Tips On Marketing a Kickstarter Campaign | Marketing 360
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Tips On Marketing a Kickstarter Campaign | Marketing 360

– Hello everybody out there. We are here at the Marketing
360 offices in Fort Collins. This is Brandon, my name is Scott, and today we wanna do a little
introductory conversation about how to market and generate
interest in crowdfunding, and pretty much specifically
– Mm hm. – Kickstarter campaign.
– Yup. – Obviously there’s a
huge amount of appeal, a lot of people are looking to kind of get their startup going, by using Kickstarter. – Mm hm. – To get some funding, and there are ways that
you can generate interest, that are very valuable. Brandon works with quite a few clients who have done this, and we have done it successfully.
– Yeah. – So he’s gonna share his experience. – Mm hm. – So Brandon, let’s just kinda start out. Obviously, I think the
social media part of it is big with this.
– Sure. – Talk a little bit about
how you get people started with their social media
marketing strategy, first. – It’s really important
because, for a lot of companies, this is maybe, they’re
launching their first product, or launching, kind of a new service, or something like that. So you can’t just say, well,
I’m on Kickstarter now, and hope for the best. You know, very rarely is it ever a, you build it, and then they will come. You have to build that community as well, that’s what social media
marketing is really valuable for, because you can start to
spread your brand awareness, and spread your message on Facebook, Instagram, Twitter,
Pinterest, things like that. You know, whatever channel makes sense.
– Mm hm, mm hm. – And you can start to spread the message out beyond Kickstarter. – Okay, but?
– So it’s really important to be able to do that, because otherwise you’re gonna
sit out there with your goal, and, just watching it ever day, and it’s never gonna go anywhere. – No, you can’t just tell a few friends. You’ve gotta get it to spread. – Right, yeah. – So–
– Which, which is exactly what social media really is. It is telling a few friends, but it’s a much bigger platform. So you have a lot more opportunity, and instead of a conversation like this, you are standing on a
soapbox with a megaphone, so your reach is a lot better that way. – So where do you start? For example, on Facebook, do
you create a Facebook profile specifically for the Kickstarter project? – No specifically for the project. Generally speaking, a lot of companies will already have, kind of
a company Facebook page, – Mm hm.
– Or something like that. One of the things that I’ve found that actually works fairly well, is to create a Kickstarter event, because you can share that, you can put a specific timeline on it, – Mm hm.
– You can share updates, and then, even if you wanted to, you can run sponsored ads
or sponsored promotions for that event, too, to drive
people back to that event, or to the Kickstarter page that maybe aren’t
connect with you somehow, or they’re not connected with
your friends, or your page. – Give us a little bit
more specificity there in terms of what is the event. – Mm hm.
– What do you mean by that? – So, and you’ve probably seen this, where you have event pages on Facebook, – Mm hm.
– A friend invites you to go to, on a 5K run, because they’re not really a good friend. (Scott laughs)
And, so an event page like that, you can invite friends, or people that have liked your page, – Mm hm?
– To check out our Kickstarter. – Ah, yup.
– I’ve seen a lot of companies, and I’ve done this before, too, where you even have a
pre-Kickstarter launch event, – Okay. – Where you can set up a one on one with the founders or the partners, and they’re talking about the project, and talking about the product that they’re launching on Kickstarter, and it works to get people excited about the fact that it’s coming. – Mm hm, yeah. – And they can get involved,
and they can jump in, kind of on the ground floor there. – Yup.
– So creating an event like that, allows
you to communicate with people before Kickstarter is launched, and you have a calendar, essentially, where you can continue to remind people, and remind them to go and
actually fund you on Kickstarter. – Good, so it’s a momentum builder, in a lot of ways.
– Absolutely. Absolutely. – What is, when you’re
creating some of this content on social media, for example.
– Mm hm? – What is the kind of message? ‘Cause it’s not, you know, it’s not like you’re just trying
to sell something directly, – Right.
– It’s a little different. – Mm hm.
– How do you kind of craft the message to
get people interested? – Sure. Well obviously the
message is going to change based on the product or service, or whatever you’re launching.
– Mm hm. – So, but, the underlying theme that I found works best, is kind of a, come alongside us, we’re
doing this together. You know, if you’re, you never
really kinda wanna create something where it’s like,
hey, give me your money, and we’ll eventually give you a product, maybe, if it works. If you’re doing this where
you kinda craft the message, like, we’re all in this together, we’re all working on this service, or all working on this product, keeping that kind of
information flow going, and, you find that you
get a lot more flexibility with the consumer base
a lot, when you do that. – Mm hm. – A lot of Kickstarter campaigns, you know, they can be delayed, or you don’t get the product out on time, or things like that, and if you’ve built a consumer base of people that are, they’re flexible, and they understand that maybe this is something new, and so they’re a lot more willing to give if you’re like, hey, we’re
delayed a couple of weeks, or the shipping container is a little bit slower getting here. – Mm hm.
– So by crafting your message in the very beginning, as a,
we’re all partners together, then you get a lot more flexibility, and a lot more forgiveness as well. – So you wanna find
people who really believe in what you’re doing. – Absolutely. Very rarely are you
ever gonna see results, or see success with somebody that is, it’s just a commodity,
or a commodity product, – Mm hm?
– That really anybody can do. – Mm hm. – The uniqueness of the product or service really makes a difference, and find the right kind of people, that are not just, they
don’t just believe in it, but they’re advocates for it. – Mm hm. – And they share the Kickstarter
on their social pages, and they share it with their friends, and they talk about it with families, and things like that. That becomes really important, because it begins to use
the power of social media, and the power of individual people to spread your message. – Cool, so let’s dive into that a little bit more,
– Sure. – And in terms of the tactics. – Mm hm? – So obviously, when you’re starting out, the people who are involved directly in the Kickstarter,
– Mm hm? – Are gonna wanna reach
out to their networks, – Right. – Start spreading the word
to family and friends. – Mm hm. – Then you get onto things like Facebook and some of the other
social media platforms, getting more and more people to spread it, what about even some of
the advertising tactics? Do you use some of that?
– Yeah, absolutely. The advertising, in my opinion, is one of the most important things. If you’ve spent all of
this time and energy in crafting a really complex, and really detailed Kickstarter page, you’ve created your Facebook event, and you’ve invited all your friends and family to is as well, and you’ve got a great product, or a great service that
you’re trying to launch, and you’re ready to go, the worst thing that you can do is avoid advertising. Because, what I’ve found is a
lot of founders and creators, they kinda work in an echo
chamber, a little bit. Where all your friends
and family, of course, they’re supporting the product, and they love the product,
’cause they love you. – Mm hm. (laughs) – But, not everybody else
is going to believe in that, especially right off the bat. They don’t know you. – Mm hm.
– They don’t know your history of success, they don’t know how much passion you’ve put into this project. So you have to reach out to them, and get them to come and
actually look at the page, look at Kickstarter, watch your video, look at the product, and
really engage with you, and with whatever you’re crowdfunding. So, advertising, specifically on Facebook is actually a really great way to capture the perfect audience. You can target people
that are already familiar with the crowdfunding source, – Mm hm?
– Like Kickstarter, or even Indiegogo, or GoFundMe,
– Mm hm. – Anything like that. So you’ve gotta– – So, specifically you mean, you can go on and you can elect to have it so that your ads only display – Absolutely.
– To people who have previously participated,
– Mm hm. – Or shown interest in crowdfunding? – Yup. So you’ve already narrowed
your audience down to people that already know what it is, which is really, really
helpful in reducing your cost, and increasing your visibility. But even more than that, you
can reduce that group of people down to your exact kind
of target demographic. – Mm hm. – If you’re going after, you know, men, aged 22 to 38, you can do
that kind of targeting. Even moreso, you can target
geographic locations, – Mm hm. – Or you can target interests. If your product or
service really kinda seeks a very niche market, you can target that based on their interest, their behaviors, pages that people like. So you can get very, very specific about the people that
you’re reaching out to. So you’re not just an advertisement, you’re not just a billboard
on the side of the road, but you’re actually targeted and direct towards people that would truly
find value in your product. – That’s amazing, to be able to do that. – It’s really, really valuable.
– At this point. – And it’s very cool to see, too. – Yeah. – It’s very cool to get down to that, kind of, you know, fine grained targeting, – Sure. – Where you’re not just
shouting to the world, but you’re actually, in this sense, especially on social media, having a conversation, essentially, with your best customers. – That’s cool. So for example, say I came up with what I thought was a
really incredible rub, – Mm hm.
– For barbecue. – Sure. – And I wanted to get this going, I could really go on
and find a demographic, like you said,
– Yup. – Maybe men aged 20 to
40 that I wanted to hit. – Mm hm. – And I could target them geographically, – Yup. – In, maybe certain cities,
or maybe certain rural areas, – Mm hm.
– Wherever I felt like I wanted to try and do it. – Yup, absolutely. – And I can also find out whether or not they like barbecue in the first place. (both laugh)
– You can! And one of the nice things you can, you can also craft the
ads based on the message. So maybe you wanna target areas around colleges in South Carolina. Well you target those ads,
and kind of write things towards the typical South
Carolina style of barbecue. – Right, okay, well–
– But then you also wanna target folks in Texas, and you can craft the ads around how Texas people do barbecue, which is not the same as South Caroline. So you can change your messaging, and the imaging of the messaging to match the people as best you can. – Perfect example, that’s so important, because of what you were saying. You’ve gotta find believers. – Right. – If you just try to
advertise to people directly, it’s really not gonna work. – Right, you could advertise on TV, and get the same kind of results, if you’re just taking a shotgun approach. – Sure. Do you also use Google? Like, search for this type of (mumbles) – Generally for crowdfunding, not quite as much as you might think. – Mm hm? – Because Google is very much
an inbound marketing tactic, you generally don’t find that people are actively going out there, and looking for products
that don’t exist yet. – Ah huh, got it.
– You know? So there’s not a lot of
search related around that. That being said, I do like to set up two very specific types of campaigns, one, related around your brand, or your product name,
because the hope, obviously, is that we’re starting
to get some more interest based off of your Kickstarter,
– Mm hm. – And people are starting to look for you, so you wanna make sure
that you show up on there, when they’re looking.
– Okay. – Maybe your product name, too. And secondly, I like to set
up retargeting campaigns, because as people have been
to your Kickstarter page, your website, or anything like that, we wanna make sure that your brand and the service, and the
Kickstarter countdown, essentially, they’re aware of it, and they start seeing those display ads across hundreds, thousands of different websites that they visit. So you’re able to reach people that way, they’ve already interacted with your brand one way or the other, and now you’re just reminding
them that you exist. – That’s cool.
– And we can change out those ads as we get closer to the end of the Kickstarter campaign, so we can remind them,
hey, seven days left. – Okay, mm hm.
– Four days left, last 48 hours, then
really drive people back so that they are funding you. – That’s good, that’s very specific and very thorough way to do it. – I think so. (laughs) – Yeah, for sure,. What about the Kickstarter page itself? – Mm hm?
– Do you work a little bit with the content there,
and try to help people, – Yup.
– Kinda craft that. – Absolutely. Really, as much is as necessary, or isn’t. I’ve worked with some clients that they, honestly do a fantastic, fantastic job, – Mm hm.
– Of getting their message out there, and they pour their heart and soul into that content, and pictures, and just kind of explaining what their product is, or what
they’re trying to crowdfund. – Mm hm. – Other folks, they pour all their passion into the product, and there’s nothing left for content, so, – Okay.
– That’s where I like to sit down with them, or get on the phone, and really talk about
why they got started, and what this product is, and then I work with out
content creation team, and we can draft up some content for them. – Kinda develop that page so it has an effective message.
– Absolutely, yup. – That’s really cool. What are the time frames for these types of campaigns, generally? – Kickstarter campaigns can go anywhere from 30 days, to around 60. – Mm hm. Generally 30 days seems
to be the most popular, but sometimes there’s, you know, you get 45 days in there, and some people will
stretch it all the way out if they think it’s gonna
be a very popular one, or they’ve got kind of a slower ramp up, but 30 days seems to be about the average. – Okay, cool, that’s good. – Mm hm. – You know, we look
around on the internet, and research some of this stuff. – Mm hm?
– One of the things that we recognize is that, there’s some kind of shifty
and shady marketing entities, – Okay. (laugh) Yup.
– That claim that they can help people, – Mm hm?
– With this type of thing, and they really aren’t
able to do much with it. – Right. – We’re here to assure you, and hopefully you are
assured at this point, I think you should be, that
we’re not one of those. – Absolutely.
– We really do have some strategies that can really help you with this.
– Mm hm. – The social media stuff
is getting to the point now that it’s so robust, and so effective, – Mm hm? – That you really do need to take a very strong look at that, you can really branch out, and try to make everybody who would be interested in this, aware of it. – There’s so much power in the social media marketing aspect of this, both with actually
managing the Facebook page, and with running the ads, you can get so targeted that
you can narrow your focus down to the exact people that would
actually be your customer, so you’re not wasting money or time on people that just
never will be interested. You know, there’s always kinda been that approach in marketing where you try to get your message in front of as many people as possible, and that’s not how it works anymore. – No, no.
– That’s not necessary. That’s a waste of money,
and a waste of resources. – Yeah. – So being able to get laser focused on the exact right
person for you business, it’s invaluable. – So one other important
point here, Brandon, is that you’ve done the campaign, – Mm hm?
– It’s been successful. – Yup. – Now what? Now you’ve got a business that
you have to run and market. – Right. – A lot of, you mentioned
– Mm hm? – That there are a lot
of companies out there that just do, kind of a
Kickstarter marketing, – Mm hm? – And then once it’s done, it’s done. They’re gone, and then you’ve – Right.
– Gotta figure out where to go next. How does Marketing 360 transition this into success?
– Sure. I mean, those companies,
they have their role, and they’ve done their job. They’ve helped market,
and they’ve help create a Kickstarter campaign, but it’s kinda the aftercare
that super necessary. Otherwise you’re a business that sold a bunch of product, or had a bunch of success on Kickstarter, and then no recurring customer base. So you can’t always keep
going back to Kickstarter. You can’t go back there to get more customers or new
customers, so what do you do? How do you take your idea
from just being Kickstarter, to actually being a fully fleshed out, fully fledged business? And I think that’s one of the reasons that Marketing 360 has kinda set apart from any of those, you know, more specialized kind
of marketing agencies. We work in all aspects of it, and the challenge is taking
a company from Kickstarter to a really, fully fledged business. So, in doing that, from
the very beginning, from day one, our goal
is to grow your company. So we start with Kickstarter, but while we’re starting with Kickstarter, we’re also building that retargeting list of people that they
look at the Kickstarter, they look at your website, but maybe they don’t fund. Maybe they don’t back
you for whatever reason, – Mm hm.
– They feel it’s too risky, they don’t have the money right now, they wanna see how it
goes, things like that. Well, after Kickstarter is done, we’ve got a full list of people, either they’ve signed up with E-mail to get newsletter information, or they’ve just been to the site. We got a whole list of people that we can work to market towards, now we’re taking pre-orders. Pre-orders of the product. – Mm hm.
– Which of course gives you even more money to help finance the actual creation of the
product or service anyway. – Right. – Beyond that, now you’ve got the product, you’ve sold it, you’ve fulfilled all the Kickstarter requirements, and you’ve taken care
of the backer rewards, and things like that, but we still have that list that’s been continuing to grow over time, because you website is getting
better organic ranking, – Mm hm.
– Obviously, so you’re generating new traffic that way. This list of people
just continues to grow, and now we change out all the ads again. Now we’ve got all your product for sale, and we’re offering free shipping. Something like that, something to drive these people through. You know, successfully
funded on Kickstarter, use coupon code
Kickstarter2017 for 25% off, something like that. By looking at the marketing
aspect holistically, we’re able to start
from the very beginning, with the end in mind. And of course, the end is not just a successful Kickstarter campaign, but a actual, successful,
and growth oriented business. – Yeah, that’s awesome, that’s really something to keep in mind. Don’t miss the opportunity – Mm hm.
– To take all of that momentum, all of that
resources, all of that data, – Yup. – And transfer that
right into your ongoing long term business goals.
– Mm hm. It is an absolute tragedy when companies spend all this time,
and money, and effort, and passion, on one aspect of marketing, and one aspect of growing the business, and then are unable to
continue that moving forward, because somebody just didn’t do something. – Yeah, the Kickstarter is the beginning, – Mm hm.
– Hopefully you have a long term, successful
business opportunity. – Exactly right. – So you gotta make sure that happens, that’s one of the things Marketing
360 does especially well. – Yup. – What an incredibly exciting time to think about how you can come up with an innovative idea,
– Mm hm. – You can go out, develop
this kind of interest for people who are gonna love it anyway, get some funding from them, – Yup.
– To help make it a reality, – Mm hm. – And just have a win-win for
everybody across the board. You get the business opportunity, your provide a product
that people are gonna love. – Mm hm. – You have very efficient
ways to be able to reach ’em. You gotta love internet
marketing sometimes, I’ll tell ya! (laughs)
– It’s fantastic. – It’s really cool.
– Yup. – Hey, if you’re looking for
these kinds of opportunities, you’re thinking about doing
this, please contact us. We’ve got some very sharp people who are experienced at making crowdfunding and Kickstarter campaigns
really successful, and we’d love to help you out. – Absolutely. – Thanks, Brandon! – Absolutely, thank you.
– Good luck out there!

About Ralph Robinson

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11 thoughts on “Tips On Marketing a Kickstarter Campaign | Marketing 360

  1. Enjoyed this video. If you guys have any advice for my campaign:

  2. Hello I am NEW to this, I need advise, I do some charity work in the Philippines and want to expand, we feed homeless children who seem to have no hope there, also I am a qualified leachier and was teaching in China and Korea, this is CHARITY work, I/we need to find a suitable premises for cooking and the food station and some education for the children who sleep in streets and that leads to also sort of abuses etc, I have been going to the Philippines for over 30 years now, I am semi retired and want to make it my mission to do more there. My next trip in 2018 I will make a video of us setting up a temporary food station for the children, I really want to expand in this field, it is unselfish work I/we are doing non religious and non profit making all will go to catering equipment and food and premises ..I am so new at this crowd funding but I hope someone out there has a good heart and can advise me please. I know it is a ME-ME world a lot now but at 61 years old I want to give back something in life.

    Regards from Raymond in Norwich city UK

    [email protected]

  3. I actually hate the idea of kickstarter, it used to be called 'begging' I fund my own projects, I don't believe in asking for help from strangers. It's a fucking disgrace

  4. Great tips for marketing on Kickstarter, I would definitely agree that it starts through social media. Building a community is key. Join this group all about manufacturing your Kickstarter products in China… the right way! Join the discussion.

  5. How to get in contact we you guys? Please provide your email

  6. It's a great video, thank you very much. I am looking for crowdfunding promotion experts, for my partner's crowdfunding campaign Whom can I talk to in your company about it, and how can i get in touch? Thank you

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