Explosive Ways to Attract Customers' Attention | Rise Above the Crowd
When you are sure that the market will accept your product, then it's time to launch your Masterpiece to the market with an explosive. Why does it need to be explosive? because every day the market is bombarded with millions of products and all of them are trying to attract attention. If the action you take is just like a small ripple, of course the action will not succeed in attracting the attention of the market. Different If you make explosives with big waves that will definitely attract market attention, then you must dare to make explosives. Because, that's the most effective way to attract market attention. Then, how do you create that explosive attention? Let's find out!
When you want to make a presentation in front of your boss, present a presentation that is both eye-catching and stunning. Amaze them with your performance. Add a video that will leave them stunned and surprised that they didn't expect you to be able to do that. Polish your reports with infographics and data that no one else can. Make them feel directly the benefits of your Masterpiece product. No less important! Solve their problems. Help them to overcome the burden of life becomes lighter with the presence of your Masterpiece. Make yourself a solution as if God sent you to them from the sky.
You can't move half-heartedly in doing all that. You have to invest your time, thought, effort, and money to make sure your explosive masterpiece can be felt by the market. So that potential users will come in droves to try your product or service. Apple is known as a company that is able to launch its products with extraordinary success. In 1984 they launched the Macintosh by showing a short video during the Super Bowl game in the United States. At that time Apple's financial condition was actually not good. Steve P. Jobs used the remaining money he had to pay the famous director named Ridly Scoot to make the video. As a result, the launch is considered the most phenomenal product launch of all time.
On September 9, 2014, Apple re-launched its newest Masterpiece, a Smartwatch called Apple Watch. Long before, magazines, newspapers, television, internet and social media have been busy discussing products whose form is still a secret. What's even more great is that it's not only the technology world that is excited by the news about the Apple watch, but also the fashion world. On the day of its release, thousands of people came to watch it. Tim Cook, Apple's new CEO at the time, displayed their watch. not only journalists, even famous artists, athletes and high-ranking officials were also present. And one year since its launch, more than 4.5 million Apple Watch units have been sold and immediately dominate 70% of the world's Smartwatch market.
Apple is never half-hearted when it comes to launching new products. They always dare to present something spectacular to attract the attention of the market. Preparations for the launch were also planned to take into account details such as Steve Jobs practicing for weeks so that he could look stunning in front of the audience when launching his products.
Create Explosive
Maybe, we don't have a strong brand like Apple or big resources like Apple, but we can learn from Apple about how to make an explosion. In conclusion, there are at least five lessons that we can take;
1. Focus on user benefits, not product features.
Apple has never promoted the power of its processor, memory or graphics card. They are focused on showing that their products can have an impact on the lives of their users. Thus, the product can make life easier for customers and become a solution to their needs.
2. Package your Masterpiece as well as possible.
Make the user proud to own the product and want to show it to others.
3. Get customers inspired to be more than themselves.
Then, use your Masterpiece as a way to achieve it. This emotional factor will increase the value of your Masterpiece.
4. Prepare to launch your masterpiece as best you can.
Dare yourself to do or present great things. Invest your time, energy, thoughts and money. Remember yes you are trying to make explosive so you have to "All Out" in all of it.
5. Take advantage of mass media such as TV, radio, magazines, or newspapers as your promotional leverage, including internet-based media such as online news, forums, social media and don't forget to also approach bloggers because they also have a strong influence on the market.
The launch of Masterpiece doesn't have to take place in a fancy building and be broadcast live on National Television, because that's not the point. The point is how the vibration can be felt by the early adopters who are your targets. With the power of the internet and social media today, you can really create an explosive without having to spend a lot of money.
Well, if you are an employee who launched your Masterpiece in the company where you work. Try your target market, for example, your boss can feel the explosive. Make sure the explosive is also seen by as many other leaders as possible who can be influencers for management. So, in this case, you can use the annual meeting as a stage to launch your Masterpiece.
Make it explosive by doing the five points above, surely your chances will be greater so that your Masterpiece can be glimpsed by many people. And after that explosive shock can be felt by your target market. Next, educate your market. Inform and guide users about using your Masterpiece optimally. So, they can get the maximum benefit.
Just launching isn't enough, because your work isn't done yet. Continue with educating the market, because that step is very important. Moreover, if the Masterpiece that you introduce is something revolutionary, which has never existed before. The explosives that you create at the launch can only make other people glance and be interested. However, are those who feel explosive, then converted into loyal customers?. Well that's not necessarily! Why? because it really depends on your actions in educating the market. To do this, you can take advantage of various events such as exhibitions or seminars or you can also write actively in various forums or news portals on the internet that are relevant to your product or market. Of course, you can use social media to amplify the reach and intensity of your messages.
Nowadays, it is old fashioned to spread brochures, put up banners, billboards or advertisements in the mass media. In this case, you have to be more creative. Uber uses its drivers and customers to educate the market. Uber gives vouchers to anyone who manages to attract new customers. Well, making explosives is like running a sprint. It takes a lot of concentrated energy and all of that is deployed massively, maximizing in a short time. Educating the market is like running a marathon. Existing resources must be spent little by little and consistently, because what matters is how far we run and not how fast we can get to the finish line.
For those of you, who sell Masterpiece services or products to companies or called Business to Business (B2B), you need a slightly different strategy. You need to increase direct contact with your customers. Present your Masterpiece to Industry Association members when they are having a meeting and also provide “Pro Bono Service” to the companies you are targeting. The point is that the more they receive direct contact from you, the more likely they are to buy your product or service.
So, every time you meet your target, treat the moment as a launch event for your Masterpiece. Create explosives to stun them. Do it like the process of launching Apple products discussed in the previous five points. In particular, points number 1 to number 4. Remember it! do all four every time you meet your target. Corporate customers are different from public customers. Public customers are emotional. When they are amazed and their emotions are provoked, they can immediately decide to buy your Masterpiece. Meanwhile, corporate customers are rational. Moreover, they must consider, compare and discuss it with the relevant parties before finally making a decision. Therefore, you need to keep pounding them on every contact until they finally judge that there is no better choice than what you offer.
Get Tipping Points
Regardless of your plan, whether you want to sell to the public or corporate market, you still need to educate the market continuously until a "Tipping Point" is created. Tipping Point is a point of occurrence when everything changes drastically and all at once. This means that at that time, most people in the market you are targeting are flocking to try your Masterpiece. There is good news coming from research conducted by the Rensselaer Polytechnic Institute, the results of which show that to reach the tipping point, you only need to affect 10% of the population. From this small population, a "Snowball" will be formed which will encourage the creation of a tipping point. The population that needs to be targeted is the early adopters because 68% of the market is the early majority, while the late majority really depends on the response from the early adopters.
To increase the chances of getting a tipping point, Malcolm Gladwell suggested that you focus on educating only three groups of people. The first group is called Maven. Maven is a smart person and his opinion is used as a reference by others. The second is Connector. Connector is a person who has a wide network and has a stake in various fields. Third is Salesman. Salesman is a person who is charismatic and good at influencing others. One thing that is also very important is that you must consistently maintain your Masterpiece brand and positioning.
To be able to prevent this, whatever you or your company does or says, everything must strengthen the brand and positioning that you build. This is necessary so that the market is more interested and believes in the Masterpiece that you offer. If your masterpiece is about speed, then speed should always be reflected in whatever you or your company do or say. Likewise, if what is being sold is luxury, that luxury must also be consistently reflected in you and your company. This is important because the location of the Market is not only what you say that the market pays attention to, but also what you do or your company does.
The National Geographic Channel or Nat Geo can be good examples. Nat Geo consistently makes science the main and only content on all the impressions they have. Every Nat Geo show is scientific. It was a brand and positioning they maintained even as Nat Geo created video-based shows on YouTube as many TV stations around the world do. They don't sacrifice their idealism and positioning. Nat Geo airs programs such as Science of Stupid and Danger Decoded. Whatever the conditions, Nat Geo will always try to make science that is usually boring into a spectacle that is beautiful and exciting, focused and singular. Nat Geo makes its position stronger in the eyes of the market. So, the stronger your positioning, the more alive your masterpiece will be in the minds of customers and the greater the chance that a tipping point will occur.
Serve Beautifully
When you create explosives or educate the market. Make sure your Masterpiece is beautifully presented, so that it becomes a memorable experience that will not be forgotten. The beauty that you show at launch will make early adopters glance at you. In effect, the beauty shown when educating the market will convert them into customers. The beauty that you present when they use your product or service will make them an "Evangelist" who will promote your Masterpiece to the early majority and late majority who fill 68% of the market. Or vice versa, if you fail to present that beauty, so that the reality experienced by customers is different from the expectations that have been built during launch and education. As a result, your product or service will never be able to cross the chasm to be accepted by the early and late majority. Failure can destroy your business in no time.
That is what happened with LippoShop.com, which is one of the pioneers of e-commerce in Indonesia. At the end of 2000, Lippo Shop was launched with a promise that while stunning to the public. They offer a convenient shopping service. Just by looking at the list of goods on the internet, clicking or calling, the goods will be delivered immediately. They offered the offer through massive advertisements in various mass media. Was Lippo Shop successful? It turned out that less than a year since its launch, on August 31, 2001, LippoShop.com was officially closed. It turns out that many Lippo Shop customers complain because the goods they have ordered and paid for in full have not been received. Of course, they were disappointed because the expectations that were built, among others, through advertising, did not match the reality. Starting from ordering infrastructure, warehousing to delivery of goods, it was not well managed. Instead of enjoying the beauty, the customers actually feel the disappointment. Lippo Shop lost momentum and continued to lose money until it finally gave up.
The Lippo Shop experience is a very valuable lesson. Before launching Masterpiece make sure that you already have a great infrastructure in place to present your Masterpiece as beautifully as possible at all “monoculture points” of customer experience with which you interact with a company that is adept at presenting beauty. Not only Uber, Apple is suitable to imitation. All of Apple's products not only look beautiful, but the experience gained when using these products also feels beautiful. They work in an ecosystem that is perfectly preserved, including when you shop at the Apple Store, their official retailer. The experience that was found was very beautiful, starting from the process of choosing, consulting with staff, to paying for the goods purchased. It was all a wonderful experience that will not be forgotten.
If you've already bought an Apple product and two weeks later change your mind. You just come back to the Apple Store, where you bought it, then return the product and your money will be fully refunded without any questions from them. It's great! It's natural that the market is currently assessing Apple as the most valuable company in the world. Friends, it's time for you to be Apple in your profession and industry. It's time for you to be brave and beautiful.
Reference: https://youtu.be/_1AjHXIJOh4
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