Di bab 5 gue bercerita bagaimana caranya berpromosi efektif tanpa beriklan, kini salah satu turunannya. Bagaimana caranya mendapatkan produk yang betul betul diinginkan pasar dan bagaimana cara melibatkan pembeli kedalam proses pembuatan produk
Ini adalah perpanjangan dari usaha untuk membuat produk gue diomongin.
Gue tau bahwa semakin banyak kepala, tentunya akan memperkaya sebuah ide. SELAMA di organisasi dengan baik.
Gue selalu bilang ketika siaran, secara kolektif, pendengar gue lebih cerdas dari pada gue karena mereka lebih banyak tau banyak hal, secara kolektif.
Ini juga adalah inti dari buku WE ARE SMARTER THAN ME yang ditulis bersama oleh 1000 orang lebih. Buku ini mengatakan, bahwa kalau di organisir dengan baik, maka produk kita akan bisa jadi lebih baik.
Apakah itu lebih baik secara performa produk, atau lebih baik secara persiapannya, atau lebih baik secara promosinya.
Lagi lagi, gue tidak langsung menyadari bahwa apa yang gue lakukan sejalan dengan buku ini.
Gue hanya terpikir sebuah ide untuk membuat videoklip secara online.
Dimana didalam videoklip tersebut ada foto foto tempat tempat indah di Indonesia diluar Bali.
It seem like a good idea at the time.
Tapi reaksi terhadap ide itu luar biasa.
Dalam 1 minggu gue berhasil mengumpulkan lebih dari 100 foto dari seluruh Indonesia. Ketika periode penerimaan foto selesai, gue mendapatkan ratusan foto dari pendengar gue.
Betapa terkejut gue melihat banyaknya tempat tempat indah di Indonesia.
Dan betapa terkejutnya gue mendapatkan begitu banyak data email pendengar gue yang kelak akan menjadi database yang berharga.
Yang menarik juga adalah, lagi lagi banyak yang memberikan foto karena DIMINTA oleh temennya. Dia tidak tahu gue. Tidak tahu kalau gue seorang penyiar. Tidak tahu kalau gue bikin album rap. Tapi temannya bercerita mengenai ide gue, dan menurut dia ini adalah ide yang penting untuk diteruskan kepada teman yang lain.
Persis seperti pembahasan kita sebelum ini mengenai produk yang diomongin orang.
Namun efek paling berharga dari membuka komunikasi (gue mengumumkan account email gue ke khalayak umum dan meminta bantuan mereka dari situ) adalah masukan berharga dari orang orang yang pernah mengirimkan email untuk memberikan foto. Mereka menyarankan sebuah situs untuk gue liat, multiply dan flickr account teman temannya, dan memberikan masukan untuk promosi hingga kepada videoklip.
Apa efek dari semua ini?
Selain gue mendapatkan bantuan berharga untuk pengembangan promosi, tapi gue juga membuka kesempatan untuk mendapatkan pembeli CD.
Ketika seseorang ikut menjadi bagian dari sebuah proses, maka tentu dia ingin juga memiliki hasil akhirnya.
Banyak email dari para pengirim foto yang masuk menyatakan mereka (setelah keliling keliling) berhasil mendapatkan album gue.
Ada 1 buah email yang gue ingat dari seorang wanita yang berkata di emailnya “gue jadi pengen beli album elo karena senang bisa ikut menjadi bagian dari album elo…”
When the video is out (it is currenty in process, it took so long because frankly, im still searching for the right partner while gathering the money for it J) people who contributed with their picture will get their hand on their CD. Main reason, is because they want to tell people.
One of the best things that ever happened to my album, was reaching out for collaboration from people I don’t even know.
Its wonderful.
Setelah ini adalah bab terakhir dalam tulisan HOW I SOLD 1000 CD IN 30 DAYS, tentang bagaimana gue membuat orang MAU beli CD gue. Di bab terakhir gue menganjurkan untuk justru TIDAK membuat hits.
227 Responses to “BAB 6: INVOLVE THE MARKET inspired by this book: WE ARE SMARTER THAN ME by Barry Libert & Jon Spector and thousands of contributors”
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