Pagi pagi jam 4.50 gue sampe Sarinah Thamrin karena nemenin Gamila siaran di Hard Rock FM jam 5 pagi…
Setelah markir mobil kami ketemu pemandangan yang menarik…
Tukang kopi susu lagi pada “markir” sepedanya.
Yang punya sepeda lagi pada tidur bareng.
But.. not in a kinky way …
I mean, literally.
Hehehe
Tidur bareng dalam arti kata sebenarnya.
Dulu, gue suka mikir, tidakkah seharusnya mereka bersaing?
Tidakkah seharusnya mereka TIDAK bersama sama?
Gue dulu suka merhatiin Tukang Sayur Kompleks atau TSK (singkatan yg kurang penting) yang kalau dagang barengan.
Satu tempat bisa ada 5-8 gerobak sayur yang nongkrong barengan.
Atau di Cihampelas bisa satu jalan panjang semuanya jualan jeans.
Atau satu jalan panjang di Riau semua buka factory outlet.
Atau satu area yg isinya distro semua.
Lama lama gue menyadari bahwa sebenarnya kedekatan itu merupakan sebuah keuntungan tersendiri.
Akhirnya suatu hari, gue menemukan istilah yang mewakili fenomena itu.
Namanya: PROXIMITY EFFECT.
Proximity Effect adalah sebuah fenomena sederhana yang berkaitan dengan strategi marketing.
Sederhana karena tanpa membaca buku apapun, bawah sadar orang akan menjalankan strategi ini.
Proximity Effect adalah dampak positif yang ditimbulkan karena ada dalam jarak yg relatif dekat dengan kompetitor.
Biasanya toko yang relatif lebih kecil suka mendekatkan diri dengan kompetitornya yang lebih besar, lebih terkenal, lebih punya banyak pelanggan dengan tujuan supaya pelanggan tersebut “nyasar” ke toko mereka juga.
Entah nyasarnya itu karena salah masuk toko, atau karena setelah browsing/belanja ke toko yg terkenal nerusin jalan jalannya dan browsing ke si toko kecil..
Istilah gampangnya “Numpang ngetop”
Hehehe
Nah, sehubungan dengan ini, beberapa waktu yang lalu ketika program KONTES DE PARPOL diluncurkan (acara yg gue pandu di TPI setiap minggu malam jam 21.30) ada beberapa parpol yg komplen.
Intinya, tiap episode ada 4 – 5 parpol yg diundang untuk debat lewat calegnya (diutamakan calegnya yg artis)
Nah, beberapa parpol komplen setelah tau partainya yg relatif partai baru atau partai kecil akan berhadapan dengan partai yang lebih besar.
Nanti performa mereka akan ditonton pemirsa TPI dan gue bersama co host gue Jupe akan minta mereka untuk SMS, dan pilih partai terasik malam itu.
Asik.
Bukan partai terbaik, partai terbenar, atau partai paling oke.
Partai paling asik.
Asik itu bisa cara menjawabnya, kekompakan mereka, cara mereka menjawab serangan partai lain, dll.
Nah, partai yg komplem itu bilang “Kalau begini, jelas kami akan kalah! Kami akan jadi pecundang dan image kami jadi jelek”
….
Okay, lets think about this for a while…
…
Pertama tama, itu adalah ucapan khas para pecundang.
Kedua, gue mengharapkan para partai memikirkan kembali tujuan mereka ikutan acara acara seperti KONTES DE PARPOL.
They are NOT there to win the WHOLE election.
They are there to promote.
Gue sih kalau jadi partai gurem akan seneng dapet proximity effect dari misalnya Golkar atau PDIP atau PAN dan Demokrat misalnya.
Yang nonton jadi banyak tapi karena gue yakin dengan “produk” gue maka gue akan sebisa mungkin mencuri perhatian.
Istilahnya “Show Stealer”
Losing an episode of KONTES DE PARPOL doesnt mean losing the whole election. And on that matter, so does winning it.
And fyi, pada episode ke 2, Partai Persatuan Daerah jadi partai terasik malam itu, sementara episode itu ada Golkar.
So you tell me what happened.
I think, that was proximity effect working its charm
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