IN documentary entitled “Buy Now!”, former President of the famous brand Adidas, Eric Liedtke, reveals a “secret” on how consumers can be directed to buy a product.
Eric says the secret lies in the stories that are constructed to create new sales opportunities.
Eric took the example of a football club in England. How many pieces? jerseys do they have in a year?
Not just one. There is jerseys when playing at home, there is jerseys specifically designed for away games, and jerseys others are specially designed for certain occasions.
The goal is to build a story from events and direction jerseys it becomes part of the history that people tell.
However, it is a necessity jerseys actually you don’t need that much. New stories created from jerseys It’s different that attracts people to buy jerseys because they feel connected to the history created with this football club.
“The storytelling is so critical in this to really drive consumption,” said Eric.
In my opinion, local food must also be placed in a similar perspective. It’s time for local food to be developed into a product that has high economic value.
This can be encouraged through strong narratives and stories so that people with high awareness will become loyal consumers.
In Flores, East Nusa Tenggara, Maria Loretha, or known as Mama Tata, has become a sorghum activist so that people return to their culture as sorghum consumers.
To encourage sorghum consumption, Mama Tata, who is also known as Mama Sorghum, is persistent in restoring the collective memory of the people of East Flores regarding the legend of “Tonu Wujo”.
Page nationalgeographic.grid.id reviewed this in a 2019 post. The story is about a woman who sacrificed herself so that all her family members would not die of hunger in the lean season.
Everyone is starving. According to belief, this condition requires sacrifice to eliminate this food crisis.
Tonu Wujo was then willing to sacrifice himself. Even though it was with a heavy heart, the family took the girl to the field for the ceremony.
Before the sacrifice took place, Tonu Wujo advised that a week after his death, all types of food plants would grow.
