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Magna Kultura Foundation’s Grassroots Promotions campaigns in District-Communities using Arts & Cultural Programs. A Social & Cultural Entrepreneurship Advocacy offered to Private Corporations and …

Magna Kultura Foundation’s Grassroots Promotions campaigns in District-Communities using Arts & Cultural Programs. A Social & Cultural Entrepreneurship Advocacy offered to Private Corporations and Civic Organizations as a vehicle to engage communities.

FOR MORE INFORMATION, CONTACT:
Dickie Aguado, Magna Kultura Foundation
Mobile Nos.: +63 917.899.0025 (Globe) or +63 922.899.0026 (Sun)
Direct Line No.: (632) 514-5868
Email Address: magnakulktura@gmail.com

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  • 1. Product promotion in communities becomes more inviting as we use Entertainment Marketing as a promo vehicle. It gives product- brands a unique & more endearing image among consumers, while promoting retail trade sales. Entertainment promotions delivers exciting possibilities for citizens, retail store owners, and for private companies. The cultural vehicles brings ‘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 to economic 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. ENTERTAINMENT VEHICLES THAT PROMOTES RETAIL SALES IN DISTRICT TERRITORIES.
  • 2. ON 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. GRASSROOTS ENTERTAINMENT MENU ACTIVITY EFFORTS FILM SHOWINGS FILM SHOWING In Barangays & Schools COMMUNITY FAIR  Food Stalls  Tiangge Bazaars  Community Raffle Open-Air film shows of Filipino independent films and animation films at town plazas. Films never before shown at local commercial cinemas. Film promo trivias are promoted for 1 month in target areas with sponsor product purchase. Film showing event days are held with whole day selling bazaar fair in barangays. ACTIVITY EFFORTS ACTIVITY COMMUNITY CONCERTS in Communities & Music Bars MUSIC WORKSHOPS in Schools & Barangays MUSIC PROMOS in schools, offices & Brgys MUSIC CONCERTS & WORKSHOPS Local music contest, videoke singing, and performances, with Off-Site promotion held in schools & district- communities, with sponsor-product purchase music- related promos. Music Classes for teens & young adults conducted by known band musicians, regularly held in selected schools & villages. EFFORTS ART WORKSHOPS in Schools & Barangays ART EXHIBITS On Campus, in Villages and at Commercial Malls ART WORKSHOPS & EXHIBITS School & community art drawing workshops: painting, drawing & comics animation for children and teen-agers. Exhibits are held for 2 weeks in schools & barangays allowing opportunities for brand merchandising, direct promotions and product selling in target areas.
  • 3. Still a popular game challenge for males, shoot-out contests are implemented in cooperation with local barangay councils. Each team is composed of a pair of male players. Barangays end their contestants 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 team's name during the games. The event is announced in the city-district, drum-beating the team & store's they carry. A neighborhood raffle will be launched 3-weeks before the event for team popularity voting, with labels as ballot-entry. 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. 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 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.
  • 4. ALL EVENTS OFFERS DIRECT MARKETING IN SCHOOLS AND BARANGAYS WITH SALES “PUSH” AND “PULL” PROMOTIONS THAT DELIVERS MEASUREABLE RESULTS Beyond event day body count, brand promos are conducted for ONE MONTH BEFORE THE EVENT PER AREA, allowing people to enjoy fun promos & trivias for chances of winning. EVENTS ARE PROMOTED IN BARANGAYS: Sari-Sari Stores & Groceries ON-CAMPUS: School Canteens & Vendors OFFICES: Cafeterias & Convenience Stores THE ACTIVITY VEHICLES CAPTURES MULTI-AUDIENCE TARGETS.
  • 5. 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 is vital are the pre-event activities that allows a period for CONNECTING 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.
  • 6. Entertainment Marketing will bring excitement in the retail purchase process as vendors become agents of culture. Imagine the excitement it brings to vendors in Sari Sari Stores, Groceries, Convenience Stores, School Canteens and Office Cafeterias. Cultural promotions will add retailtainment interactivity between vendors and consumers during the purchase process. Promotions approach will be customized for every outlet to fit their customers and products. Retailers will enjoy their role as promoters of arts and culture while contributing to sales of their products and services.
  • 7. 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 brochures with simple layman’s instruction. Entertainment promo stubs distributed in outlets for dissemination to customers. Merchandising materials & bulletins installed in all areas of operation.
  • 8. 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.
  • 9. direct marketing CRM BTL Brand Activation DataBase consumer promo merchandising trade relations Taking your products where your market is. BEYOND-THE-LINE PROMOTIONS
  • 10. CORECOMPETENCE Our primary tasks is activate BRAND, CONSUMER and DEMAND. We develop targeted marketing communications and promotional services that focus on trade and consumers in sales districts. We conduct grassroots “pull” promotions for consumers. We conduct retail relations and align ground efforts with the local sales and distributors. We align with the 5-step close-loop TPM process in sales territories. In all projects, we allocate a minimum networking time of 3 weeks: engaging sari-sari stores, market stalls and other local vendors before launching a promo. We conduct shelf inventories and make sure that products are new (or otherwise marked for flushed-out) before launching the promotion. We conduct brand promotion activities in target areas integrating Arts Marketing and Product Promotions Discipline with Trade Promotions Marketing. Our approach is focused on building stronger relations with retailers and consumers. We implement programs that become part of the brand’s SELL-THROUGH PROCESS. WE GUARANTEE The Activation of product-brands at retail stores Retail Trade and Consumers Relations Adopting brand consumer & shopper insights to align marketing strategies for profit and growth Creating a unique marketing push
  • 11. 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 retail outlets 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
  • 12. CAMPAIGN SCHOOLS COMMUNITIES 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 MANAGEMENT CUSTOMER RELATIONS MANAGEMENT DIRECT SELLING PR RELATIONS WITH ACADEME, PARENTS ASSNS & CANTEEN STORE BARANGAY COUNCILS, HOME-OWNER’S ASSN, & SARI-SARI STORES 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.
  • 13. 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 & Sangguniang Kabataan Home-Owner’s Associations Community Youth & Adult Groups Church & Faith-based Organizations Local NGOs & People’s Organization Worker Groups & Cooperatives Local Transportation Service Groups Small Retail Stores & Community Vendors Local Schools & Universities Arts & Cultural Organizations Local Clubs & Civic organizations 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.
  • 14. EVENT MANAGEMENT  Program Production Management  Consumer Promo Management  On-Site Product Sampling & Selling PROMOCAPABILITIES DIRECT MARKETING  Retail Channel Relations  Product Inventory Audit  Trade & Consumer Data-Base Management  House-To-House Promotions  Trade & Community Merchandising INTEGRATED PUBLIC RELATIONS  PR Coordination with LGUs, Barangays & Sector Organizations  Implementation of Social Marketing Programs  Development Grassroots Communication Materials  Print Graphics Development & Collateral Materials Production MOVING PRODUCT INVENTORIES, TRIGGERING CONSUMER PURCHASE, AS PART OF THE SELL-THROUGH PROCESS Community Engagement. Social Mobilization. Social Entrepreneurship.
  • 15. Taking your products where your market is. activation grassroots WE CONDUCT GROUND MARKETING PROMOTIONS IN SALES TERRITORIES NATIONWIDE UTILIZING REGION BASED STAFF & NGO VOLUNTEERS. COMMUNITY ACTION TEAMS© ARE MOBILZED TO BUILD RELATIONSHIPS WITH CONSUMERS & RETAILERS. • Hands-on Consumer Relations in District-Barangays • 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 TEAM Our ground operations are Social Mobilization and Community Engagement Real-Time Operations.
  • 16. OUR GOAL IS TO TRIGGER PRODUCT MOVEMENT : SHELF OFF-TAKE AND CONSUMER PURCHASE. DIRECT SELLING. MERCHANDISING. DATA-BASING. 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 sales CONSUMERS 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
  • 17. 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. 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. WE COORDINATE WITH RETAIL STORES IN SALES TERRITORIES. 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.
  • 18. activation direct contact MAGNA KULTURA HAS IMPLEMENTED SUCCESSFUL GROUND MARKETING PROMOTIONS AT THE GRASSROOTS WITH ACTIVITIES THAT TRIGGERS SALES . Magna Kultura develops customized ground marketing promotions for 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 will make the ground promotions part of the sell-through process. RELEVANT. ORIGINAL. IMPACTFUL.
  • 19. PROMOTING BRAND SALES WITH DAY-AFTER RESULTS TAKING YOUR PRODUCTS WHERE YOUR MARKET IS. PROMOTING BRAND IMAGE FACE-TO-FACE WITH CONSUMERS