Sering saya membaca artikel-artikel tentang pentingnya nilai tambah dalam memasarkan produk, tetapi baru belakangan ini saya menghayatinya.
Dalam sebuah wawancara terhadap konsultan pemasaran Aqua, sang narasumber mengatakan kalau konsumen mengetahui harga produksi Aqua maka mereka akan terheran-heran. Ia tidak mengatakan nilai persisnya, tetapi sebagai ilustrasi beliau mengatakan jika konsumen rela mengeluarkan ongkos 100 demi produk berharga 10, maka 100 adalah harga yang akan dibayar konsumen. Coba anda bayangkan, berapa sih biaya yang anda butuhkan untuk menimba air 600ml di gunung? Yang jelas anda mengeluarkan Rp.1200-Rp2000 untuk mendapatkannya.
Dalam budaya bisik-bisik dan gosip, kita mengenal adanya urban legend. Hampir sama dengan legenda zaman dulu yang diceritakan dari generasi ke generasi, urban legend diceritakan secara berantai dari mulut ke mulut. Sejak ada internet, penyebaran urban legend menjadi sangat cepat dan mengglobal. Legenda modern ini kebanyakan bohong, tetapi ada juga urban legend yang separuh benar atau seluruhnya benar. Dalam pemasaran, urban legend tak jarang diceritakan oleh para pemasar untuk menawarkan produk dan jasa yang mereka jual. Tak jarang orang yang jatuh cinta pada romantisme cerita yang beredar. Apalagi kalau bentuknya cerita yang melegenda. Masih ingat tulisan sebelumnya mengenai cerita dongeng Starbucks yang yang me- repackage kopi Toraja sehingga membuatnya memiliki nilai ekonomis yang sangat tinggi?
Contoh lainnya dapat dilihat dalam urban legend tentang sublimal advertising. Pada 1957, Vance Packard menulis buku berjudul The Hidden Persuaders. Di buku itu, Packard menulis tentang variabel-variabel subliminal sebagai faktor penting untuk mendesain sebuah iklan. Buku ini hampir saja menjadi sumber inspirasi saya untuk membuat topik skripsi yang akhirnya saya batalkan.
Pada tahun 1970an, buku ini dijadikan pijakan oleh pengusaha sekaligus peneliti bernama James Vicary untuk melakukan survei di sebuah bioskop di New Jersey. Dalam pemutaran sebuah film, James menyelipkan pesan, "Minumlah Coca-Cola. Kalau lapar, makan saja popcorn". Pesan ini diselipkan dengan kecepatan 1/3000 detik. Ada yang pernah mendengar hoax research ini? Konon, hasil eksperimen ini mampu meningkatkan penjualan pop-corn hingga 57,8% dan Coca-Cola 18,1% di kantin bioskop itu. Riset ini menunjukan betapa hebatnya pengaruh sublimal adveritising atau iklan di bawah alam sadar. Begitu hebatnya cerita ini, hingga badan pengawas komunikasi di Amerika melarang iklan di bawah alam sadar pada 1974. Ternyata cerita ini bohong belaka. Ketika James Vicary disuruh mengulangi eksperimen yang sama, ia mengaku bahwa data eksperimennya dipalsukan.
Pada 1970, pernah juga beredar cerita bahwa sepatu Adidas adalah singkatan dari All Day I Dream About Sex. Sehingga remaja yang memakai sepatu itu dianggap memberi sinyal ajakan bercinta. Cerita ini tentu saja salah 100%. Yang benar, Adidas adalah singkatan dari Adi Dassler, penemu Adidas pada 1924.
Tapi ada juga urban legend yang benar. Misalnya cerita tentang pembalut wanita Kotex. Ketika berlangsung Perang Dunia I, Kimberly Clark berhasil membuat pembalut luka berbahan cellucotton. Bahan unik ini dapat menyerap cairan
Kembali ke kasus Aqua. Apakah anda membelinya karena tertarik dengan dongengnya mengenai air murni dari pegunungan? Apakah “saking” murninya sehingga anda merasa akan sehat dan aman dalam mengkonsumsinya? Atau apakah dengan meminum Aqua anda merasa sebagai konsumen yang memperhatikan kesehatan anda? Fenomena urban legend menunjukkan dahsyatnya pengaruh sebuah cerita yang berubah menjadi legenda. Dengan cerita yang pas, anda bisa memukau dan terpukau olehnya.
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