president Noynoy Aquino and the LP presidentiable Mar Roxas and the media attention given to her after the announcement. in other words, Robredo generated awareness and started to define her brand equity.

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her ratings in the survey has defined her as competitive even when faced with incumbent senators who already have a national standing.

the question is can she sustain this upward trajectory in the coming weeks?

~~~ more to follow ~~~

 

 

 

 

 

2 things Leni Robredo should do to win

October 19, 2015 2 comments

will leni robredo get a boost after Mar Roxas has announced she is his VP running mate and most specially after president Noynoy Aquino endorsed her candidacy? mar roxas got a tremendous boost when Aquino anointed Roxas – from being a far 4th in the surveys, his ranking jumped to a tie at 2nd or a close 3rd.

robredo is nowhere in the polls – a very far 5th to not registering at all in another. getting her rank within the top 3 means Aquino’s endorsement do have super powers. the next survey results will be very important to Robredo, it will define her as a legitimate candidate.

survey results notwithstanding, Robredo has 2 huge but very basic marketing things that she needs to do to win:

  1. address low awareness on a national level –  robredo may be known in here hometown and to some degree in Metro Manila but she is hardly known in the rest of the country. that is a key issue as the position she is running for is national in scope, she needs the rest of the country to know who she is.
  2. what is the Leni Robredo brand equity or brand positioning? together with the issue of low awareness, Robredo’s other big problem and this can be much bigger than the first is nobody knows what she stands for. what is her brand equity or brand positioning of Robredo?

awareness is the first problem that needs to be solved, the next one is brand positioning. they can be done at the same time. the first can be solved with heavy advertising and heavy exposure to the voters. i would think Robredo needs to be seen and be with the voters every day until election time. her media team ought to be the best among all the candidates to get her in the press.

in many ways that is the easier part than the second one – brand positioning. brand positioning involves defining who she is, differentiating versus the other VP candidates, being preferred over any of them and most specially to appeal to the voters.

those are classic and pretty basic marketing needs but that is very difficult to do in politics. among many other things, in politics, you are given only 1 chance to get it right or at times twice if you get lucky.  in marketing mass consumer products, you get as many times as your budget will allow you and over whatever period of time your P&L can accommodate. no such thing in politics. in politics there is a finite  deadline that will not move and you only get a chance only once – by election day. getting it right the first time will be critical and based on your observations, if you get it right the first time, you will need a rehash or an improvement towards the end of the campaign after your competition has responded to your first effort.

Robredo in some way has started defining her brand equity and this is centered on the use of the tsinelas as core visual and core thinking. we saw on twitter a few of the visuals that expressed that idea which we thought was a very good choice and had very good applications.

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we thought the use of the tsinelas was a very smart idea. not only does everyone know what it is, every Filipino owns at least one pair of  tsinelas. it is what we use at home on a daily basis and for many of us it is the only kind of footwear we own. the population of the philippines is mostly made of the poor, with very little money to even buy food on a daily basis, the tsinelas is the only footwear many could afford to buy.

the tsinelas is an ownable idea and visual – nobody has used it and it was often used by Robredo’s late husband, Jesse. he was known to use his tsinelas to work as mayor in Naga and when he was appointed by Aquino as DILG chief. back in Naga, his constant use of the tsinelas was known as his brand of governance – down to earth, poor-oriented and always being with the people. the tsinelas was the well-loved trademark of Jesse Robredo.

Levi’s use of the tsinelas declares to the voters that just like her husband Jesse, it is also her own brand of governance.

it also helps that the execution of the tsinelas as a visual in her meme materials was excellently done. it is unobtrusive, tastefully done but dominantly catches attention. the yellow color of the tsinelas uses the same color Cory used an her son president Noynoy and the Daang Matuwid group.

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this is a good beginning for Robredo but we are hoping this will not end here and that it will evolve to something more substantive in the near future.

she needs to be more substantive than just the tsinelas idea as she is against other candidates who have been on the national stage and wth stronger good or bad credentials. more importantly, she is running for the position of the vice-president, the second highest position in the country and the expectations are much higher than being an HOR rep of a district in the Bicol area.

and she needs to do this quickly, election time is coming. the time is short and she needs to get it across in such a wide area in short period of time. we think she will need very high advertising spending to achieve this.

is robredo up to the challenge of the big time?

 

2016 Vice-Presidentiables Online Poll Now Open

October 19, 2015 Leave a comment

poll opened October 19, 2015

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