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 ~~~
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.
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.
looking at the chart, there are two conclusions that you will make: jejomar binay is in a phenomenal rise that he not only has over taken loren legarda who used to be 2nd, he is now a real contender to the VP race.
the other conclusion you will make is mar roxas cannot be complacent -he has a declining trend and it is showing it’s possible the three of them will meet at some point to contest the VP slot.
that is a fair conclusion IF we just look at the chart. but there is a fact that is not in the chart that will play a major role – the election will be held in two week’s time. unfortunately for binay, he probably has no more time to get his ratings to the point that he will seriously threaten roxas.
the only way for binay to catch up with roxas is to launch heavy advertising, cover half the country in public meetings or engage roxas in a controversy that he will win. at last 2 of those 3 items are impossible for him to do.
we wonder if the vice presidential race has a direct correlation with the presidentiable race. the trends of the top contenders are fairly consistent with the presidentiable race – roxa’s presidentiable aquino;s rating are on a plateau to a slight decline, legarda’s manny villar partner is on a clear decline and binay’s presidentiable era estrada is a strong 3rd. superficially, it looks like the two three VP are taking the same kind of trend as their presidentiable partner.
mar roxas continues to dominate, with 43% maintaining a wide margin versus loren legarda who is a far second at 23%, almost one half of roxas’ rating. legarda’s deteriorating rating seem to mirror the same trend her presidential partner manny villar is experiencing in the poll.
there is a huge difference in quality of ads between the legarda and roxas ad campaigns. legarda runs this melodramatic, slow and boring tv ads with weak to nowhere strategy versus mar roxas, uplifting, engaging and very real tv ads. when you see legarda’s tv ads – you feel like crying but you do not know if you want to cry because of her meaningless message and flat line tone of the ads or out of pity that she is running such crappy tv ads. it is hard to imagine what possessed her to run such ads.
the other news here is the surge of jejomar binay who gained +4% points. this maybe due to the wider exposure he has been getting through the numerous sorties they have been doing around the country.