noynoy aquino will lose election due to advertising campaign blunders
getting a presidentiable to win an election is really no different from getting a mass consumer product to succeed in the market place. the success of a presidentiable is measured by the number of votes he/she gets, mass consumer products are measured by market share. how to get there, political campaigns and brand management teams for mass consumer products use the same principles, apply the same strategies, in many cases execute the same tools and analyze very similar data and research.
the election just like mass consumer marketing is all about two major components – the product and it’s advertising. in the case of political campaigns, the product is the presidentiable while it may be a shampoo or laundry product for a mass consumer product.
advertising is probably the most potent marketing tool for both. we have seen great tv ads for mass consumer products that were able to push the brands to market leadership. same way we have seen great tv ads launched by the presidentiables that pushed them to being at the top of the polls. this is clearly seen in the manny villar campaign where it is very clear that great advertising done since many months ago has pushed his poll ratings from nothing to now a statistical tie with the dominant front runner, noynoy aquino.
market research, specifically consumer research is very important to both political campaigns and mass consumer marketing. mass consumer marketing and political campaigns both seek to persuade the target market, voters for presidentiables and consumers for marketers to buy their “products”. understanding the consumers minds, attitudes and sentiments is most key for both.
polls that SWS and Pulse Asia conduct are very similar to what mass consumer marketers use – they also have market share data, the equivalent of polls. polls is very much like the product tracking research done by mass consumer products.
the aquino campaign we think have committed major blunders in its advertising campaign. they are so major that we think it will cost noynoy aquino to lose this election. are they reversible? yes, they are reversible but that very much depends on the aquino advertising team knowing what went wrong and more importantly what to do about it. and equally important, do they have the smarts and the energy to something about it.