T

he success of selling a product primarily depends on the quality of the product itself. If the product is of good quality, people love to buy it even if the price is relatively expensive compared to other, similar, products.

However, as is often the case, success also depends on how effective and efficient one markets the product, meaning how well the public is made aware of it.

The same principle holds true now that Indonesia is bracing itself for the 2014 presidential election. The second tier of the 2014 general elections is a year away, yet the political climate in this archipelagic republic is already heating up. Headlines in the national media '€” particularly television '€” have been dominated by the '€œmarketing activities'€ of potential candidates for the country'€™s top executive post.

These aspirants are apparently aware of the need to effectively market themselves. In their own way, the candidates have been putting themselves on the political radar screen in their attempts to attract sympathy and eventually win support from Indonesians eligible to cast their votes in the elections.

It has become common lately to see Golkar Party chairman Aburizal Bakrie, for example, appearing on his TVOne and ANTV, giving advice and input to the younger generation, or calling for national unity in between commercial breaks during prime time slots. On other television stations, chairman of the People'€™s Conscience (Hanura) Party, Wiranto, clad in martial arts robes, has been promoting discipline and unity for the nation, while chairman of the National Democrat (NasDem) Party, Surya Paloh, although it is not yet clear whether he will actually contest the presidential election, has made frequent appearances on his own MetroTV television station in conjunction with many of his party'€™s activities.

Seeing the three of them on TV is not surprising as Aburizal and Surya are owners, while Wiranto has Hary Tanoesodibjo of the MNC Group of news/entertainment channels as his backing.

Besides these three, Prabowo Subianto, chief patron of the Great Indonesia Movement (Gerindra) Party, has also been appearing on a number of TV stations, greeting Indonesians at various commemorations of religious or national days, or delivering short speeches on building a strong and great Indonesia. Unlike Aburizal, Surya and Wiranto, who are either the owners of or associated with the owner of a television station, Prabowo apparently has to dig deep into his own pocket for his television appearances.

The four aspirants have not been or are no longer in government service. Their appearance on TV is effectively the only medium for them to introduce themselves and expound their programs to the public '€” and most importantly to lure potential voters to vote for them next year.

But, what about potential candidates who are still active in government service?

Names like State-Owned Enterprises Minister Dahlan Iskan, Trade Minister Gita Wirjawan, Regional Representatives Council (DPD) speaker Irman Gusman, or even Jakarta Governor Joko '€œJokowi'€ Widodo, are obviously much luckier than those '€œprivate'€ candidates. Without necessarily owning a television station or being associated with station owners, they can enjoy promotional slots '€œfree of charge'€ through frequent TV exposure of their activities as government officials.

Dahlan, for example, has been benefiting from his much-publicized support for the development of electric cars or his comments and policies on the affairs of state-owned companies. Similarly, Gita, on his capacity as trade minister, has received TV coverage for his visits to traditional markets checking their wares and the prices of basic commodities. These are quite apart from his appearances on a number of trade missions or accompanying the President on trips abroad.

Irman, on the other hand, has also been benefiting from his much-televised activities in State functions or addressing events on national days.

The last person in this group, Jokowi, on the contrary has a unique standing in the fight for publicity ahead of the election. In his capacity as the governor of the capital city, he receives high-rating publicity on TV for every move he takes and every policy decision he makes. Another '€œplus'€ factor for him is the fact that he is considered the '€œmedia darling'€, especially for his success in governing Surakarta, Central Java, and more precisely in '€œpeacefully'€ relocating Surakarta street vendors from their illegal trading sites on sidewalks to proper trading places and markets.

He has repeatedly denied the speculation that he will run in next year'€™s presidential election and instead says he will focus on his job as governor of Jakarta. Furthermore, the Indonesian Democratic Party of Struggle (PDI-P), with which he is politically associated, has not yet given a clear signal in support of his presidential candidacy. However, Jokowi has been '€œdeployed'€ by party chairwoman Megawati Soekarnoputri as '€œchief campaigner'€ for all party candidates running for gubernatorial offices in a number of provinces.

By doing so, Megawati (either by design or accidentally) has put Jokowi on the party'€™s front line in its preparations for next year'€™s elections. In other words, Jokowi has been given the stage on which to introduce himself, not only to Jakartans and the people of his hometown Surakarta, but also to people throughout the country.

Most of the candidates have openly declared their readiness to run for the country'€™s top post, or at least the second-top post. The choice of who they think is the best option for the post lies with the voters. The only hope is that they will not vote for the wrong person.

The author is a staff writer at The Jakarta Post.