{"id":1300,"date":"2017-10-27T17:51:43","date_gmt":"2017-10-27T10:51:43","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=1300"},"modified":"2017-10-27T17:51:43","modified_gmt":"2017-10-27T10:51:43","slug":"go-viral-promotion-strategy-melalui-storytelling","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2017\/10\/go-viral-promotion-strategy-melalui-storytelling\/","title":{"rendered":"Go Viral: Promotion Strategy melalui Storytelling"},"content":{"rendered":"<p style=\"text-align: justify\">\n<p style=\"text-align: justify\"><strong>By Gabriella Sagita Putri<\/strong><\/p>\n<p style=\"text-align: justify\">Bukanlah hal yang mudah untuk menentukan strategi promosi yang tepat untuk suatu produk atau jasa yang akan dipasarkan. Pesan yang harus disampaikan kepada target market haruslah sesuai dengan <em>positioning <\/em>produk atau jasa, demikian halnya dengan memilih media apa yang tepat untuk menyampaikan pesan tersebut. Di era digital saat ini tidak mudah menyampaikan suatu pesan kepada <em>audience <\/em>atau khalayak, karena begitu banyak informasi yang beredar dengan cukup cepat dari berbagai pilihan media yang tersedia. Kalau pesan yang ingin kita sampaikan tidak spesifik dan tidak memiliki keunikan untuk menarik khalayak, maka pesan tersebut akan hilang begitu saja.<\/p>\n<p style=\"text-align: justify\">Banyak perusahaan yang memiliki produk dan jasa masih terpaku pada strategi promosi dengan iklan (<em>advertising)<\/em>, karena untuk <em>mass product <\/em>yang bersifat komoditas iklan merupakan strategi promosi mampu meng\u2019<em>grab\u2019 audience <\/em>dengan jumlah yang besar. Namun apakah pesan yang disampaikan melalui iklan benar-benar mampu diingat oleh <em>audience<\/em>? Apakah pesan tersebut mampu menyentuh hati <em>audience? <\/em>Karena pada kenyataannya tidak cukup hanya <em>audience <\/em>melihat iklan saja, sehingga mereka dapat loyal terhadap suatu produk atau jasa yang ditawarkan.<\/p>\n<p style=\"text-align: justify\">Salah satu metode promosi atau <em>branding <\/em>yang saat ini sedang berkembang adalah melalui cerita atau dalam istilah pemasaran disebut <em>storytelling promotion. <\/em>Cerita atau <em>story <\/em>dianggap mampu menyentuh hati dan emosi seseorang, serta melalui cerita atau <em>story <\/em>dapat menggerakan seseorang untuk melakukan suatu <em>action <\/em>atau tindakan. Ada beberapa pendekatan bagaimana menyusun konten promosi dalam bentuk <em>storytelling <\/em>yang mampu menjadi <em>touchpoint <\/em>konsumen. Diantaranya kita dapat menyusun konten <em>storytelling <\/em>yang bersifat <em>entertainment<\/em> (hiburan), <em>Inspiration story <\/em>dan <em>story <\/em>yang sifatnya <em>education. <\/em>Konten yang sifatnya <em>entertainment <\/em>biasanya sangat digemari, karena dapat dikemas dalam bentuk drama atau <em>gamification <\/em>sehingga secara <em>emotional <\/em>dapat mengambil perhatian <em>audience. <\/em>Salah satu contoh <em>storytelling <\/em>yang berhasil menjadi viral adalah saat Line membuat drama seri AADC pada tahun 2014. Drama yang mengangkat <em>story <\/em>tentang bertemunya kembali tokoh Rangga dan Cinta setelah 12 tahun sukses ditonton ribuan orang baik pengguna Line ataupun bukan. Drama berdurasi kurang lebih sepuluh menit dibuat sebagai strategi promosi salah satu <em>feature <\/em>terbaru dari aplikasi Line yaitu <em>Find Alumni. <\/em>Konten <em>storytelling <\/em>dari produk lain yang cukup viral adalah saat Gojek membuat video <em>campaign <\/em>yang mengajak pengguna gojek untuk beramal dengan memberikan <em>tip <\/em>bagi para <em>driver <\/em>gojek saat bulan <em>ramadhan. <\/em>Video tersebut juga menjadi viral dan berhasil, karena salah satu VP Gojek Indonesia mengakui pada saat itu pendapatan Gojek dari tip yang diberikan oleh penumpang sangat meningkat.<\/p>\n<p style=\"text-align: justify\">Masih banyak lagi contoh konten promosi menggunakan strategi <em>storytelling <\/em>\u00a0yang sukses menjadi viral dan mampu menyedot perhatian <em>audience<\/em>. Seperti salah satu <em>brand <\/em>minuman ringan <em>Coca Cola <\/em>mengembangkan <em>storytelling<\/em> sebagai elemen penting dalam pemasarannya, karena menyadari metode <em>storytelling <\/em>semakin kompleks dan menarik.\u00a0 Hal ini disebabkan oleh dua faktor utama, yakni distribusi teknologi dan distribusi kreativitas. Sukses atau tidaknya suatu suatu <em>promotion campaign <\/em>sangat tergantung dari kesesuaian konten promosi yang dibuat dengan <em>objective <\/em>masing-masing produk atau jasa dalam melakukan promosi.<\/p>\n<p style=\"text-align: justify\"><strong>Sumber<\/strong><\/p>\n<p style=\"text-align: justify\">\u00a0Strategi Coca Cola Kembangan Storytelling <a href=\"http:\/\/marketeers.com\/strategi-coca-cola-mengembangkan-storytelling\/\">http:\/\/marketeers.com\/strategi-coca-cola-mengembangkan-storytelling\/<\/a><\/p>\n<p style=\"text-align: justify\">Mempromosikan Merk Melalui Sebuah Cerita <a href=\"http:\/\/teamwork.id\/id\/article\/mempromosikan-merek-melalui-sebuah-cerita\">http:\/\/teamwork.id\/id\/article\/mempromosikan-merek-melalui-sebuah-cerita<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Gabriella Sagita Putri Bukanlah hal yang mudah untuk menentukan strategi promosi yang tepat untuk suatu produk atau jasa yang akan dipasarkan. Pesan yang harus disampaikan kepada target market haruslah sesuai dengan positioning produk atau jasa, demikian halnya dengan memilih media apa yang tepat untuk menyampaikan pesan tersebut. Di era digital saat ini tidak mudah [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[122,127],"tags":[],"class_list":["post-1300","post","type-post","status-publish","format-standard","hentry","category-articles","category-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Go Viral: Promotion Strategy melalui Storytelling | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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