Grassroots Communications Portfolio

ENTERTAINMENT VEHICLES THAT PROMOTES RETAIL SALES IN DISTRICT TERRITORIES.Product promotion in communities becomes more inviting as weuse Entertainment Marketing as a promo vehicle. It gives product-brands a unique & more endearing image among consumers, whilepromoting retail trade sales.Entertainment promotions delivers exciting possibilities for citizens,retail store owners, and for private companies. The cultural vehiclesbrings ‘retail-tainment’ even as it promotes ‘edutainment’ in society.Entertainment activities always attract the general public at different socio-economic levels. Dove-tailed with exciting promo activities, open doors toeconomic opportunities among small business retailers and vendors to “push”sales of the product. It opens a new dimension in promoting the brand face-to-face with consumers in communities.It brings a excitement in the product purchase experience. Instead of embarking on simple ‘promos activities’, entertainment marketing gives the company or brand an image of a corporate citizens genuinely promoting arts & culture. It has more impact, with lasting brand recall that leads to consumer loyalty. Corporate patrons participating in the grassroots arts promotions have guaranteed day-after sales results.

GRASSROOTS ENTERTAINMENT MENUON TOP OF THE ONE (1) DAY EVENT, ALL ACTIVITIES ALLOWS ONE (1) MONTH PROMOTIONS CAMPAIGN IN TARGET AREAS. THE EVENTS ARE MERCHANDISED & PROMOTED IN SCHOOLS, BARANGAYS, OFFICE COMMUNITIES. RETAIL STORES ALSO PLAY A MAJOR ROLE IN PROMOTING AWARENESS WITH FUN & EXCITING ART PROMOS WITH CONSUMER PRIZES. ACTIVITY EFFORTS COMMUNITY CONCERTS Local music contest, videoke singing, and performances, in Communities & Music with Off-Site promotion held in schools & district- Bars communities, with sponsor-product purchase music- MUSIC WORKSHOPS related promos. in Schools & Barangays Music Classes for teens & young adults conducted by MUSIC CONCERTS & WORKSHOPS MUSIC PROMOS known band musicians, regularly held in selected in schools, offices & Brgys schools & villages. ACTIVITY EFFORTS FILM SHOWING Open-Air film shows of Filipino independent films and In Barangays & Schools animation films at town plazas. Films never before shown at local commercial cinemas. COMMUNITY FAIR  Food Stalls Film promo trivias are promoted for 1 month in target  Tiangge Bazaars areas with sponsor product purchase. Film showing FILM SHOWINGS  Community Raffle event days are held with whole day selling bazaar fair in barangays. ACTIVITY EFFORTS ART WORKSHOPS School & community art drawing workshops: painting, in Schools & Barangays drawing & comics animation for children and teen-agers. ART EXHIBITS Exhibits are held for 2 weeks in schools & barangays On Campus, in Villages allowing opportunities for brand merchandising, direct and at Commercial Malls promotions and product selling in target areas.ART WORKSHOPS & EXHIBITS

A Quiz Challenge for families in barangays. Barangays field three (3) families; each family-team composed of four members. Quiz questions features family lifestyle and home-economics survey statistics, a pinoy styled “Family Feud” contest. Organized in corporation with the local barangay and the Home-Owners Assn. The event is held at multi-purpose halls, with a contest stage and selling booths for community folks enjoy products at discounted prices. A videoke singing challenge with a party liquor bar, tables & chairs for consumer- audiences. Participation is held on-site for consumers purchasing a required product items. Videoke singers get the chance to compete for cash prizes and gift items. Non- singing contestants join the raffle or song scoring contest by purchasing at the products at selling booths in order to gain contest stubs. A amateur band-singing contest for local citizens, held live at community plazas. Registrations are held at the Sangguniang Kabataan office, with participants submitting a required number label/caps. Purchase-raffles are open to consumer-audiences voting for their favorite band. The event is set-up with product selling booths.Still a popular game challenge for males, shoot-out contests are implemented in cooperation withlocal barangay councils. Each team is composed of a pair of male players. Barangays end theircontestants with prescribed label points; and can send as many teams in the contest.Each team is tasked to represent a local store in the district-barangay, and carry it as the teamsname during the games. The event is announced in the city-district, drum-beating the team &stores they carry. A neighborhood raffle will be launched 3-weeks before the event for teampopularity voting, with labels as ballot-entry.

ALL EVENTS OFFERS DIRECT MARKETING IN SCHOOLS AND BARANGAYS WITH SALES “PUSH” AND “PULL” PROMOTIONS THAT DELIVERS MEASUREABLE RESULTSBeyond event day body count,brand promos are conducted forONE MONTH BEFORE THE EVENTPER AREA, allowing people toenjoy fun promos & trivias forchances of winning.EVENTS ARE PROMOTED INBARANGAYS: Sari-Sari Stores & GroceriesON-CAMPUS: School Canteens & VendorsOFFICES: Cafeterias & Convenience StoresTHE ACTIVITY VEHICLES CAPTURES MULTI-AUDIENCE TARGETS.

ENTERTAINMENT PROMOTIONS OFFERS PESO VALUE TO SPONSORSHIP INVESTMENTS BY STIMULATING PURCHASE AT TRADE CHANNELS WITH DAY-AFTER SALES.THE EVENTS WILL GENERATE BUSINESS.While event are held at specific dates & venues, what isvital are the pre-event activities that allows a period forCONNECTING WITH THE CONSUMER-PUBLIC, through: ART PROMOTIONS that promotes event attendance with pre-event promos to create excitement; ENTERTAINMENT MARKETING that promotes interactive fun promos using pop culture trivias and contest; PURCHASE PROMOTIONS that generates proof-of-purchase profitability for local vendors. CORPORATE PROMOS that not only allows image affinity with arts but generating sales, either thru participating trade channels or via house-to-house neighbourhood campaigns.

Entertainment Marketing willbring excitement in the retailpurchase process as vendorsbecome agents of culture.Imagine the excitement it brings tovendors in Sari Sari Stores, Groceries,Convenience Stores, School Canteensand Office Cafeterias.Cultural promotions will add retailtainmentinteractivity between vendors and consumersduring the purchase process.Promotions approach will be customized forevery outlet to fit their customers and products.Retailers will enjoy their role as promoters ofarts and culture while contributing to sales oftheir products and services.

THE SCOPE OF PROMOTIONS GO BEYOND EVENT VENUES. FOR ONE (1) MONTH, ENTERTAINMENT MARKETING PROMOS ARE CONDUCTED WITHIN A TWO KILOMETER PERIMETER. House-to-house info drives are conducted by local operatives. Sari-Sari Stores & Groceries are contacted with person- to-person briefing . School canteens & office cafeterias, fast-food outlets & small carinderias will be given customer promos. Even tricycle terminals & drivers will be conduits for distributions of information.Vendors will be given brochureswith simple layman’s instruction.Entertainment promo stubs distributed in outlets for dissemination to customers.Merchandising materials & bulletins installed in all areas of operation.

RETAIL TRADE COORDINATION MK will visit all existing retail trade outlets, i.e., sari-sari stores, bakeries and food carinderias in district-barangays will be invited to participate in the promo; and this includes one-to-one “sell-in” of the promo. Outlets will be briefed with leaflet brochures on promo details and mechanics about the consumer promo MK to conduct store check for product inventory and loading in coordination with local dealer. All information gathered within period of coordination will be forwarded to area sales team and distributor.Note:a) The same manner will be conducted for schools canteens.b) For barangays, retail outlets not included in the sales or distributors list will be provided by MK.

DataBase trade relations consumer promo direct marketing BEYOND-THE-LINE PROMOTIONS BrandBTL Activation Taking your products where your market is.merchandising CRM

CORECOMPETENCEOur primary tasks is activate BRAND, CONSUMER and DEMAND. We develop targeted marketingcommunications and promotional services that focus on trade and consumers in sales districts. Weconduct grassroots “pull” promotions for consumers.We conduct retail relations and align ground efforts with thelocal sales and distributors. We align with the 5-step close-loopTPM process in sales territories.In all projects, we allocate a minimum networking time of3 weeks: engaging sari-sari stores, market stalls and otherlocal vendors before launching a promo. We conduct shelfinventories and make sure that products are new (or otherwisemarked for flushed-out) before launching the promotion.We conduct brand promotion activities in target areasintegrating Arts Marketing and Product PromotionsDiscipline with Trade Promotions Marketing.WE GUARANTEE The Activation of product-brands at retail stores Our approach is focused on building stronger Retail Trade and Consumers Relations relations with retailers and consumers. We Adopting brand consumer & shopper insights to align implement programs that become part of the marketing strategies for profit and growth brand’s SELL-THROUGH PROCESS. Creating a unique marketing push

OUR ROLE AS PARTNERS IS to create cutting edge promotions by implementing a potent promotions at trade & consumers to trigger day-after sales for the brand. TO DELIVER SALES by building partnership alliances with local retailoutlets and niche sector organizations in city-districts, by bringing products face-to-face with target consumers, triggers day-after sales results.USING ARTS & CULTURAL ACTIVITIES AS PRIMARY VEHICLE, THE BRAND PROMOS ARE PERCEIVED AS COMMUNITY ENGAGEMENT ACTIVITIES AND COPORATE SOCIAL RESPONSIBILITY EFFORTS

CAMPAIGN PR RELATIONS BARANGAY COUNCILS, WITH ACADEME, SCHOOLS COMMUNITIES HOME-OWNER’S ASSN,PARENTS ASSNS & & SARI-SARI STORESCANTEEN STORE Merging above-the-line brand platform with below-the-line & direct marketing promotions, to achieve a sales push Beyond-the-Line. BRAND EFFORTS BEYOND-THE-LINE DATA-BASE CUSTOMER DIRECT MANAGEMENT RELATIONS SELLING MANAGEMENT DIRECT HIT NOT ONLY IMPLEMENT EVENTS; IT DEVELOPS A CONSUMER & RETAIL DATA-BASE. THE GRASSROOTS APPROACH OPENS AN AVENUE FOR DEEPER CUSTOMER RELATIONS FOR LONG-TERM BRAND SUCCESS.

COMMUNITY ENGAGEMENT PROCESS In launching campaigns, we network with key influence groups in district-communities to “sell-in” the promotions & mobilize action. COMMUNITY-BASED SECTOR-BASED ACADEME-BASED Barangay Councils & Local NGOs & People’s Organization Local Schools & Universities Sangguniang Kabataan Worker Groups & Cooperatives Home-Owner’s Associations Arts & Cultural Organizations Local Transportation Service GroupsCommunity Youth & Adult Groups Local Clubs & Civic organizationsChurch & Faith-based Organizations Small Retail Stores & Community Vendors WE CONDUCT HOUSE-TO-HOUSE CAMPAIGNS, STORE-TO-STORE COORDINATIONS TO TRIGGER AWARENESS OF THE BRAND PROMOTION CAMPAIGN. USING THE ART & CULTURA PROGRAMS AS PROMO VEHICLE IN LOCAL COMMUNITIES, WE OPERATE GROUND PROMOTION OPERATIONS. ACTIVATING SALES WITH CUSTOMIZED CAMPAIGNS THAT PROMOTES INTERACTION BETWEEN CONSUMERS AND RETAIL STORE CHAINS.

PROMOCAPABILITIESDIRECT MARKETING Retail Channel Relations Product Inventory Audit Trade & Consumer Data-Base Management House-To-House Promotions Trade & Community MerchandisingINTEGRATED PUBLIC RELATIONS Community Engagement. PR Coordination with LGUs, Barangays & Sector Organizations Social Mobilization. Implementation of Social Marketing Programs Social Entrepreneurship. Development Grassroots Communication Materials Print Graphics Development & Collateral Materials ProductionEVENT MANAGEMENT MOVING PRODUCT INVENTORIES, Program Production Management TRIGGERING CONSUMER Consumer Promo Management PURCHASE, On-Site Product Sampling & Selling AS PART OF THE SELL-THROUGH PROCESS

grassrootsWE CONDUCT GROUND MARKETING PROMOTIONS Taking your productsIN SALES TERRITORIES NATIONWIDE UTILIZING REGION where your market is.BASED STAFF & NGO VOLUNTEERS.COMMUNITY ACTION TEAMS© ARE MOBILZED TO BUILD Our ground operations areRELATIONSHIPS WITH CONSUMERS & RETAILERS. Social Mobilization and Community Engagement • Hands-on Consumer Relations in District-Barangays Real-Time Operations. • Hands-on Direct Contact with Product Dealers & Retail Stores • Hands-on Implementation of Event-based Sales Promotions • Data Base Development & Management of Niche Sector Groups • Merchandising Operations in stores & barangays • Development of Audio & Collateral Merchandising Materials BELOW-THE-LINE APPROACHES ARE CUSTOMIZED TO FIT BRAND CHARACTER. COMMUNITY ACTION TEAMactivation

OUR GOAL IS TO TRIGGER PRODUCT MOVEMENT :SHELF OFF-TAKE AND CONSUMER PURCHASE.As standard operating procedure (whether promo or event) we conduct:TRADE RELATIONS to strengthen vending relations and motivate push selling. Direct coordination with retail stores to re-market brands in the district. Monitoring retail inventories, selling-in motivating stock-up, pre-booking re-orders. Soft-orientation among store attendants to ensure better push people selling, with comic-manuals and leaflets Partnering with local stores to make the promo work, and deliver salesCONSUMERS RELATIONS to motivate purchase. Activity affiliation with the Home-owners Associations, and influential community niche groups. Conducting house-to-house (P2P) & community announcement campaigns. Creating activities with mass appeal, with pull selling mechanics to trigger product purchase Conducting real P2P relationship to build consumer brand experience DIRECT SELLING. MERCHANDISING. DATA-BASING.

OUR PRIMARY GOAL IS PRODUCT MOVEMENT & SHELF OFF-TAKE.GROUND EFFORTS ARE INTEGRATED WITH SALES GOALS, TO INVENTORIES THE TERRITORY,TO MOVE RETAIL STOCKS. GROUND PROMOTIONS TAILOR-FIT WITH THE SELL-THROUGH PROCESS,TO MOTIVATE SALES AND REPEAT PURCHASES. WE COORDINATE WITH RETAIL STORES IN SALES TERRITORIES. OUR STAFF IN THE AREAS RALLIES LOCAL STORES ACTIVE PARTICIPATION DURING THE PROMO PERIOD. THEY CONDUCT STORE INVENTORY CHECKS, TO ENSURE THAT SHELVES ARE FILLED WITH PRODUCT STOCKS. OUR LOCAL TEAMS ALWAYS MAKING SURE THAT PRODUCTS ARE AVAILABLE WHILE THE PROMO IS ON-GOING. OUR PRIMARY MEASURE OF SUCCESS IS INCREASED SALES IN THE AREA. OUR MEASURE OF THE SUCCESS IS MEASURED IN SHELF OFF-TAKES & RE-ORDER BOOKINGS OF RETAILERS. DOCUMENTED RECORDS OF INVENTORY, AS WELL AS LEADS FOR LOADING ARE COORDINATED WITH THE DISTRICT SALES FORCE & DISTRIBUTORS.

direct contactMAGNA KULTURA HAS IMPLEMENTED SUCCESSFUL RELEVANT.GROUND MARKETING PROMOTIONS AT THE GRASSROOTS ORIGINAL.WITH ACTIVITIES THAT TRIGGERS SALES . IMPACTFUL.Magna Kultura develops customized ground marketing promotionsfor product-brands: that triggers consumer purchase, and shelf off-take at retail stores. Magna Kultura aligns with the sales force,dealers and other third party agencies for integrate efforts that willmake the ground promotions part of the sell-through process.activation

PROMOTING PROMOTING BRAND IMAGE BRAND SALES FACE-TO-FACE WITH DAY-AFTERWITH CONSUMERS RESULTS TAKING YOUR PRODUCTS WHERE YOUR MARKET IS.

Grassroots Communications Portfolio

by Dickie Aguado, Executive Director - Magna Kultura Foundation

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