ER
ONE of the important points when discussing with a culinary businessman last week was how important WOW EFFECT is when we create a new culinary business or are doing a re-branding or for example in issuing a New Product Launch.
It must be WOW, so that the echo awareness can be massive both organically and in fact, it has been planned, for example using KOL (Key Opinion Leader) or buzzer. If not, well, it won’t have a big impact. It could even fail, what is our target.
WOW EFFECT, if this happens, the results can be really good for our business, why? WOW EFFECT can create massive traffic to our place. WOW EFFECT makes us save money because especially if we are not the type to burn up promotional budgets, either because the budget is just right or there is no budget at all.
WOW EFFECT has also created a trial effect, which means that many will try our products, which will provide important information on whether consumers like it and whether it is from a reasonable price and value for money.
That’s right, but the problem is making WOW EFFECT not easy to NGAB (those who play Tik Tok must understand this term), because it takes insight and creativity so that when we issue a new brand, re-branding or new product launching we can create WOW EFFECT in a market that is ultimately delivers the results we expect for our business.
So, this time we try to discuss, what are the techniques that can make WOW EFFECT that culinary friends can use later in their business. Let’s go.
1. PRODUCT IT SELF
“Indomie Level 100 spicy”, “Bone marrow straight from the bone”, “Bakso beranak”, “Lobster meatballs”, “Crazy fried rice”, what do WOW EFFECT have in common? Yes, the product is made extreme out of normal habits. It is normal to eat Indomie, only if you have made a 100 chilli model where the indomy is no longer visible because of the closure of chilies, now this can eventually lead to WOW EFFECT, see examples like Indomie Abang Adek or Indomie Upnormal which make WOW EFFECT extraordinary .
Even those who are also WOW EFFECT, for example eating bone marrow meatballs, can be sucked, as big as a giant, or also split so that the marrow can be spooned, with a little touch of creative video it will become really WOW EFFECT, which eventually encourages consumers to come to try.
2. ENDORSE BY KOL
One technique that is quite influential in making WOW EFFECT is by using endorsement or collaboration with a key opinion leader or buzzer. Examples like NYAPII with Edho Zell, Ngikan with Rachel Venya, and many more are now using this strategy to create WOW EFFECT for their business. The effect if successful is very instant and fast, although of course the records must still be fundamentally well prepared.
3. THE PROMOTION TACTIC
Pay IDR 0, for 3 days, specifically for dine in or online delivery, this is an extreme example of how to make WOW EFFECT by means of promotional tactics, but.. be careful using strategies like this, when talking about getting traffic, it’s certain, who I don’t want to get free or discount 50% or buy 1 get 1, but it is also important that we have a strong product, based on market research so that the aim of the promotion tactic is for a product trial which in the end makes consumers buy even though there is no promo.
In addition, promotion tactic is also useful for building awarwness massively and quickly, which is important to pay attention to the notes above.
4. THE PACKAGING
One of the WOW EFFECT techniques that is quite effective is having WOW PACKAGING, a packaging that makes everyone take photos and posts, attractive packaging to be used as UNBOXING so it is very important for serious culinary friends to prepare packaging that is designed strongly, if it is even hire special designers to design packaging for us. It’s expensive “yes, if you want WOW EFFECT, it tends to be expensive because you will be dealing with qualified professionals, but packaging design is an investment for our brand.
5. PRESENTATION
Show your hand, how many people see on tiktok because the food looks really attractive, exaggerated in appearance, it looks extreme, finally “I want to try ah”. For example, there is a coffee shop that can draw a dragon and then it is viral by a buzzer, I am curious not to come to the coffee shop and then also be able to enjoy dragon latte art.
So the visual appearance is very important, because it will give a big influence to consumers to take a series of actions such as sharing (on social media, for example re-share, or link share) and even then deciding to come and buy.
6. EXTREME PRICING
SEI for cows was only 12 thousand, Mie Setan was only 5 thousand during the opening. One of the fastest viral WOW EFFECT techniques is no other than sure one of them is extreme pricing. Can be extreme cheap can also extreme expensive like one of the sushi in a mall Jakarta, where you want to open the door maybe a model like me is hesitant to enter, afraid of being hit by a prank (meaning because you don’t know the price is expensive).
Some businesses such as Mie Kober, Mie Gacoan are one of the ones that are very good at playing this extreme pricing, or for example from SL Group which sells SEI beef for only 12 thousand or pizza for only 10 thousand. Loss for sure, who said? The discipline of low price and low opex is one approach that can be learned and in the end we can still make big profits by playing high traffic and volume.
7. AMAZING LOCATION
WOW EFFECT can also occur when we have a location that can be said to be given, for example, next to a mountain, river, or other location that cannot be imitated because of the given factors. But there are many consumers? So if you go to Bandung, have you been to Cafe Dago Pakar or the cafes in Punclut? It was an extraordinary effort to go there but it was busy because they had a WOW EFFECT that the cafes in the middle of the city could not fight.
WOW EFFECT also, for example, we have an iconic building that is second to none, for example an old Dutch house that was transformed into a coffee shop, but keep in mind, it doesn’t mean that having an amazing location will sell well, if you don’t understand marketing, you can’t develop products or also. don’t understand branding well the result is the same. WOW EFFECT does not stand alone but triggers/tools that can be used.
8. STORY BEHIND
Finally, WOW EFFECT can also be formed with an interesting story from a brand, whether it’s the owner’s story, the product story, the process story, the experience story, and various stories that can be packaged to create WOW EFFECT. For example, who doesn’t know Kloktok Coffee, you know the one in Yogyakarta, except that your friends have never been to Yogya, the next question how do you know, where do you know? Many stories about how to add bananas were scolded but this is the story behind that finally makes people curious to come.
So my friends are about 8 Techniques to create WOW EFFECT in our business, remember every TECHNIQUE needs to be supported by a strong USP: (1). Ultimate Message, (2). Strong visualization, (3). Push to action. So if you use technique number 1, the product has WOW EFFECT, when communicated to consumers through any media, the USP must be paid attention to and support the WOW EFFECT, because the content is as strong as if it is conveyed with a USP that doesn’t fit, well it will have no big impact. [FOODIZZ.id/photo traveltext]
