Membedah Faktor Eksistensi Usaha Warung makan selama 30 tahun dengan Facebook ads (bagian 1)

gajah-mada-kumbasari-1977Menurut teman-teman, apakah kunci terbesar dari sebuah usaha warung nasi pinggir jalan hingga bisa bertahan lebih dari 30 tahun di Kota Denpasar ?. Ditengah persaingan Kota Denpasar yang begitu kuat, warung ini bisa tetap eksis tidak ditinggalkan oleh pelanggannya. Hal ini terbukti dari hasil iseng-iseng yang saya lakukan dengan bukti-buktinya pada foto dibawah.

Saya tidak ingin cerita warung tersebut dimana dan warung apa, yang pasti warung ini warung pinggir jalan dan bukanya hanya malam hari. Lokasi disekitar foto jadul yang saya input diatas. Untuk anda yang kecil dari tahun 80-an disekitaran daerah tersebut, tentu tau warung-warung apa saja yang masih eksis hingga saat ini. Sedikit klue, warung ini pernah dimuat di Harian Bali Post sebagai kuliner malam Kota Denpasar.

Mari kita bahas satu persatu, kebetulan yang punya adalah sahabat saya sendiri. Jadi saya cukup sering mampir kesana sekedar untuk makan hingga cuma berbicara tentang sepakbola ataupun game. Iseng-iseng ini bermula ketika idul fitri dahulu, warung teman saya tutup sangat lama sekali. Hampir 3 minggu kalau tidak salah tutup total. Tidak ada informasi sama sekali kapan warung tersebut akan buka kembali menempel di sekitar tembok warungnya. Entahlah, mungkin teman saya rada sengklek hahaha. Karena biasanya apabila usaha tutup, lumrah saya lihat ada pengumuman mengenai tanggal buka kembali.

Singkat cerita saya main-mainlah kerumah sahabat saya tersebut ketika lebaran. Niat saya tentu untuk makan gratis ehh salah silaturahmi tentu saja. Saya iseng nanya-nanya kapan warungnya buka kembali, ternyata dia sendiri tidak tau kapan buka kembali karena pemasok daging sedang pulang kampung. Dia dan Keluarganya tidak ingin mengambil resiko apabila mengambil dari pemasok yang lain. Hal ini dikarenakan harga pasar yang lebih tinggi dan kualitas daging yang diberikan oleh distributor memang telah terpecaya bagus selama bertahun-tahun.

Dari sini kemudian saya berpikir, kenapa ya usaha sahabat saya ini bisa bertahan hingga lama seperti ini. Kalau boleh dibilang, usaha model warung seperti dia banyak sekali saat ini ada. Tapi dari tahun ketahun dari pengamatan saya warung dia selalu ramai dan selalu bisa bertahan dengan 1 menu andalan saja. Padahal jangankan promosi, nama warung dan plang warung saja tidak ada sama sekali dari dulu.

Dari sana kemudian saya berinisiatif membuat sebuah ide iseng-iseng. Niat awal sebenarnya saya cuma ingin melihat sejauh mana sih eksisnya tempat makan teman saya ini sambil iseng-iseng memberikan informasi kapan warung tersebut buka kembali. Saya kemudian iseng mengiklankan melalui media sosial facebook dan instagram. Sasarannya iklannya? tidak macam-macam hanya menyasar kota denpasar. Udah begitu saja dengan budget hanya 10.000.

Ajaibnya, post tersebut sangat viral, Bisa dilihat pada foto dibawah iklan tersebut sangat viral sekali. Selain itu postingan ini juga di repost juga oleh akun-akun media informasi di Kota Denpasar. Ini mungkin iklan termurah dan terbaik yang pernah saya buat seumur hidup saya. Per interaksi dihargai hanya 5 rupiah dan relevan score menunjukkan angka 10. Intinya apabila anda belum bermain di facebook ads, ini hasil yang bagus banget dinilai oleh facebook sehingga facebook memberikan harga yang sangat murah untuk setiap interaksi

fb-ads

Saya sendiri kaget melihat capaian ini, sama sekali tidak terpikirkan. Ternyata interaksi yang terjadi begitu banyak. Rata-rata adalah pelanggan dari warung teman saya ini. Berikut saya lampirkan screenshoot sedikit interaksi dari iklan iseng-iseng saya tersebut :

bukti-1bukti-2

Ini adalah sedikit cuplikan dari banyaknya interaksi yang terjadi. Kesimpulannya adalah adanya data yang begitu besar dari sebuah warung kecil ditengah kota denpasar. Komen-komen, share, inbox terjadi seperti cuplikan diatas, membuat saya jadi paham untuk warung ini memang eksis sesuai hipotesa saya. Rata-rata yang komen mengenai kapan buka lagi, kangen nasi kuning hingga bercerita mengenai awal mulai berlangganan.

Rata-rata interaksi yang terjadi adalah mengenai rasa dan pelayanan. Saya jadi paham tentang dagang daging berkualitas yang menjadi alasan teman saya tadi, karena itulah cara warung untuk tetap menjaga konsistensi rasa sehingga diingat selalu. Bisa dilihat dari sedikit interaksi diatas tidak jarang juga menimbulkan efek nostalgia. Kemampuan meracik rasa yang nikmat dan menjaga rasa tersebut mungkin adalah salah satu cara warung untuk menjaga konsistensi sehingga diingat. Dari sekedar foto makanannya saja, sudah begitu banyak interaksi orang dengan memori mengenai rasa makanan warung teman saya ini. Dalam interaksi yang terjadi diatas terlihat banyak yang kangen, menanyakan waktu buka kembali dan protes mengenai daging yang cepat sekali habis.

Oiya iklan ini saya publish 1 hari sebelum warungnya buka kembali pada waktu itu. Saya juga penasaran sejauh apa sih dampak bantuain iseng-iseng saya ini di hari pertama bukanya. Ketika warung tersebut buka, saya pun iseng untuk belanja disana sekitar jam 10 malam. Dannn yaps antiriannya panjang sekali, yang lebih parah saya justru tidak dapat salah satu lauknya karena habis hahaha.

Banyak data tentu saja yang saya dapatkan dari iklan iseng iseng ini. Data yang paling banyak tentu saja seperti capture diatas mengenai eksistensi yang dibangun adalah dari konsistensi. Dalam bisnis makanan, rasa yang nikmat dan tidak berubah mungkin adalah kunci mengapa usaha teman saya ini bisa sangat ramai hingga saat ini. Saya masih menggunakan kata mungkin karena tentu saja perlu pendalaman lagi dari kesimpulan data yang didapatkan. Pada artikel selanjutnya saya akan mencoba melakukan interaksi dan wawancara untuk menguatkan asumsi saya. Mungkin juga dengan iklan lagi dengan data yang lebih besar, sehingga saya bisa yakin dengan kesimpulan saya.

Data yang lainnya yang tidak kalah besar adalah tentang potensi iklan melalui media sosial di Kota Denpasar untuk bisnis lokal sangat besar. Bayangkan sebuah warung yang tidak ada logo, tidak ada nama, ketika satu kali dipromosikan saja bisa menimbulkan efek se-viral ini. Terlepas dari rasa makanannya yang memang luar biasa enak dan memang usaha yang memiliki pelanggan yang banyak. Hal ini membuktikan bahwa media sosial bisa dijadikan sarana iklan murah untuk mempopulerkan usaha anda. Hal ini terbukti dari iklan saya dengan budget murah dan hanya bermodalkan foto makan saja sudah menimbulkan menimbukan antrian yang begitu panjang di hari pertama buka setelah libur hampir 1 bulan. Logikanya hari pertama buka setelah hampir sebulan tanpa kabar tentu tidak begitu ramai, apalagi teman saya buka kembalinya adalah hari rabu yang berarti bukanlah dipermulaan minggu mengikuti pola buka warungnya.

Saya membayangkan apabila usaha teman saya tersebut memiliki brand identity. Mungkin hasilnya lebih luar biasa,mungkin juga bisa mengikuti pola bisnis frenchise seperti masa-masa sekarang hahaha.

tapi intinya bukan disana, dari sedikit iseng-iseng dan pembahasan ini saya menjadi sadar akan apa yang diucapkan pak bi (pakar branding indonesia), bahwa brand itu bukan tentang logonya, bukan tentang taglinenya tapi bagaimana cara kita menjalankan nilai usaha kita sehingga orang-orang kemudian mampu memberikan penilaian mengenai usaha kita. Dari sebuah tindakan kecil seperti warung teman saya ini, yang tetap menjaga kualitas bahannya hingga fakum hampir sebulan. Saya belajar bahwa konsistensi memberikan yang terbaik adalah kunci untuk tetap bisa bertahan dalam sebuah usaha

well ini masih kesimpulan awal, mungkin bisa salah jadi teman-teman ambil yang baiknya saja. Ini hanyalah catatan singkat pengingat saya pribadi mengenai iklan tersebut. Kesimpulan yang saya ambil sama sekali tidak berlandaskan teori, ini hanyalah bagaimana saya menyimpulkan dari fakta yang terjadi. Artikel ini nantinya akan berlanjut dengan analisis yang lebih dalam mengenai wawancara dan observasi agar hasil kesimpulan saya semakin lebih dalam dan berakar. Tapi lagi-lagi itu kesimpulan saya pribadi bukan teori hahahaha. silahkan teman-teman resapi sendiri, semoga yang baik-baiknya dapat bermanfaat

TO BE CONTINUE

1 thought on “Membedah Faktor Eksistensi Usaha Warung makan selama 30 tahun dengan Facebook ads (bagian 1)”

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