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Posts Tagged ‘Binayfication’

VP Jojo Binay ratings continue to fall, a dramatic exodus of supporters

December 10, 2014 Leave a comment

presidentiable VP Jojo Binay’s survey ratings continue to fall for a second consecutive quarter. in this Pulse Asia survey to 26% in the November 2014 survey from 31% in the previous survey, a 5% point drop. this should worry Binay and his advisers as it makes the possibility of losing the 2016 election a bigger reality.

he is still number 1 in the survey but that is practically meaningless as for surveys like  these, the trend is much more important and meaningful than the actual rating for the period. the question being asked in this survey is something like “if elections were held today, who will you elect as president?”, thus the answer respondents are giving are relevant to the current time only when the survey was conducted.

the election is still in 2016, at least 5 quarters to go of surveys (surveys are conducted on a quarterly basis) and that means changes to the ratings and rankings will happen depending on developments in the country and the actions of the presidentiables. the changes will be dramatic with those initially ahead in the surveys early on dropping down, even to levels where they eventually lose the election. we saw this in the most recent presidential election in 2010 when at the start of the election period, senator Manny Villar was way ahead of everyone but eventually dropped to number 3 or 4 by election time when he was besieged with corruption charges and mismanaged its handling.

the drop in the most recent survey for Binay is an indication that the things he has been doing during the time from the previous survey to this one have not been working for Binay. Binay continued to be on a Binayfication strategy where he continue to ignore the corruption charges and allegations, refusing to directly answer them, to deny or confirm any of it and to offer evidence that prove they are false.

Binay Nov Chart

empty table

the table and chair set up at the senate for VP Binay

under the Binayfication strategy is his refusal to attend the senate hearing. the senate sub-committee that has been conducting the hearings on the over-pricing of the Makati parking building has repeatedly and in public told Binay there is an open invitation for him to attend the hearing. Binay on his part has also repeatedly refused to attend the hearings giving a lot of silly reasons. then at some point, for a reason only he and his advisers know, Binay said he will only attend the senate hearing  if the mother committee in the senate invites him.

well, the mother committee through the committee chair, senator Guingona, extended an invitation to the vice president. the senate even went to the extent of assigning a date and time. and on the appointed time and date, the senate set up a table, chair, a microphone, a name plate and even a glass of water in the middle of the place where the hearings are being conducted. it was a surreal scene as the media took pictures and showed live TV footage of the empty chair. Binay demanded the mother committee give him an invitation, it did but he did not show up.

there were new and additional corruption charges and allegations made during the period. but the other telling development under the Binayfication strategy was the debate with senator Trillanes. the same thing happened here – Binay challenged senator Trillanes to a debate on the corruption issues. after a bit of time, Trillanes agreed and accepted the debate challenge. staff from both sides started to meet to discuss the debate and like the one above, a date and time was set. then, all of a sudden and something that it appears none of his staff and advisers did not know about, Binay announced  he will not debate with Trillanes.

the drop in the most recent survey may be attributed to the Binayfication strategy – it is not working and it is not able to arrest the decline in the ratings of Binay. rather than helping him, Binay continue to lose supporters.

Nov2014BinayPulse_circle

looking at the specifics of the survey results, to us the most telling and the one that should concern Binay the most are his ratings in Luzon, and among the upper class (ABC) and the lower class, D.

the drops in Binay’s ratings are across the board – all areas and all socio-eco classes. but the drop in the Luzon rating is dramatic and stands out – it is now exactly one half of what it was in march, 2014. it is a dramatic decline to 22% from 44% in march, a huge -22% point loss.

similar dramatic declines occurred among the ABC and D socio-eco class. the upper and middle class saw an even bigger degradation – dropping -30% points to now just 17% from 47%. the D saw a -16% point shrinkage to 26% from 42%. losing your base support from these groups is a nightmare for any election campaign. this is an exodus of supporters from the thinking class and the poor.

the election is still 5 quarters away, Binay can still recover with still a lot of things he can do during that time. what he wants is to do things that will reverse what may be the beginning of a declining trend. he and his advisers should realize Binayfication is not working, something else needs to be done.

question is – does Binay have the smarts, the will power and the good things in him to abandon the Binayfication strategy and pursue another strategy, like the Truth Strategy?

Binayfication strategy is not working – change or explode in flames on the way down

October 14, 2014 2 comments

Binayfication is the strategy employed by VP Binay and the rest of the family on the current allegations and charges hounding them individually and collectively as a family. Binayfication is about ignoring and not answering the allegations and charges of corruption being revealed and multiplying at the committee hearings led by Senators Cayetano, Pimentel and Trillanes. It is about ignoring and not answering them and instead introducing new issues and points that are totally unrelated to the charges and allegations with the intent of diverting the attention of the people.

these survey results from both Pulse Asia and SWS says it all, quite emphatically how Binayfication has failed as a strategy:

SepSWSTrustBinay SepPulsePerfBinay SWSSepPerfBinay

sources : http://www.sws.org.ph/ and http://pulseasia.ph/

all the survey results, Pulse Asia’s trust and performance ratings and SWS satisfaction ratings of jojo binay as a vice president has plummeted in September 2014 from previous periods of June and March 2014. the changes from September to June are all dramatic and statistically significant – the drops are -15% points. comparing the September numbers to one more quarter before that, from March 2014, the drops are even more devastating, they increase from a middle double-digit number to now -20% in most cases.

not only that, the drops as the Pulse Asia survey shows are across the board, across all regions and across all socio-eco classes. in other words, the vote of disapproval is from everyone in all places in the country. that is massive decline in any survey, political or even in marketing.

that tells us whatever it is the Binay camp are doing, they are not working and is not helping the cause of VP Binay for his 2016 presidential aspirations. in marketing, actions and strategies are measured and judged by numbers, by results. the actual business numbers and results equivocally tell us whether they are working or not. numbers that go up simply say they are working and numbers that are down says they are not working. whatever the numbers are, you base your next step on those. good numbers says continue whatever you are doing while bad numbers says stop whatever you are doing and change course.

for the past weeks, all that the Binay camp have been doing is Binayfication. the numbers are out and what they are saying is that Binayfication is not working . the smart strategist will make a move to change strategies. but that does not seem to be what they will do. so far, all they have been doing is the same thing. doing the same thing will give the same results. if these initial results is the beginning of a trend, Binay is set to lose the 2016 election.

credit goes to sargo for the term “Binayfication”. it is being used with permission. 

 

drop in Pulse Asia presidentiables survey – time to panic for VP Jojo Binay

September 29, 2014 Leave a comment

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.

PulseAsiaSepPresBinay

source : https://docs.google.com/file/d/0B3b9qPFV1cRDTk16WXpXZmlVM0k/edit?pli=1

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~~

sep2014 PulseAsia Presidentiables Jun2014 PulseAsia Presidentiables

source : http://pulseasia.ph/

 

 

 

 

 

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