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.
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?
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 on 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.
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.
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 ~~~
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:
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.
one fine day at the end of april 2014, we were greeted with headlines on print and broadcast media similar to what rappler.com had – vp jejomar binay an announced candidate for the 2016 presidential election tops all of them with a whopping 40% of the survey answers as the candidate the respondents will vote if the election was held today.
that is like a just little less than 2 years till the may 2016 elections. a long way off till election time.
and that is the reason why the other presidentiables (ahem, mar roxas and alan peter cayetano) should not panic. the standings of the candidates will change dramatically as we approach may 2016. that is guaranteed – dramatic and drastic.
people’s sentiments change over time and so does the behavior of the presidentiables, not to mention the campaign programs and ads the candidates will be releasing before and during the campaign period. more importantly, studies show that the farther from election time, the more fickle voters are. it says voters get to firm up their choices the nearer election time goes. many start firming up their choices just 1 to 2 weeks before the election. in fact for the swing votes, many firm up their choices just 1 or 2 days before election time.
these type of development can be seen in previous elections where we can see the dramatic changes in the survey standings of the presidentiables.
for posterity, we will be posting here the data tables of the this pulse asia march 2014 presidentiables survey and the other survey results for vice presidentiable and senatoriables. the charts have been picked up from rappler.com (read here : http://www.rappler.com/nation/56725-binay-runaway-winner-pulse-asia-poll)
we were surprised by the strong showing, on third, of senator miriam defensor santiago. her strong stance against the PDAF scam has put her on that spot.
grace poe has come out as second here mainly due to her strong showing in the senate hearings. she has come out as very intelligent and poised in these hearings.
vp jejomar binay coming out as top is no surprise. his position as VP has helped him a lot to be in that spot.
mar roxas although he has not declared he will run for president, but we all know he will run, came in very low at 5th with just 6% (versus binay’s 40%). perhaps his performance during the yolanda storm may have affected him here.
chiz escudero seem to be a perennial favorite for the vice presidential slot. maybe it is time for him to have a go at it.
we are shocked that senator tito sotto is among the top 3 specially when taking at look at where manny pacquaio is. sotto is among the top 3 while pacquaio is way below on the top 18. it is hard to reconcile how sotto a plagiarist can be on top and beat out pacquiao who is a national hero for many pinoys. makes us wonder that perhaps pacquaio is not as favored as we think or more importantly as what he thinks he is.
how should the candidates proceed from this?
- take the results with a mountain of salt
- need to monitor developments
- candidates and planners should draw some conclusions from the survey results
- common denominators should be pulled out
- from these conclusions, they should draw out a research plan
- conduct research based on these results
we think it is important for the candidates to draw learnings from thes results and draw up medium to long-term action plans.