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:
- 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.
- 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.
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.
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?
found this article at PDI. roxas supporters are blaming aquino supporters dropping their support on mar roxas as the reason for the mar roxas losing this election. that was their conclusion.
but going through the article, that does not seem to be the reason for the loss. as they themselves said, they had misread the competitive landscape and made strategic errors in identifying who their key competitor is in this election.
based on this article, rather than aquino supporters dropping their support on roxas as the reason for roxas’ loss, these were the strategic errors they committed that led to roxas losing the election:
- they became over-confident when they saw loren legarda unable to catch up. they gave too much focus on legarda.
- shifting resources away from roxas to support aquino was a big mistake. you never leave your candidate unattended to.
- they were unable to see the resurgence of jejomar binay and were unable to launch a counter attack at the right time
competitive analysis and competitive watching is very important in marketing and apparently also in a vice presidential election. this is where the roxas campaign failed. they made very critical errors in reading the competitive set and dynamics.
Roxas supporters blame VP defeat on Aquino backers
By Nestor P. Burgos Jr.
First Posted 07:01:00 06/10/2010
ILOILO CITY—Some supporters of Sen. Manuel “Mar” Roxas II here blamed the defeat of the Liberal Party (LP) vice presidential candidate on supporters of President-elect Benigno “Noynoy” Aquino III who allegedly junked Roxas in favor of Makati City Mayor Jejomar Binay.
“It hurt us that Aquino supporters were sleeping with the enemy,” an LP leader on Panay Island told the Inquirer on condition of anonymity for lack of authority to speak on the issue.
The “Noy-Bi (Aquino-Binay)” factions, which included several core groups in the Aquino camp, tipped the balance in favor of Binay, who was running under the rival Pwersa ng Masang Pilipino party.
Caught off guard
The LP insider said Roxas’ supporters in Panay were caught off guard by Binay’s surge, saying they were focused on keeping Sen. Loren Legarda of the Nacionalista Party at bay.
“We were confident of victory against Loren so we shifted the focus of the campaign and concentrated on Aquino in the last few weeks before the May 10 elections,” he said.
“We saw (Sen. Manuel Villar) inching up on Aquino and decided to re-channel our efforts to Noynoy. We did not anticipate Binay surging ahead,” the LP insider admitted.
He said the Roxas machinery practically shouldered the campaign and funding of the LP campaign on Panay Island, including the campaign for Aquino.
“We dedicated our machinery and resources for Aquino and ended up being junked by some of Aquino’s supporters. That was disappointing,” the party insider said.
But he acknowledged that Binay’s last-minute but aggressive campaigning among mayors on Panay Island dented Roxas’ hometown lead.
Binay’s people approached mayors, even those aligned with the LP, offering money and trying to win them over to an Aquino-Binay tandem, the LP leader claimed.
The junking of Roxas by Aquino supporters and the last-minute campaign of Binay supporters are seen as the reason Roxas did not lead by as large a margin as expected even in his supposed bailiwicks.
In Capiz, Roxas won over Binay with a margin of 116,526 votes—204,839 votes for Roxas against 88,313 votes for Binay.
the current COMELEC and GMA7 unofficial partial tally of votes put jejomar binay and mar roxas to close to call with a spread of only 800T votes with binay leading but 6 million votes still uncounted. binay has claimed victory, saying only an electronic garci can change the outcome while roxas says he will win by a squeaker when the votes from visayas are counted, roxas’ bailiwick. both are saying these are based on reports from their supporters who are in the field.
however, both SWS and Pulse Asia exit polls point to a binay win with pulse asia giving it to binay with a 5.3% points margin. with a 1% sampling error, that puts binay a slight winner. SWS gives it to binay a 2.4% points margin.
roxas saying the visayas as his bailiwick is being confirmed by the pulse asia exit poll where he dominates with 54.7% versus binay’s 25.4%. however, binay dominates roxas almost with the same large margin in all other areas – NCR, Luzon and Mindanao.
loren legarda’s ratings in the poll to begin with was bad,, mar roxas dominating the polls for vice-presidentiables from the very beginning, with mar enjoying double the ratings that legarda was getting.
recent movements in the polls for the vice-presidential race show dramatic changes – with jejomar binay resurgent, roxas softening while legarda collapsing badly.
what? jejomar binay?
that is the question most have been asking, binay has not done anything spectacularly different and attention calling in the recent weeks., how did binay manage to now be in the running in the election?
first, it’s the halo effect from a resurgent erap estrada. estrada and binays poll results rose at about the same time. estrada gaining in the polls had a positive effect on binay.
more than that, binay’s poll ratings went up as he gained supporters from the collapse of legarda in the polls. it appears a large part of those who abandoned legarda went to binay and much less to roxas. binay was the biggest beneficiary of the collapse of the legarda campaign.
we think advertising has a lot to do with it as well. from what we have seen, legarda have had a lot more tv ads aired over binay. but a look at the ads of legarda tells us these were ads that she should have not aired at all.
the ads of legarda depicted her as the essential drama queen with her melodramatic, pa-drama effect delivery of her lines, the slow motion camera movements (or at least that is how it seems) and the ho-hum messages. the legarda tv ads was just too personal and intimate – the idea of loren legarda taking care of everyone, the mother hen who will fix everything.
what makes these ads worst is the way she delivered her lines. she delivered all of them in a hushed, slow paced, tear jerky type of delivery that it makes the whole ad insincere, fake and we are sure to many very funny. it was just too much on the emotions. or at least a trying hard effect on tugging at the hearts of voters.
we have written about legarda here before the election and we called her the drama queen for keeping us in so much in suspense if first will she run for president, then next as vice-president, then with what political party. in every interview during that time, she kept on the drama of suspending for all of us to watch the number of times she changed her mind and the length of time she needed to decide what to do with here political career.
we think in theses ads legarda simply carried true what she really is – a drama queen.
January 2, 2010, 7pm – yasay surges to 3rd place with 10%. fernando keeps dominance at 48%, followed by roxas at 19% at 3rd.
December 10, 2009, 7am – bayani fernando takes an early and commanding lead at 45%, followed by mar roxas at 25%. the rest of the vice-presidentiables are very far behind with binay at 8%. “none of the above” in this poll is high at 9%.
December 2, 2009 – we are opening a fresh poll for the vice-presidential election that includes only the official list, those candidates who filed their Certificate Of Candidacy the deadline of submission of which was yesterday.
Please vote. The software will allow to to vote only once.