Proud To Be Aklanon

by MEGS LUNN

An alternative mechanism for revenue generation in tourism is marketing and serious promotions of our Aklan products. Most of the time, we only market attractions by encouraging educational visits, providing venues for corporate hospitality, hosting high-profile events, giving privileges and discounts, meetings but only seldom on product launching.

Mostly, a tropical image of paradise is the three "S", SUN, SEA and SAND. In all aspects of tourism, marketing is central to the success of attractions, and that includes offering the ingenuity of Aklanon products.

WOM – or word-of-mouth is luckily still the best and most powerful marketing tool of any attractions and products. Since our Aklan’s jewel – BORACAY ISLAND is now a brand resort island in the Philippines, we can market our SUN, SEA AND SAND, while we can’t do something about our beloved Aklanon products. Much of its marketing is done tediously by its enterprise owners - "sariling-kayod" so to speak. Well, it works for bigger businessmen, how about our small-medium entrepreneurs?

In Kalibo, Hugod Akean, Incorporated or HUGOD is a secondary organization of private micro, small and medium enterprises which is into the loom weaving, processed food, and furniture industries among others. It is run by volunteers who are also owners/operators of these member enterprises. It is in existence for almost a decade now. The more developed and profitable enterprises act as lead firm and big brother to the smaller and developing members.

The Hugod Akean helps develop these enterprises into more profitable ventures through promotion and marketing of products. It links with government agencies and private institutions to access financial, technical and marketing assistance. Hugod operates in its Main office in Kalibo, the capital town of Aklan.

On the other hand, Baligyaan is a quaint little shop selling Aklanon works of art, crafts, souvenirs and processed foods. Homemade snacks and delicacies can also be enjoyed while browsing through their collection of Aklanon classic and contemporary literature. Baligyaan is located at Pastrana Street, Kalibo, Aklan. While there is also the Kalipayan Store along Roxas Avenue, native and handicraft stores at the Kalibo Wet Market. The Dela Cruz House of Pina is located at Crossing Buswang, Kalibo.

We call our resort and travel operators to include our Aklan products. The promotion of products being produced in Aklan is quite weak. There is no Aklanon products on display at the Boracay Tourist Center. It is ridiculous! Our most popularly known Pina cloths are being recognized as far as the elite and crème of the crème of not only from the Philippines, but also abroad. Still, we are slow and weak in consideration the marketing aspects of it.

In China, there is this cloth that is almost an imitation of our Pina cloth and is selling like hot-cakes because of its competitive price, its way-lower than our original piña-cloth. We must adopt and implement effective marketing strategies to cajole the costumers to patronize Aklanon products.

We need to be better each day when it comes to product innovation and development. This requires bigger investments and effective promotions. We need to start from within in order to make other people believe that we genuinely love our Aklan products. There is the need to know our Filipino product, our own Aklan product, what its worth and why it is worth it to buy and use it.

For enterprise owners, it is advisable to improve standards must be appealing to customers. It is must be equal if not superior to any similar product internationally, understanding the wider market and the supply of competing products, and being able to innovate. /MP