Deathwatch Robb White Notes

Why Vicente Fox won the presidential election of 2000?

Through a friend, I came to blows this book, whose existence he knew, but had never read. Now the review.

people understand. Why Fox won
Francisco
Ortiz Nuevo Siglo Aguilar, Mexico, 2002. I

the author. Francisco Ortiz was the general coordinator of marketing for the presidential campaign of Vicente Fox in 2000. In The Pines was the head of the General Coordination of Public Opinion and Image of the Presidency of the Republic until 2003, when he became President of the Council of Tourist Promotion of Mexico, a position he left in 2006 to join the team of Felipe Calderón , who after the first two months of the campaign ran.

Before his foray into politics, Ortiz was in charge of the areas Marketing of Richardson Vicks, Protec & Gamble, the Televisa and Grupo Editorial Radiópolis. His tenure in these companies was instrumental in establishing contact with then-candidate Vicente Fox: Time Macoy, a renowned head hunter firm Kornferry International, and he knew from his years at Procter & Gamble, called him to offer work on the campaign presidential candidate.

Fox, during its passage through Coca Cola, he resorted to the firm where he worked for scouting Macoy occupy executive positions in the crime.

II

structure. Understand The book people Francisco Ortiz is composed of six chapters, one of which, the sixth, containing the testimony of Santiago Pando, responsible for creative strategy in the campaign of the Alliance for Change (PAN-PVEM), a coalition that ran for Vicente Fox in 2000 electoral process.

Jorge G. Castañeda, Secretary of Foreign Affairs during the first half of the Fox government, writes the foreword, which stresses the economy of words and clarity of exposition of Ortiz to demonstrate "the extent to which contemporary democratic competition in Mexico may not forward without statistical resources and political marketing as vital instruments of political and electoral success. " Castañeda

emphasizes also the importance for Mexico historic electoral victory of Vicente Fox, who recognized the wisdom of incorporating in its team of specialists in marketing, "with Paco Ortiz at the forefront," who he says, managed to adapt their knowledge and skills to a different phenomenon: promoting the image and message of an active candidate, not a commercial product liability.

III

content. The book's title, people understand, from a conclusion the author came after nine months of intense work on the presidential campaign, when he realized that "our results more remarkable was that we managed to understand what most people thought and wanted in Mexico." Being one of the fundamental reasons why they got the win, he says.

The book seeks to answer the question: How is marketing in a political campaign? Question that serves as a common thread.

The marketing policy allows the reasons that motivate voters, previously selected as the main recipients efforts of a campaign, "before, after and at the time of voting." This is based on the strategy designed by Francisco Ortiz for the candidate Vicente Fox

Ortiz explains what his campaign strategy:

"... focused on observing, recording and coding of variables should be strengthened for the candidate to take them into account when drawing up their messages. These variables resulted in proposals that guided and helped to reinforce some of the attitudes of the candidate ... align their messages with the purpose that he wanted to communicate to voters that have not yet decided for who vote. "

In short, the entire electoral process eventually becomes a call to a movement of consciousness that people inside should make an effort to require a trust in the power of its decision, which would be faithfully respected during the elections of July 2, 2000.

The first chapter, entitled An awareness campaign, is about the first contacts between Ortiz and Fox, Ortiz incorporating the campaign team, the preliminary diagnosis, the initial policy proposals, some conceptual differences, difficulties government communication, the relationship between marketing and general policy and strategy orchestrated in the presidential election.

As a result of their first participation in a joint evaluation of the advertising campaign and marketing strategy, Ortiz concludes that "it had found a clearly defined strategy for the candidate, moreover, had not even heard someone mention advertising strategy and what was 'what was going to position'. "

According to Ortiz, an advertising strategy is to identify three main factors: a.

The primary benefit of the product: what that product or that person will provide the public with objective, depending on what the public expects. B.
The reason why the consumer is going to believe in the benefit it offers that product or person. C.
The tone and character of the advertisement.

Thus, during the strategic planning "Fox as a product" , begins to understand the key attributes of Fox, as "each product has unique features that make it special, and a good campaign must know how to communicate those attributes ... The same applies in the field of political marketing. "

To balance his inexperience in the field of political marketing, Ortiz reviews foreign election campaign spots, especially in Latin America. Agreed with the Argentine publicist Ramiro Aguya, Lowe & Partners, the use of some of its business, especially one that is called Fool and in Argentina called Stupid . The concept already incorporates and adapts Brazil, Chile and Argentina.

The best campaign by reviewing, in his view "excellent" is that of Fernando De la Rua, it "is directed more to the emotions and nationalist sentiments of the people for cold and rational aspects. Once

by the campaign's strategy reoriented. The first decision is: to determine precisely the target audience: men and women over 18 with a voter ID and which were in the country on 2 July 2000. The second: to design a media plan designed to reach most of the television audience, which was concentrated in soap operas or sitcoms. Third, raise awareness and give up on that occasion was his vote does count and be counted, to overcome voter apathy and encourage them to go to the polls.

Ortiz explains, with notable lack of theory, the distinction between public and public opinion to ensure that "public opinion in Mexico is governed by what you hear on the street or what they think the ordinary people." In addition, qualifies as fair behavior of the media during the electoral process, although "none of them openly supported us," most "neutral behaved."

In a kind of self-criticism, acknowledged that the expectation generated by the campaign was so great that to reach the government "all we wanted to see the changes more quickly." And in what seems like a justification, an example: "It's not the same to see a car from outside and say yes you can manage to get on and find the shifter bent, worn clutch, gas tank empty, the cover rotates, the loose wheel and directional lights cast. "

second chapter: Communication and Political Marketing. It details the arrival of a new career in politics: "the person responsible for marketing in elections." It also stresses the importance of statistics for political marketing that allows you to "bring the message with the essence of the candidate."

differences are established between marketing commercial and political marketing, focussing primarily on the profit interest of the former against the public interest in the second, the promotion of those products and services, and promotion of people and proposals for it. The big difference between the two, according to Ortiz, is that "political marketing does not address a specific market ... your stuff is society and its entire range."

To design an advertisement, Ortiz recommends three key steps:

1. Taking into account the needs of society.
2. Clearly identify the target audience.
3. Put the message in appropriate media.

That is, the political marketing should enhance the image of the candidate and the government proposal, translate them into messages that can be understood by the target audience and place them in the most effective means to reach the target.

In this section, again with weak bases, Ortiz recognizes the importance of the scientific study of the communication, analyzes the classical model of communication, trying unsuccessfully to explain the relationship between communication and interaction, not define the term ends marketing (on the which there is no consensus among specialists) and emphasizes the importance of market research in the process marketer.

In the third chapter, Public Opinion and Media , confused, entangled and lost in a maze when trying to distinguish between collective and mass communication or public communication. Ortiz speculated and dares to say that "while Americans for mass communication is the same as public communication, mass communication for the French, is synonymous with mass media as a result of a process rather than the process itself."

When you try to define the term public opinion is better grips and holds to say that public opinion refers to "the concepts of issues national interest, free and publicly expressed by people outside the government to express their right to have their views may influence or determine the actions and government structures. "

The Development campaign strategy described in the fourth. After 71 years of PRI governments, in the minds of people permeated a longing for change. To make the change, "who contend for the Presidency of the Republic should make an effective and powerful marketing campaign."

To achieve this goal, the strategy proposed by Francisco Ortiz is:

1. Awareness people about the power of decision that would take and express it through their votes.
2. Show people that their proposals would be finally taken into account.
3. Use the candidate's charisma and strength of their ideas so that people see in it the real possibility of change.

The strategy is based on one principle:

"The election result is directly related to the effect of emotional appeal to the candidate."

The implementation of the strategy is summarized in the following lines:

"Both in our brochures, billboards and other materials prints and videos, had a goal to attract people through emotional identification and proximity to a candidate able to understand, to 'put yourself in their shoes' and live with all kinds of people: the same with children in the street that with students, traders and the business sector. A candidate who lived with all sectors of the population, speaking in their language, and receiving favorable responses seen in the results of surveys. "

Additionally, this chapter describes the design of the samples used in statistical surveys carried out during the campaign. We present a brief history of the PAN, and a biography of Vicente Fox pressed

Chapter Five. This section is dedicated to explaining the need in Vicente Fox to discuss, like any challenger candidate, to describe the scenes of the negotiations on the debates, from "the bench" who asked the team to Francisco Labastida trials were carried out in the tent of the PAN candidate, to recall the success of the first debate , the importance of tests, the negotiation of the second debate, mutation of the "black Tuesday" on "Tuesday's luck," how it happens to be Vicente Fox the candidate of "today, today, today."

sixth and final chapter. Santiago Pando Share what is the vision of an advertiser on politics, wielding the reasons why the campaign decided to ask Vicente Fox, lists the people who joined the team work and describes the development of creative strategy.
Pando, being president of Lowe & Partners in Mexico, Enrique Gibert was invited by his friends, to join the campaign of Cuauhtemoc Cardenas. Almost simultaneously, Francisco Ortiz invites the Fox Faced with such choice, Pando uses his son Danny and asks for your advice. "He, oblivious to all the business details, without hesitation he told me to go with Vicente Fox. "

Design a strategy, although he considers that this proposal could only be carried out through a partnership. The strategy is: to expose the system, waging a war of conscience, to awaken people through a campaign aimed more at heart than to reason, land which the PRI did not.

Fox's publicist recognizes the importance of the PAN coalition with the Green Party, and that through this union, the PAN does not sign trade, but the Alliance for Change. He speaks also of the importance of branding, the importance of Ya : The advantage of the "I" was "to be more than a slogan, a mantra healing karma that we carried for many years. 'Ya' is a word open to invited to go forward, which gives value. 'Since we did', 'I won', was directly related to the 'I Ching', it's so Mexican. " Pando

talks about what he calls The factor Lowe. Most of his team this matter as international advertising firm. Lowe's partner in Argentina, Ramiro Aguya, was responsible for the campaign of Fernando de la Rua, whose campaign was inspired. Michael Sokoloff of Colombia, Lowe partner in that country, made the campaign Pastrana and Chilean Ricardo Lagos, whose campaign also took elements to fit the Mexican context.

In his creative team is the film director Carlos Carrera, director of the film The Crime of Father Amaro, and theater musician Tonio Calvo, who handles music spot "Mexico, July 3, 2000" ( long version).

IV

In summary. The campaign strategy deployed by Vicente Fox during the electoral process

of 2000 can be summed up in seven lines Action:

1. Call a referendum on a major issue.
2. Driving a leadership style closer to people and challenging the system.
3. Summon a citizens' alliance for change.
4. Send a message of change and future.
5. Broadcast advertising happy and emotional.
6. Focus on the start of the campaign (or even earlier).
7. Using surveys and debates to polarize the electorate, and call useful vote.

V

Just note

final. The best passages in the book of Francisco Ortiz are the beginning and end: indeed, in the prologue and in chapter six: both were written by different hands to those of the author.