Larong Pinoy As Brand Promotion Activity
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The following document presents the Traditional Filipino Street Games as a potent below-the-line brand activity that engages communities; creating goodwill among the people, and triggering product shelf off-take through activities related to the games. Larong Pinoy ‘s popularity encompasses generations of Filipinos: from today’s living elderly citizens, to parent & adults, as well as youth & toddlers. It is the games of our heritage. Magna Kultura Foundation enjoins brand manufacturing enterprises and advertisers with product accounts to partner into a grassroots promotions that will create maximum brand awareness. While the Filipino street games have been organized in the past by local government organization’s, and occasionally by company-brands; Thus far, NO COMPANY-BRAND has owned equity to the games. PROMOTE YOUR PRODUCT-BRAND WITH AN INSTITUTIONAL EVENT THAT IS CLOSE TO THE HEARTS OF EVERY FILIPINO. Larong Pinoy, as a Promotions Campaign, builds strong goodwill for the Brand; at the same time, delivers day-after sales results that is measurable. Magna Kultura Foundation applies the best practices of events marketing along with trade management promotions. The community engagement activity mobilizes local advocates, at the same time building an infrastructure and ecosystem that involves local retail stores. The Larong Pinoy Outreach Programs affords brand promotion in Barangay households and connects with local Sari-Sari Stores to trigger product purchase in line with the activities. The measurable efforts provides a data-base of households and local stores, with sales proof-of-purchases. FOR INQUIRIES, YOU MAY CONTACT : DICKIE AGUADO, Executive Director – Magna Kultura Foundation Cellular Phone Nos.: [+ 63] 917-8990025 / [+ 63] 922-8990026 Landline Telephone No. (632) 514-5868 Email Address: kulturapilipinas@gmail.com
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Larong Pinoy As Brand Promotion Activity
- 2. EVENTS MARKETING IS A GREAT VEHICLE TO CATCH THE ATTENTION OF TARGET CUSTOMERS. IT ENHANCES BRAND IMAGE. IT ADDS BRAND EQUITY. IT IS AN AVENUE FOR PRODUCT SALES. IT CREATES SOCIAL CAPITAL. BUT HOW MANY TIMES HAVE YOU CONDUCTED EVENTS THAT ARE ALSO BEING IMPLEMENTED BY OTHER PRODUCT-BRANDS? AND YOU WERE JUST AMONG THE MANY BRANDS? AMONG MANY EVENTS, WHAT IS THE RIGHT EVENT FOR YOUR BRAND? ARE THERE EVENTS OR ACTIVITIES THAT HAVE NOT YET BEEN DONE BY ANY OTHER BRAND, WHICH COULD MAKE YOU “THE FIRST” BRAND TO DO IT?... THE “ORIGINAL” IN LAUNCHING SUCH EVENT?
- 3. The most powerful brands are created and maintained by delivering distinctive and consistent experiences to the market. While branding has traditionally been seen as the domain of the marketer, today's event professionals realize the pivotal role that events have in engaging participants with their organization's brand.
- 4. Events provide a unique opportunity for organizations to engage target audiences in a high-touch environment, deepen connections, and forge new relationships. The stakes are high. A well-executed event can build market share, grow profits, and increase brand equity. A poorly executed event can cause brand damage.
- 5. WILL THE EVENT BE A VEHICLE THAT WILL MAKE YOUR BRAND STAND OUT AND DELIVER SALES? OR WILL YOU JUST BE AN ADDED BRAND SPONSOR
- 6. CAPTURE THE FILIPINO MARKET With an event that creates an ecosystem in the communities: looping household neighborhoods and community stores
- 7. GET AN EQUITABLE EVENT THAT WILL CAPTURE MASS MARKETS, AND BUILD SOCIAL CAPITAL FOR YOUR PRODUCT-BRAND. GET AN EVENT VEHICLE THAT BUILDS NOT ONLY BRAND IMAGE, BUT DELIVERDAY-AFTER SALES, WITH MEASURABLE RESULTS.
- 8. THE FILIPINO TRADITIONAL GAMES IS AN EVENT THAT HAS NOT BEEN OWNED BY ANY BRAND. IT REMAINS TO BE POPULAR AMONG THE FILIPINO MASSES; IT IS WELL-LOVED BY ELDERS, ADULTS, AND CHILDREN. IT IS A CULTURAL TREASURE THAT IS PART OF OUR HERITAGE. PLACE YOUR BET ON AN ORIGINAL FILIPINO EVENT
- 9. CAPTURE THE CITY-DISTRICTS WITH LARONG PINOY CAPTURE THE MARKET ACROSS THE BOARD: FROM CHILDREN, TO PARENT-ADULTS, TO GRAND-PARENTS. GENERATE SALES FROM ACTIVITIES IN DISTRICT COMMUNITIES. GAIN PROOF-OF-PURCHASE SALES FROM THE SPORTS CLINICS, TO STREET-MATCHES, TO THE WEEKLY COMMUNITY GAMES. IT’S A GAME WELL-LOVED BY FILIPINOS.
- 10. The Larong Pinoy is a great vehicle for corporate and brand communication. It captures not only the youth market, but adults and elders who knows the game. Larong Pinoy outreach programs are well accepted in communities. Larong Pinoy campaigns easily enters communities with ground promotions that take product brands house-to-house, with the ability to enjoin consumers to purchase sponsor’s products. It is a potent below-the-line promotions that can deliver day-after sales. A Promotions Vehicle that is Relevant, Original and Institutional.
- 11. Larong Pinoy has an awareness that currently encompasses generations of Filipinos: from elderly citizens, to parent-adults, and the youth. It’s popularity is strong, and still valued as a cultural treasure. Larong Pinoy has a variety of games that are as equally fun and competitive with western sports. Larong Pinoy is a cultural treasure that is cherished by Filipinos. The Filipino Street Games are timeless. And beyond play, Larong Pinoy teaches Filipino pride, family and community bonding. It enlivens the community. 1. 2. 3. ITO ANG LARO NG MGA PINOY
- 12. THE EVENT WILL BRING GOODWILL TO THE COMMUNITY, AT THE SAME TIME, DELIVER DAY-AFTER PRODUCT SALES. LARONG PINOY WILL BE OUR VEHICLE TO ENGAGE THE COMMUNITY. THE EVENT WILL CONNECT CONSUMERS TO THE BRAND. LOCAL TRADE WILL BE INVOLVED IN COMMUNITY PROMOTION EFFORTS. SARI-SARI STORES AND GROCERIES IN THE DISTRICT WILL BE PART OF LARONG PINOY PROMOTIONS.
- 13. THERE WLL BE THREE (3) COMMUNITY ACTIVITIES THAT WILL BE OPPORTUNITIES FOR PRODUCT PROMOTIONS THE SPORTS CLINICS This will be the launch activity. Members of families in the district will come to the event with gate entry stubs acquired from the selling promo. THE STREET GAMES Games will be active in community streets during week-days. Children will use Larong Pinoy Game Stubs during street matches. Sale of Larong Pinoy Toys will be tied-up with the product-brand, and purchased in Sari-Sari Stores THE TOURNAMENTS The Inter-Barangay Tournament will be an eagerly awaited event, where team will be competing in mini-Olympics matches, and consumers awaiting the raffle draws with product labels as entry stubs. 1. 2. 3.
- 14. SPORTS CLINICS IN SCHOOLS AND BARANGAYS Individual Game Instruction Synchronized Group Movement Group Clustering The “Eskwe-Laro” provides game instructions with scientific drills.
- 15. MAGNA KULTURA CREATED LARONG PINOY SPORTS CLINICS FOR THE NEW GENERATION With sports trainers & coaches, Larong Pinoy Clinics teaches systematic guidelines for playing the Traditional Filipino street games. Trainings are conducted with certified Larong Pinoy sports teachers Fun training for children with game instructions on Larong Pinoy play mechanics and proper movements; Systematic drill exercises executed to train kids in proper posture & movements. LARONG PINOY CLINICS ARE FUN SPORTS ACTIVITIES.
- 16. SCHOOL & BARANGAY COMPETITIONS TEAMS ARE FORMED DURING TRAINING CLINICS IN SCHOOLS AND BARANGAYS. Try-out and Intramurals are conducted to determine to official team contenders; Later, Larong Pinoy competitions will held among the teams in city-districts. School Intramurals Inter-School Tournaments Barangay Games Inter-District Competitions An avenue for the Filipino youth to demonstrate their skills. A venue for camaraderie and inter-action among schools & barangays.
- 17. GROUND MARKETING PROMOTION IN EACH TARGET AREA, 5-WEEKS ACTIVATION IS ALLOTED WITH COORDINATION AMONG FAMILY HOUSEHOLDS, RETAIL STORES AND SECTORS GROUPS. 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 ALL ACTIVITIES WILL BE COORDINATED BY LOCAL CITIZENS TAPPED & TRAINED BY MAGNA KULTURA, TO MAKE THE COMMUNITY ENGAGEMENT PROCESS MORE EFFECTIVE. THE PROGRAM IS GIVEN TO THE COMMUNITY FOR OWNERSHIP BY THE PEOPLE.
- 18. IN SIGNING UP PARTICIPANTS (CHILDREN) IN COMMUNITIES DIRECT MARKETING PROMOTION TECHNIQUES ARE APPLIED: Contact coordination are made with Schools and Barangays; Parents are notified via the schools or via house-to-house visits. Contact coordination is conducted 4 weeks before the event activities; leaving room to conduct direct contact sessions and even fun promos for families to participate. Announcement leaflets are given with promo stubs Sell-in of the promotions are conducted at the Retail Stores Purchases with stub are made in sari-sari stores in communities. An ecosystem in the community is created, looping household neighborhoods and community stores around participation in the Larong Pinoy activities.
- 19. FUN PROMOTIONS IN COMMUNITIES IN CONNECTION WITH THE GAMES. CLINIC GAME STUBS are distributed along with leaflets & registration forms; Local RETAIL STORES become conduits to all the fun promotions in target areas, for the youth market to purchase sponsor’s products in exchange for game stubs. Larong Pinoy promotions are conducted in schools and barangays for FIVE (5) WEEKS to energize the neighborhood participation. Larong Pinoy Game Stubs are distributed in retail outlets carrying the sponsor’s product- brands. Magna Kultura coordinators count the product inventory and give the commensurate number of stub.
- 20. COMMUNITY PROMOTION SCHEME The Larong Pinoy events are announced in Barangays. Residents join by obtaining Larong Pinoy Tickets for the Sports Clinics. One ticket entitles one participant to join the Larong Pinoy Sports Clinic Tickets can be obtained by completing five purchase stubs sari-sari stores. Specified products may be tagged with points. Consumers can submit their stubs at store outlets in exchange for tickets. MINIMUM PURCHASE OF SPONSOR’S PRODUCTS MAY BE SET TO OBTAIN REWARD POINTS
- 21. GROUND PROMOTIONS AT POINT OF PURCHASE MOVING PRODUCTS IN SALES TERRITORIES Larong Pinoy Game Stubs are distributed in retail outlets carrying the sponsor’s product-brands. Magna Kultura coordinators count the product inventory and give the commensurate number of stub. In the event that retail outlets don’t carry the sponsor’s brands, Magna Kultura conducts sells-in to enlist the store for loading of the product; and then, advises both the sponsor & its dealers for loading. Magna Kultura will cover a 1-kilometer perimeter to engage household and retailers to promote the spnsor’s products
- 22. JOIN THE LARONG PINOY GRASSROOTS ADVOCACY IT’S NOT JUST A GAME. We’re reviving a cultural treasure with a heritage equity. We’re instilling patriotism & family bonding among youth & adults. We’re bringing livelihood among retailers and local vendors. We’re moving product-brands off the shelf. IT’S AN ADVOCACY WITH AN ECONOMIC PARADIGM.
- 23. AN ADVOCACY WITH AN ECONOMIC PARADIGM: LIVELIHOOD FOR LOCAL RETAIL STORE OUTLETS
- 24. Now on its 6th year, the Larong Pinoy program continues to cover new Barangays and schools. And this time around, Magna Kultura is implementing the program with an economic paradigm that enjoins the retail sector --- Sari-sari Stores --- with sell-through efforts for corporate sponsors. AN ADVOCACY WITH AN ECONOMIC PARADIGM: LIVELIHOOD FOR LOCAL RETAIL STORE OUTLETS
- 25. While the Filipino street games have been organized in the past by local government organization’s, and occasionally by company- brands; Thus far, NO COMPANY-BRAND has owned equity to the games . Past events have not been organized in an approach that is of institutional in stature. The games has never been organized at the grassroots as a sports clinic or a tournament with an Olympic flavor. To catapult its revival of the Filipino Games, Magna Kultura Foundation lends the same grassroots organizing expertise when it pioneered popular its pioneers in the 90’s: such as, the MILO Summer Sports Clinics, the Bear Brand Kite Festival, and many other popular events that generated brand awareness with day-after sales results.
- 27. Organizing Larong Pinoy Sports Fest for Private companies is among the cultural entrepreneurship approaches of Magna Kultura Foundation to raise funds to support the outreach programs and advocacy to revive the Filipino Games.
- 28. Landline Telephone No. (632) 514-5868 Email Address: kulturapilipinas@gmail.com FOR INQUIRIES, YOU MAY CONTACT : RICARDO MIGUEL AGUADO EXECUTIVE DIRECTOR Globe Mobile No. [+ 63] 917-8990025 Sun Mobile No. [+ 63] 922-8990026 VISIT OUR INFO SITES ON THE INTERNET MAGNA KULTURA HOMEPAGE: http://magnakulturafoundation.webs.com FILIPINO GAMES HOMEPAGE: http://kulturapilipinas.webs.com
- 29. Magna Kultura Foundation is an education-for-development organization geared towards improving the lives of Filipino communities by building capacities of civic and sector groups, providing cultural, educational and social entrepreneurial skills. Magna Kultura is dedicated to the vision of a better Filipino society made possible by a citizenry empowered to conquer poverty in their lives and their communities. We make use of social marketing and communication arts to foster hope; To create a community of advocates and build an ecosystem for transformation. To realize this vision, Magna Kultura teaches social and cultural entrepreneurial skills that enable ordinary Filipinos at the grassroots level to better articulate their needs and aspirations and participate more actively and productively in activities aimed at improving their lives and that of their communities. TRANSFORMING PEOPLE. TRANSFORMING COMMUNITIES.
- 30. Magna Kultura Foundation, Inc. is a non-stock, non-profit organization duly registered with the Securities and Exchange Commission on the 2nd of June, 2003, with Company Registration No. CN 200312428. AN EDUCATION-FOR-DEVELOPMENT ORGANIZATION. An organization geared towards improving the lives of Filipino communities by building capacities of civic and sector groups, providing cultural, educational and social entrepreneurial skills. We make use of social marketing and communication arts to foster hope; To create a community of advocates and build an ecosystem for transformation. .