Unsolicited marketing tips for Poe, Binay, Duterte, Mar, Lacson, et. al.

Whether it’s mobile phones, condominiums , banks or political candidates, strategic and sustained marketing is essential in winning over the consumers (or voters). How can presidential candidates who want to be the next leader of this nation better market themselves in order to win the 2016 election?

Recently, University of the Philippines (UP) political science professors Bobby Tuazon and Dr. Temario Rivera of the Center for People Empowerment in Governance (CenPEG) launched the “Kapihan at Pandesal sa Kamuning” as an issues-focused media forum at Kamuning Bakery Cafe in Quezon City. In front of all television networks and other media, they analyzed the trends of the latest surveys of possible 2016 presidential candidates. I was invited to act as the moderator and I refrained from sharing my own analyses and opinions, except for asking some questions of the esteemed scholars and analysts.

As a business person who is also a lifelong student of marketing, politics and history, I wish to share some of my own unsolicited marketing suggestions to all the possible presidential bets:

1. Senator Grace Poe. As the new frontrunner for the 2016 presidential race, I recommend that she continue with what she has been doing exceedingly well ever since she won as freshman senator in 2013. Don’t change what isn’t broken.

I recommend that Grace continue to keep herself clear of all scandals, maintain her independent stance (she impressed the public with her gutsy anti-establishment stands on controversial General Purisima, the FOI bill, the MRT mess and the Mamasapano tragedy). In fact, I believe she doesn’t need the anointment of either President Noynoy Aquino or former President Erap Estrada who are both veteran politicos, for Grace Poe is well-liked because we perceive her as a non-politico.

2. Vice President Jojo Binay. As the former surveys frontrunner who has dropped down to No. 2, it is possibly correct for Binay to radically change his public stance now from a former partner of President Noynoy Aquino into an all-out opposition leader. I think the best marketing strategy for Binay is not only to harp on his leadership experience of delivering basic services in Makati City, not only to be champion of the disgruntled masses who have not yet felt the trickle-down effects of economic growth — the best tactic is to paint himself as the underdog victim.

Instead of becoming too aggressive in attacking Noy, he should find ways for the government and the ruling Liberal

Party to appear like they’re ganging up on him and his family for political reasons. The corruption attack of his foes can be dangerous if not handled well.

I also recommend that Binay get either a vice presidential bet from the business sector like a Manny V. Pangilinan or find other ways to convince more business stalwarts as well as the intellectual elites that he would be good for sustained economic progress.

3. Mayor Rodrigo Duterte. This mayor of Davao City has effectively co-opted the strongman leader image which was formerly the exclusive domains of such popular iron-fist leaders ex-Senator Ping Lacson and former Manila Mayor Fred Lim.

Despite popularity with his draconian peace and order track record, I recommend that Duterte add more substance to his public image as a multi-dimensional character. Better articulate your ideas on socio-economic reform issues. If not, only a sizable niche would vote for a Filipino version of “Robocop” and would this be enough?

4. Secretary Mar Roxas. The well-educated and genial former Wall Street investment banker is a person who seems qualified to be leader, yet he has to be more proactive in reaching out to the mass voters for their genuine empathy. Mar also has to burnish his image as a leader, to convince people he is capable and can make his own decisions.

Mar should not just wait for President Noy’s blessing or expend too much of his energies just courting the elites of his social class and the local politicos, he should go out and hustle with the crowds. His LP group supposedly attacking Binay on corruption may be effective in slowing down the Vice President, but it isn’t enough yet to pull Mar’s survey ratings up. Mar should get tips from his wife broadcaster Korina Sanchez on how to better humanize his public image before the mass voters.

5. Former Senator Ping Lacson. Although being quiet in recent years has allowed Mayor Duterte to seemingly make-over his strongman image, Ping is a leader with genuine substance in terms of decisive character, his leadership track record and anticorruption stance. In fact, Ping’s a rarity in Philippine politics for totally rejecting the pork barrel system, yet this fact has not been highlighted to potential voters. Ping also has to redouble marketing efforts to let the public know that he is a candidate for 2016.

6. Senator Bongbong Marcos. Friends of Bongbong say that he is angling to be a presidential contender, perhaps if the government somehow succeeds in legally derailing Vice President Binay? His advantages include his good education, telegenic looks and his continuing sway over his late dad’s so-called “Solid North” of several million Ilocanos (including those in Mindanao and other places), the Waray votes of his mother’s bailiwick. Like Ping, Bongbong has to redouble marketing efforts on making people know he wants to run.

Will Ping or Bongbong or even Duterte eventually settle to be No. 2 as a vice presidential contender?

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