Hacking Kickstarter Outline for Successful Campaign

2 Methods. 1 from Tim Ferris and 1 from Ken Lamug

EXPERT: Tim Ferriss

Hacking Kickstarter: How to Raise $100,000 in 10 days

Kickstarter is a time consuming, but very effective generator of support.  A lot of energy goes into the campaign but with a motivated group of people can well be worth the time.

Kickstarter Outline

  1. How to get started with a Kickstarter campaign.
    1. Develop idea for product or service.
    2. Determine how much support in funds you will need.
      1. If you submit a campaign for $50K but only receive support in the amount of $45k, you don’t receive funds.
      2. If you submit a campaign for $1K and receive $50k, you receive funds.
  2. Put a team together to work on all aspects of campaign.
    1. Research, Facebook contacts and posts, content writing, Twitter contacts and posts, email, etc.
  3. Steps to launch campaign.
    1. Step 1 – Start with principles that require less work and yield better results.
      1. MED = Minimum Effective Dose – smallest dose to achieve desired result.
      2. Outsource – delegate tasks- pool together resources.
      3. Set up automated system – Leaves more time to focus on bigger picture.
      4. Do as much work as possible prior to launch of campaign.
    2. Step 2 – Find the MED for the campaign.
      1. The concept is to drive as much traffic as possible.
      2. Those visitors need to be relevant to the campaign.
        1. This helps to ensure support for a particular product or service.
        2. Relevancy is supported by proper research through Facebook, Twitter, email and blogs.
    3. Step 3 – Using best target media- typically utilizing blogs/bloggers.
      1. Research relevancy to particular media and basis of campaign.
        1. How much traffic does a particular media platform receive?
        2. How far does this media reach into the relevant audience
      2. How to find relevant
      3. Is there someone that can make a personal introduction or develop a personal relationship with someone associated with that particular media?
      4. To determine relevancy, follow process:
        1. Find 10 Kickstarter projects similar to our project.
        2. From each project, save 2-3 images
        3. Drag and drop each image to Google images search bar.
          1. Results of search will be a list of websites that has used that particular image.
          2. Consider relevancy
          3. Create spreadsheet with Publication, URL, first/last name of writer and links to relevant posts.
            1. Results – List of relevant blogs with contact information.
            2. Further results by clicking on SimilarSites.com on each searched blog.
        4. Research each site for the traffic flow by going to Compete.com.  Add info to the spreadsheet regarding the size of the readership/number of visitors.  
          1. Then identify those relationships on Facebook.
          2. Find someone who knows or runs in the same circle as the blogger and develop a relationship…a sincere one.  
          3. Of those that have the means to develop a true relationship with, a personal introduction to the campaign is key.
        5. Continue research to include as many effective people as possible.
          1. Expand your circle
          2. Choose those that will find your campaign relevant to their own passions/likes
          3. Develop sincere relationships that will be supportive.
        6. Complete spreadsheet
          1. Once your spreadsheet is complete with all of the appropriate contact information, prepare for day of launch
        7. Prepare for release of story that will be released on blogs and other media.
          1. Follow up with bloggers to confirm launch time.
          2. Ask bloggers to post on Facebook, Twitter and Pinterest.
            1. Bloggers are always looking for new and good content to post
        8. The secret to a successful campaign launch is leveraging (collectively) personal networks.
          1. Give your network of friends a sense of ownership in the campaign.
            1. Ask and listen for advice.
            2. Offer sneak peaks
            3. Throw a launch party
              1. Creates energy.
          2. Keep contacts informed.
          3. Divide contacts into 3 groups.
            1. Personal influences
            2. The “in-the-know”
            3. Acquaintances
          4. Send a different email to each group
            1. Acquaintances receive a mass email (Mailchimp)
            2. The personal influences and the “in the know” received personal emails.
              1. Worth the extra time.
              2. Can be drafted ahead of time and then sent by way of Boomerang
                1. Boomerang allows you to schedule emais.
                2. Templates for emails are linked in the article.
                3. Emails include active buttons so that they can share to Facebook and Twitter
                  1. Can also include link to video.
                4. Request they share email.
                5. The emails are sent out on days 1, 2 and 9 at 8a.m.
        9. On day of launch it is the hope that a full and wide circle are aware and supportive of the project and want to contribute.
          1. The most “backers” on a project will keep it at the top, giving more exposure and bringing in more support.

 

Hacking Kickstarter: 6.9 Tips to a Successful Crowdfunding

Article written – 3/2/14 by Ken Lamug

Over 60,000 successfully funded projects.

Projects ranging from $1000 to $9,999 accounts for 64% of the funding.

13% is from $10,000 to 19,999

 

  1. Be prepared to eat, breathe and bathe in the project.
    1. Suggests 3 months planning and laying groundwork
    2. Allow enough time for research and the planning phase
    3. Bug friends and family and make posts talking about the project
  2. Get hard numbers and determine a reasonable campaign goal amount
  3. Kickstarter requires that you validate your identify (SSN, DL# and banking info).
  4. Create assets for campaign
    1. Anything and everything used to pitch idea.
    2. High quality and professional
    3. Create bio and team – gives confidence to potential backs and creates trustworthiness
    4. Create a video – short and sweet.  Under 3 minutes.
  5. Don’t neglect the power of the press
    1. 300 word press release
      1. will open many doors
      2. Makes it official
      3. Starts buzz before launch
      4. Include who, what, when, where, why
    2. Tell the story
      1. Inspiration
      2. Add a picture or video
    3. Media sources
      1. Big Media
        1. Huffington Post, CNN
        2. Go to website, find journalists that cover news stories in certain industries. – send them info
      2. Local Newspaper
      3. Sharable Media – dig, buzzfeed, mashable, lifehacker, engadget, reddit, etc.
        1. News Submission section that is open to everyone.
        2. Links: http://www.engadget.com/about/tips/; http://mashable.com/submit/

http://www.buzzfeed.com/post; http://gawker.com/370687/submit-a-story-to-gawkercom  If that’s not direct enough, another technique is to directly contact a journalist who you think is best fit to write or talk about your story. If you can’t find them on the site, there is a good chance they will have a twitter account.

  1. Bloggers – Reach out to bloggers and podcasters
    1. Enthusiasts that are willing to help others
    2. Use Twitter to locate bloggers
    3. LaunchRock.com
      1. Their goal is to help create and maintain buzz prior to launch
  2. Social Media
    1. Facebook, LinkedIn, Twitter – success of campaign may be determined by the number of people in your circle
    2. The number of people who believe in your idea will determine success
    3. Klout.com and Mention.com help determine your social relevance . Klout.com shows your social media metrix, impact of your posts and recommends relevant topics to keep your audience engaged. It boggles the mind. Mention.com notifies you whenever a keyword/phrase of your choice is published anywhere on the internet. Pretty cool stuff.
    4. Use tools for tracking your project
        1. Tools such as Kicktraq will help you determine how your campaign is performing by providing a nice daily stat.
        2.  Backer Kit is a site that helps with the post-campaign process of fulfillment by providing an easy to use interface where you can manage your rewards.
        3. Another neat tool is called SideKick. It generates real time predictions of the success of Kickstarter Campaigns. 
  3. Keep your backers (supporters, audience) updated.
    1. Constant communication will save you headaches later.
  4. Backers love to be involved.
    1. They are supporting your ideas and dreams, they want to know what is going on.
    2. Remember to say thank you
    3. Show appreciation
      1. Set up automated system for emails
      2. Built in messaging system
      3. It is ok to address challenges or setbacks
        1. Best to let everyone know upfront
  5. Fees involved with Kickstarter campaign
    1. 5% of funds raised goes to Kickstarter
    2. 3-5% goes to Amazon
      1. Required to use Amazon
    3. Local and federal taxes may apply
  6. Other tips to remember
    1. Jumpstart campaign
    2. Offer limited or exclusive pledges
    3. Don’t start or stop campaign over weekend
    4. Build a website with guest blog
    5. Mass emails – make them personal as much as possible.
    6. Be organized – spreadsheets, notes and plan everything
    7. Be professional – make them believe you will finish what you started.
    8. Head up and work hard
    9. Have Fun