DI bagian pertama bab 2 HOW I SOLD 1000 CD IN 30 DAYS, gue menulis tentang ilmu yg gue dapat dari dunia yang berseberangan dengan dunia rap. Disini adalah bagaimana gue implementasi ilmu tersebut…
Berhubung modal promosi minim, maka gue mencari cara paling efektif untuk bisa memancing rasa penasaran tersebut.
Website menjadi pilihan gue.
Salah satu alasannya adalah karena gue tahu bahwa gue dan orang setipe gue seringkali mengakses internet.
Salah duanya adalah karena gue punya banyak teman yang merintis karirnya di dunia webdesign. Kami bekerja sama dan membangun www.provocative-proactive.com. Perhaps he needs exposure, and would give servive with discounted price, I need my website. Perfect fit.
Sebelum album keluar gue udah memilki situs ini. Gue bisa dengan mudah menggunakan myspace dulu, tapi dimana uniknya?
Situs ini gue isi hanya dengan foto gue lagi menulis lirik diatas tepat tidur dan foto gue lagi rekaman.
Disamping gue kasih shoutbox sebagai akses reaksi orang thd foto tersebut.
Gue membeli domain name yang berbeda beda karena gue ga bisa menggunakan bahasa yang sama kepada kalangan yang berbeda beda.
Metoda untuk membuat temen gue penasaran tidak akan berhasil kalau digunakan untuk membuat pendengar gue penasaran…
Dan gue cukup terkejut ketika tahu membeli domain nama ternyata sangat murah.
Gue beli www. provocative-proactive.com sebagai nama resmi situsnya
www.kejutan2008.com gue komunikasikan kepada khalayak umum untuk membuat mereka penasaran.
www.jagoanbaruhiphop.com gue komunikasikan kepada temen gue yang suka hiphop dan dunia hiphop Indonesia untuk membuat mereka penasaran. Nama situs ini tidak akan berhasil membuat orang secara umum penasaran karena umumnya orang tidak suka hiphop.
www.siapsiapkaget.com gue komunikasikan kepada temen temen gue. Circle of friends gue lewat YM, SMS blast, E mail blast, dan pembaca blog gue. Ketika seorang Pandji yang mereka kenal meminta mereka untuk masuk ke siapsiapkaget.com maka harapan gue mereka akan berpikir “Apa lagi nih si Pandji”.
Kalau gue menggunakan nama kejutan2008.com mereka bisa berpikir “Ah, paling online marketing atau penawaran ga penteng lainnya”
Maka untuk setiap kalangan gue berkomunikasi dengan cara yang berbeda.
Ketika mereka klik nama situs tersebut maka akan di re-direct ke pandji.ref-id.com. Sebuah pre conditioning untuk proyek berikutnya ref-id.com sebagai situs resmi clothing gue. But that’s another story.
Ketika mereka masuk dan melihat foto foto tersebut, shoutbox kemudian diisi oleh pertanyaan pertanyaan penasaran yang tidak pernah gue jawab.
Pendengar gue yang bertanya via SMS ke HRFM juga tidak pernah gue gubris.
Setiap minggu gue upload foto foto baru yang semakin membuka jawaban dari pertanyaan mereka.
Itu gue lakukan selama 4 minggu berturut turut.
Setelah itu, gue buka akses dari website tersebut ke blog gue.
Setelah mereka mulai paham bahwa gue membuat sebuah album hiphop (ada foto yang menampilan wajah drusteelo dan tabib qiu dari SOUL ID) gue membocorkan lirik lirik dari album gue. Reaksinya semakin membuat orang penasaran.
Setelah itu, gue merilis single YOU THINK YOU KNOW (INDONESIA) karena gue tahu saat ini tidak ada lagu rap dari rapper Indonesia berbahasa inggris yang muncul kepermukaan, dan sama sekali tidak ada yang mengangkat isu yang gue angkat di lagu tersebut. Faktor Gamila membuat orang semakin terkejut karena mereka tidak menyangka Gamila suaranya sekeren itu.
Semuanya menambah factor kejutan dan keunikan pada single tersebut.
Afterwards, a good product will sell itself.
Lagu itu main hampir setiap hari bukan hanya karena gue yang siaran. Setiap hari lagu itu di request orang selama sebulan.
Exposure terhadap lagu itu semakin membuat orang penasaran seperti apa sisa lagu pada album gue.
Maka setiap minggu 1 kali gue naikin lagu yang berbeda.
Setelah sebulan seperti itu, 2 minggu gue tidak memainkan sama sekali lagi gue on air.
Ketika penasaran terhadap lagu gue memuncak…
Kemudian gue launching album via radio.
Exclusive radio release.
I sold 100 CD in 1 hour.
Malamnya kita semua ngumpul di Starbucks karena gue mau memberikan CDnya langsung kepada mereka.
To my surprise banyak yang datang niat niat dari jauh, dan ikut nongkrong.
Pada tgl 25 maret 2008, sekitar 2minggu setelah CD gue rilis, gue launching album secara resmi.
Apa yang gue lakukan, sebenarnya bisa oleh siapapun tanpa harus dia jadi penyiar, tanpa dia harus mengeluarkan uang banyak.
Memiliki 1000 CD untuk dirilis adalah bargaining position yang dimiliki musisi musisi baru. Yang harus dilakukan adalah mencari radio / media yang tepat. Menawarkan barter promo dengan cara menempelkan logo radio pada album dan dengan itu musisi akan mendapatkan fasilitas.
Kesalahan klasik yang dilakukan musisi adalah menggunakan jatah barternya untuk RADIO SPOT.
Iklan radio adalah bagian yang paling sering di skip orang.
Buat apa beriklan? People zap to other frequency when they hear a commercial break.
Barter seharusnya dengan MUSIC SPOTLIGHT atau INSERT dimana elo bisa memainkan lagu elo secara utuh.
Tidak perlu banyak banyak, tidak perlu sering sering, tapi pada waktu yang tepat.
Lagu lagu yang dimainkan pada INSERT bukan lagu yang sama dengan single yang elo berikan ke radio tsb.
Agar lebih banyak lagu elo yang didengar pendengar radio tsb.
Ini sedikit bocoran dari gue yang berada di industri radio.
Yang penting bukanlah iklan yang bercerita tentang album elo dan hanya memperdengarkan sepotong lagu elo. Yang penting adalah LAGU ELO DIMAINKAN.
Gue hanya memainkan lagu ADA YANG SALAH, UNTUK INDONESIA, MULANYA BIASA SAJA, dan KEMBALI TERTAWA masing masing 1 kali.
Hanya 1 kali.
Tapi gue memainkan pada waktu yang tepat. Prime time.
Ini menurut gue bagian paling penting dari usaha gue memancing rasa penasaran.
When the CD was finally out, people cant wait to have their hands on em.
And then the next thing I know, 1000 CD in 1 month.
Selanjutnya di Bab 3 gue akan menerangkan, mengapa harga mahal kadang lebih baik daripada harga murah. Diakhir akan terjawab mengapa CD gue yang harganya Rp 50.000,- terjual dengan cepat walaupun relatif mahal untuk album Indonesia.
280 Responses to “Bab 2: LEARN FROM THE OUTSIDE and the BOX OFFICE METHOD inspired by this book: I CAN CRE8 & TIPPING POINT by MALCOLM GLADWELL (part 2)”
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