Platforms like Kickstarter and Indiegogo are slowly becoming the first choice for launching a new product. Even large corporations are beginning to adopt crowdfunding as a way to test market demand for new products. One of the reasons why Kickstarter is an ideal first stop on any new product’s roadmap is because it allows for companies to launch without as much upfront capital that is typically required for a retail launch. This is great for consumers because it allows unique and niche products to come to life, products that would not typically be made if a retail launch were the only option.
Today we are going to be taking a look at what it takes to be successful on Kickstarter and make it to market. I have tapped Mike Adams over at Backer & Co to lend some wisdom regarding an important factor in any marketing campaign: public relations.
The following interview has been transcribed for brevity.
- Begin Thinking About Press Early
Even if journalists don’t reply to your pre-launch press outreach emails, it’s important to keep contacting them throughout your entire campaign, even live-stage, because journalists often times won’t bite until they’ve been pitched several different ways. The reason for this is largely due to the sheer amount of emails they receive each day, some even receive hundreds of product pitches daily.
- Use Effective Communications
Again, journalists get tons of email each day – so your pitch must be concise but still effective. Emails sent should be short and to the point, but still with a hook to them. If the journalists are into clickbait, it’s best to structure your pitch as something that could work for a clickbait-y article.
- Get Creative
If your project involves technology, it’s a great idea to offer the journalist in an in-person demo of the product. This can work wonders at top-tier media outlets because it shows your product functions and ultimately helps the journalist feel more comfortable covering your campaign since many projects end up failing to deliver rewards.
- Focus On The Right Publications
It’s important not to focus all your efforts on the biggest media outlets since their audience sizes are the largest. Audience size does not mean audience quality, so it’s best to stick to publications that are in your niche and relevant rather than the general news media outlets like Fox News or CNN.
- Adjust Strategy As Needed
If your outreach isn’t getting results then you may need to rework your pitch and adjust your media list strategy. Online publications have a daily need for content, so if your product isn’t getting any bites in the press it may be that you are emailing the wrong journalists and sites, or your emails are landing in the spam folder of journalists. Nothing can kill a communications campaign faster than bad email sending practices.
- Continue Post-Campaign
It’s a good idea to keep pitching key media outlets here and there once your campaign has ended, assuming your product is available on a preorder platform like Indiegogo Indemand.
- Go International
Getting yourself featured by online media in a different country (or continent) is an effective way to break into a new market. Most live crowdfunding campaigns don’t have the time to focus on anything but English speaking online media, so post-campaign can be a great time to focus on other markets to see how well the product fares in them.