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Study Guide: Steps to Make a Kickstarter Campaign
1. Trustworthy compared to other failed Kickstarter Projects
2. User Interactions via Social Media
3. Channels Distributions as Bestbuy
4. High Marketing Fee and Media Exposure at Kickstarter
Reasons why Pebble succeed.
1. Design Flow: How to Build Up Our Story
Step 1. Projects Must be Clearly Defined
Step 2. Projects Must Belong to Certain Categories
Step 3. Choose a Project Image
Step 4. Set A Funding Goal
Step 5. Set A Project Deadline
Step 6. Rewards
Step 1. Projects Must be Clearly Defined – (1)
Step 1. Projects Must be Clearly Defined – (2)
Step 1. Projects Must be Clearly Defined – (3)
Step 2. Projects Must Belong to Certain Categories
Art
Comics
Dance
Design
Fashion
Film
Food
Games
Music
Photography
Publishing
Technology
Theater
The project image is the single most important branding element of your project. It will be most of your backers’ first impression of your project.
Kickstarter recommends dimensions of at least 640×480 pixels and a 4:3 aspect ratio.
Step 3. Choose a Project Image
Step 4. Set A Funding Goal
Step 5. Set A Project Deadline
It’s All-or-Nothing: Kickstarter uses an all-or-nothing funding model. That means that the pledges are only redeemable if you meet or surpass your goal.
60 days are preferable, and 30 days or less are betterA Kickstarter project can be last as long as 60 days, but longer isn’t necessarily better. In fact, projects lasting 30 days or less actually have a higher success rate.
Step 6.-1 Get Momentum with an Early Bird Reward
Pebble created a sense of urgency at the beginning of their campaign by offering a limited number of their watches for just $99.
◎ Text from the reward ◎EARLY BIRDS Help us get started! One Jet Black Pebble watch. This watch will retail for more than $150. Free shipping to USA. (Add $10 for shipping to Canada, $15 for international shipping.)
Offering multiples of the product is a good way to make some high-value rewards and start taking bigger bites out of your funding goal.
Pebble offered four rewards that offered discounts for:two for $240, an “Office Pack” of five for $550, a “Distributor Pack” of ten for $1,000, and a “Mega Distributor Pack” of one hundred for $10,000.
Step 6.-2 Encourage Buying in Bulk
Step 6.-3 Create Effective Kickstarter Rewards
Kickstarter commonly observes three other types of rewards:
•Creative collaborations:
A backer appears as a hero in the comic, everyone gets painted into the mural, two backers do the handclaps for track 3.
•Creative experiences:
A visit to the set, a phone call from the author, dinner with the cast, a concert in your backyard.
•Creative mementos:
Polaroids sent from location, thanks in the credits, meaningful tokens that tell a story.
Or Offer Limited Edition, Premium Rewards
2. Flow Stage: Schedule and Disclosure Frequency
Step A. Media Exposure about 2 months previously
Step B. Video Making
Step C. Updates Frequency about 1-2 Days
1. Bloggers:A list of 60 to 70 bloggers approached when the project went live.
2. Media Partners:Choose an exclusive launch media partner, like Engadget, to announce the campaign.
3. Term: 2 MonthsAbout 2 months before we launched on Kickstarter.
4. Blow-Up InfluenceTheir article went live at 7 a.m. on launch day, it drove the traffic and it blew up from there.
Step A. Media Exposure about 2 months previously
Why your project matters and why you need people’s help.
https://vimeo.com/40128933
Tips: Begin on a Personal Note
Making a video that had a personal pitch and talked directly to your customers was really important. “Hi Kickstarter, my name is Eric.”- This allows viewers to begin feeling a personal connection to the project. The human element is reinforced about fifteen seconds later when Migicovsky introduces “the dream team.”
Step B. Video Making
Tips: Summarize the Project Early
“Pebble is a watch that you can customize. It runs a lot of cool and useful apps. And connects wirelessly by Bluetooth to your iPhone or Android smart phone.”
Step C. Updates Frequency about 1-2 Days.
Updated Info: 1. Number of founders2. Manufacturing Process
Don’t talk about functions. Teach your users.
Or let your users teach you.
Rewards & Strategic Alliance
2. Official Website: Key elements and Information
1. Home Page: Demo Picture or Video, featuring CTA
2. Introduction: Self-Intro and Function
3. Sales Information: CTA
